My Market Insight, the company for data, commentary, and analysis across various media platforms, has revealed its weekly beauty insight, this week with a focus on PR performance for the fragrance category in the UK and Ireland. They analyse print and online for PR mentions as well as social media for social actions. The fragrance category includes female, male and unisex perfume and Eau de Toilette, fragrance gift packs, perfumed body spray and room fragrance.

They analyse the whole of 2018 and take a look back on brands and retailers that have performed well. They also focus on trends against key metrics such as mentions, earned media value (EMV) and social engagement. 

This week’s report also presents media favourites - a selection of male and female fragrances that were loved by the media and that have performed particularly well across different channels in 2018.

UK Instagram Social Actions & Influencer Rankings

UK retailer ranked by PR mentions

UK YouTube Social Actions & Influencer Rankings

Content Summary:

• (UK) Looking at the Top 10 brands in the ranking for fragrance PR mentions across print, online and social media, it was Dior which made the biggest year-on-year progression. In 2018, the brand generated a total of 564 mentions – 120 more than in 2017. This is mainly due to the launch of its Joy EDP which was featured in 70 different publications including Wonderland Magazine, Elle and independent.co.uk. Overall, the coverage achieved an EMV of £436,311, which made up 21% of Dior’s total EMV for fragrance in 2018.
• (UK) John Lewis achieved first place in the recommended retailer ranking for fragrance PR mentions across print, online and social channels. It was mentioned 208 times by 56 different media outlets such as instyle.co.uk and The Sunday Telegraph’s Stella Magazine with coverage achieving a total EMV of £1,226,266. The most mentioned product that John Lewis was recommended for was the Les Infusions de Prada Mandarine EDP by Prada.
• (Ireland) The national press, closely followed by consumer magazines and online publications, generated the majority of fragrance PR mentions in the Irish market in 2018. Amongst national press it was You, the supplement to the Irish Daily Mail, which generated the most fragrance coverage by featuring 119 different products including the Nomade EDP by Chloé and Gucci’s Bloom EDP. 

Download this month's report here. 

If these insights interest you, call My Market Insight 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.

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

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