My Market Insight, the company for data, commentary and analysis across various media platforms, has revealed its weekly beauty insight today with a focus on PR performance of skincare brands across print, online and social channels in May 2017. They look at the year on year trends, displaying which skincare brands led the way in terms of mentions, advertising value equivalent (AVE) and social actions.

In May 2017, PR for the skincare category was largely driven by Twitter; delivering 25% of all skincare mentions. Consumer magazines closely followed with 23%, whilst YouTube accounted for 10%. Furthermore, year on year data shows print experienced 3% growth, yet national press suffered a decrease of 21%.

Content Summary

Brands ranked by cosmetics PR mentions across print, online and social media

• Skincare and Beauty expert Nichola Joss was the most mentioned representative across print for the skincare category – this was driven by 8 PR mentions in a “Skin Clinic” feature in Women’s Health.
• Lqd Skin Care were the most mentioned brand in the subcategory “Face Care Male” across online following their recent launch in the UK.
• Pixi and Alpha H lead in terms of number of skincare PR mentions across social. Yet, both ranked outside the top 40 in print. This proves that both brands are embracing the power of social media and are successfully implementing digital strategies.

Social influencer focus – Twitter, YouTube and Instagram

• Beauty journalist’s Sali Hughes and Alessandra Steinherr both feature in the top 10 influencers on Instagram. This illustrates the ability for traditional media experts to shift across to social 

• Fleur De Force has ranked top in skincare engagement on YouTube in April and May 2017. Fleur received over 5 million views in April, yet in May, Fleur’s 125 product mentions generated over 20 million views. 

• The Anna Edit mentioned Glossier 17 times across 3 YouTube videos in May. This helped drive Glossier to receive the most social actions on YouTube, with 3,127,322 views and 97,901 likes. 


Ones to Watch & Best Evolution – brand, product and social influencer

• Fashion Mumblr recently hit 150k subscribers on YouTube. Her skincare mentions achieved a 663% increase in May 2017 compared to April 2017. In May, Fashion Mumblr produced 61 Skincare PR mentions compared to just 8 in April 2017. This was largely driven by a “Current Skincare Routine” video on YouTube, which has been viewed 18,521 times.
• St Tropez Express Bronzing Face Sheet Mask recent launch has caused excitement within the industry. PR mentions for the product grew from 2 in April to 39 in May 2017, generating £47,692 AVE. The majority of the AVE, £16,473, came from Velvet Gh0st’s YouTube channel who dedicated a video to testing the product.

My Market Insight provides media intelligence and eCommerce analytics to the Fashion and Beauty industry. Our platform enables PR & Marketing and Sales and Pricing teams to monitor and evaluate their campaigns and promotional investments. Our data offers a total market view covering all companies, brands, lines and products within your industry. We help you build the most effective media and online sales strategies.

If these insights interest you, call for more information. You can gain access to My Market Insight's data for as little as £750 and DIARY directory Subscribers receive a 20% discount.

Leo Eckley, leonora.eckley@mymarketinsight.com / 020-8831 7570