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 and Ireland haircare PR performance. We look at PR mentions for the haircare category in the UK and Ireland. We analyse print and online for PR mentions as well as social media for social actions. The haircare category includes colourants, conditioner, haircare gift packs, perms, salons, shampoo and styling.

Looking at January 2018, we focus on brands and retailers that have performed well and trends against key metrics such as mentions, earned media value (EMV) and social engagement.

Although haircare is one of the smaller beauty media categories, coming third after cosmetics and skincare, it has seen great success across online and social media in January 2018. Haircare received a total of 2,153 PR mentions across all media platforms in the UK with a total EMV of £4,045,887.

UK YouTube Social Actions:

UK Year on Year Brand Mentions:

Content Summary:

• In January 2018, Bumble and bumble delivered an outstanding PR mention performance. Overall the brand achieved 176 mentions and an EMV of £282,856 across print, online and social channels. Almost half of the PR mentions were generated by consumer magazines, followed by online publications.
• Social Influencer Zoella generated the most engagement for haircare on YouTube in January 2018. Her two channels, Zoella and MoreZoella were within the top 5 of the ranking, combined achieving 4,380,336 views. The Windle & Moodie Ultra Nourishing Treatment Conditioner and Shampoo were her most liked haircare products. Combined they received 117,934 likes and generated an EMV of £246,236. 
• In Ireland, the Consumer press generated the most haircare PR mentions with 41%, followed by the national press with 33%. Combined they achieved an EMV of 143,522€ for January 2018

Download this month's report here. 

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