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 toiletries in June 2017. In this month, PR for the toiletries category was largely driven by consumer magazines; delivering 33% of all skincare mentions. Online publications followed with 18%, while Twitter accounted for 13%. Furthermore, year on year data shows national press experienced 2% growth in terms of PR mentions, yet suffered an AVE decrease of 21%. This was due to the total space awarded to toiletries coverage decreasing from 7.9 pages to 6.9 pages.

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

Elemis increased its PR mentions from just 2 in June 2016 to 13 in June 2017. The brand was mentioned in 11 new publications compared to the same period the year before. This caused the brand to jump from 61st to 2nd in terms of brand ranking.

While Lush does not feature in the top 10 brands for print, the brand ranks in the top 5 for both online and social. This suggests Lush are focusing on a digital campaign which is successfully driving coverage, particularly across social where they top the leaderboard for PR mentions

In June, Laura Mercier’s Almond Coconut Milk Honey Bath received the greatest engagement on YouTube with 81,677 likes. This was due to a mention in a Zoella video which was viewed over 1.8 million times.

Social influencer focus – Twitter, YouTube and Instagram

Kate La Vie received the most social actions on Twitter. The 66 likes were accumulated across 3 tweets, which included images, directing followers to her “Summer Body Beauty Prep” blog post

While In The Frow ranked outside of the top 10 for number of views in June, she did rank 10th for the number of likes. The positive engagement on her videos generated 3,022 likes

Overall, the greatest social engagement on Instagram in June was from Danielle Peazer whose #ad post for Dr. Teal's Pure Epsom Salt Soaking Solution generated 20,463 likes.

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

Thom Watson is an increasingly popular blogger and Social Influencer. With a growing social following, he has over 3.1k Instagram followers and 9.9k Twitter followers. During this year so far, Thom has posted toiletries coverage across his blog, Instagram and Twitter channels, particularly focusing on the product type, liquid soap. 

Beauty Geek UK has a popular blog as well as a growing social following across her channels, with 2.2k Instagram followers and 6.2k followers on Twitter. Beauty Geek UK has steadily increased the number of Toiletries PR mentions, generating 55 between January – June 2017. The most featured product type has been “oils or capsules” with 15 different mentions across 4 brands. 
 

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