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 UK social influencers in June 2017. In this month social media PR for the beauty category was largely driven through Twitter; delivering 62% of all social beauty mentions. YouTube followed with 20%, while Instagram accounted for 18%. Conversely, YouTube significantly outperformed Twitter and Instagram in terms of social AVE. YouTube contributed £ (95%) of all beauty social AVE, while Instagram supplied £(1%).

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

The most viewed product on YouTube was NARS’ Radiant Creamy Concealer which achieved 2,547,127 views, having been mentioned across 13 different YouTube channels.

Benefit was the most mentioned brand on Instagram with 25 different product mentions. In total, the brand received 84 PR mentions, 17 of which were from Nina Vee. 

The launch of Urban Decay’s Heat Palette helped fuel a buzz on Twitter around the brand. In total, Urban Decay received 167 mentions, of which 49 were for the Heat Palette.

Social influencer focus – Twitter, YouTube and Instagram

Lily Pebbles' YouTube channel achieved significant growth in social AVE, from £387,663 in May to £748,377 in June. This was due to her increasing from 39 to 81 PR mentions.

Nina Vee's engagement on Instagram significantly increased between May and June 2017. As a result, Nina’s social AVE grew from £21,453 to £ 53,428.

In June, ReallyRee’s 418 PR mentions generated the greatest social AVE on Twitter worth £46,717.

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

Danielle Peazer is a blogger and dancer who has a significant social following. Her most popular channel is Twitter with over 2.9 million followers. However, she also has a large following on Instagram (1.2 million) and YouTube (179,000 subscribers). Danielle’s Twitter account has achieved 110 PR mentions this year so far, a large proportion of which were brand mentions.

Caroline Hirons has been a long time fan of the brand Pixi so the announcement of their collaboration in November 2016 was a natural fit. The product Double Cleanse, named after the skincare phrase Caroline coined, is the most mentioned skincare product across the social channels this year so far. The 139 PR mentions have come from 73 different social publications.

My Market Insight delivers to the beauty industry, a PR and Communications business tool that can track any brand in the market across print, online and social media. 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