Skincare PR Performance Full Year 2017

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 skincare in April 2017.

In April 2017, PR for the skincare category was largely driven through online publications; delivering 25% of all skincare mentions. Twitter closely followed with 24%, whilst consumer magazines accounted for 17%. Furthermore, year on year data shows print experienced an 11% growth, meanwhile online e-zines suffered a decrease of 47%.

Content Summary

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

Elizabeth Arden achieved 39 mentions across the print channel in April 2017. Its Eight Hour Miracle Hydrating Mist achieved the most PR with 8 mentions.

Compared to 2016, online publications experienced a 44% growth in PR mentions. This large increase was driven by the Glossier brand who achieved 37 PR mentions in April 2017 compared to 0 in April 2016.

Garnier’s Moisture Bomb Tissue Mask was the most mentioned product on social media with 43 mentions. This is a significant increase when compared to March 2017 when the product achieved 9 mentions.

Social influencer focus – Twitter, YouTube and Instagram

On Twitter, Estee LaLonde produced the most likes for the skincare category. Her most liked products were Garnier’s Cleansing Micellar Water and Palmer’s Cocoa Butter (274 likes each).

Face Care Non-medicated was the most successful sub-category by a significant margin, achieving 74% of all skincare category mentions.

Fleur De Force received the highest amount of engagement on YouTube, with 5,091,098 views and 150,701 likes for the skincare category. This was achieved through 27 skincare mentions, producing £525,960 social AVE.

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

Katie Snooks is an increasingly popular social influencer on YouTube with a growing social following. Katie increased her PR mentions for skincare from two in March 2017 to 13 in April 2017. This boosted her social AVE from £ 2,296 to £11,924.

The Glossier brand were first mentioned in the UK media in August 2015 despite not being launched in the UK. Since August 2015, Glossier has driven low levels of PR. This changed in April 2017 when it achieved 37 mentions due to its UK launch announcement. Glamourmagazine.co.uk contributed the highest number of PR mentions (8), which generated £2,186 online AVE.

Nadine Baggott, beauty journalist and presenter, has 28k subscribers on YouTube. Her skincare mentions achieved a 114% increase in April 2017 compared to March 2017. In April, Nadine achieved 350,307 views and 16,470 likes for skincare compared to 160,620 views and 9,046 likes in March 2017

Source: AFP