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 PR contribution of Social Influencers across the UK & Ireland beauty market in January 2018. We analyse YouTube and Instagram for PR mentions as well as social actions. The beauty categories include cosmetics, skincare, toiletries, fragrance, haircare and beauty supplements. 

In January 2018, over 50% of beauty PR mentions were generated by Social Influencers on Instagram and YouTube

We focus on Social Influencers, brands and products that have performed well against key metrics such as mentions, earned media value (EMV) and social engagement.  We will highlight how beauty brands are using the power and impact of Social Influencers for effective communications and this report will provide examples of both, paid and unpaid Social Influencer activity for the different beauty brands. 

UK Instagram EMV:

Ireland Instagram Social Actions:

UK YouTube EMV:

UK Instagram PR Mentions:

Content Summary:

• In January 2018, Dominic Skinner, was the only male Social Influencer to qualify within the top 10 Social Influencers for PR mentions on Instagram in the UK. As the Global Senior Artist for M.A.C Cosmetics, it is not surprising that M.A.C received 129 out of his 141 beauty PR mentions, which helped drive the brand ranking across Instagram. M.A.C came second with 433 beauty PR mentions, only to be outperformed by Anastasia Beverly Hills, which received 463 mentions
• In the UK, The Collection Lasting Perfection Concealer was the most liked product on YouTube in January 2018. It was mentioned by 13 Social Influencers and received 267,798 likes, 75% of which were generated by 4 of the Top 10 Social Influencers
• Ling KT, a member of the L'Oréal Paris Beauty Squad, was one of the top Social Influencers ranked by social actions on Instagram for both PR and paid for advertorial #ad content. It shows that Ling KT’s audience enjoyed engaging with her content, whether it was organic or paid for
• In Ireland, Instagram, out of all media types, generated the highest EMV for beauty with €787,445 

Download this month's report here. 

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