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 fragrance PR performance. 

In this week’s report, MMI looks at PR mentions 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 perfumes and Eau de Toilette, fragrance gift packs, perfumes body sprays and room fragrance.

Looking at February 2018, MMI focuses on brands and retailers that have performed well and trends against key metrics such as mentions, earned media value (EMV) and social engagement. This report highlights a clear trend for online publications generating the majority of fragrance coverage in February 2018. Valentine’s Day and Mother’s Day in February and March led to a high number of online coverage focussing on fragrance gift ideas and new fragrance launches. 

UK Brands:

YouTube:

UK Instagram:

Content Summary:

• In February 2018, Aldi’s No 3 Pomegranate EDT was the second most mentioned ‘new fragrance product’ across print, online and social media. It received 11 PR mentions, only to be outperformed by Gucci’s Guilty Absolute Pour Femme EDP which received 12 mentions. In the wake of Mother’s Day, the German supermarket chain added new scents to its Luxury Collection which explains the high amount of coverage. Most of it was generated by online publications – thesun.co.uk and goodhousekeeping.co.uk in particular. Both publications praised the inexpensive price of the perfumes, outlining that purchasing the entire Luxury Collection would come to only £16.96
• Paco Rabanne’s 1 Million The Fragrance received the greatest engagement on YouTube in February 2018. The male fragrance achieved 44,459 likes and 1,081,127 views due to a single post by Social Influencer Zoella. In her video she explored different male and female beauty products for a Valentine’s Day weekend. This coverage was worth £112,973
• In February 2018, online publications generated the most fragrance PR mentions in Ireland with 33%, followed by Irish National Press with 28%. Similar to the UK, it is female perfumes and Eau De Toilettes that received the highest number of PR mentions and the greatest EMV. This comes as no surprise as Valentine’s Day and Mother’s Day were popular topics in the media in February 2018

Download this month's report here. 

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

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