Beauty Market PR Performance August 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 the beauty market in August 2017.

This week’s report focuses on the PR performance of beauty brands across print, online and social channels in August 2017, particularly looking at the year on year trends, displaying which beauty brands led the way in terms of mentions, earned media value (EMV) and social actions.

This report looks at the beauty market as a whole in August 2017, highlighting particular brands and products that stand out in this busy market. In August 2017, over 22,000 beauty products were mentioned across print, online and social media combined.

Content Summary: 

Boots significantly outperformed its counterparts in terms of retailer mentions. Altogether, Boots was mentioned 94 times in relation to beauty print coverage.

In August 2017, getthegloss.com produced the greatest number of PR beauty mentions across online publications, an increase from 145 mentions in August 2016 to 336.

MAC's social EMV performance was driven by MAC Lipstick, which ranked first for social EMV by product

Ones to Watch:

Between July and August 2017, Marc Jacobs Beauty doubled in EMV across print, online and social, increasing from £251,226 to £592,809 EMV. Altogether, 41 of the brand's different products were mentioned in the media and featured by 56 different publications, the majority of which were online and social. Nonetheless, Marc Jacobs Beauty received 70%.

Between July and August 2017, Avon increased their combined print, online and social EMV by over £150,000. As a result of their online coverage, Avon appeared in the top 10 brands by online PR mentions. 11 different AVON products were featured in the media in August, with Avon Skin So Soft Original Dry Oil Spray generating the highest product EMV worth £119,387. The product was featured across eight different publications.

I Covet Thee is a popular Social Influencer who has a loyal following with 172K Instagram followers, 58K Twitter followers and 395K YouTube subscribers. In August 2017, I Covet Thee produced beauty content across her social channels worth £399,879 EMV. This EMV was driven by a “pack with me” YouTube video which achieved 47,262 views and 1,566 likes. The majority of Alix’s beauty mentions were cosmetics products.

"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."

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