Date Posted: Thursday 24th 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 fragrance in June 2017.
Describing fragrances can be difficult – in order to explain the scent’s makeup, it is important to have a good understanding of the notes as well as the perfumery process. Fragrance has specific influencers who specialise in the category, dedicating their content to perfumery. This report highlights Persolaise, as an example of a fragrance specific influencer. While influencers such as Persolaise and The Candy Perfume Boy, have smaller followings than more mainstream beauty influencers, their content is more detailed and brings with it a level of expertise that they can share. Furthermore, their followers are seeking out this fragrance content and subsequently engage in the posts.
The fragrance categories are as follows; female, male, unisex, body spray, room fragrance and fragrance gift packs. In terms of all 3 of the major metrics - PR mentions, AVE and weight of coverage, female fragrance ranks first. This clearly indicates female fragrance’s dominance within the category.
Brands ranked by fragrance PR mentions across print, online and social media
In June 2017, across print, Stylist magazine dedicated the greatest amount of page space to the fragrance category, in total, awarding over 6 pages.
Jo Malone London achieved 81 mentions across 53 different products across online. The most mentioned product was Jo Malone London x Poppy Delevingne Limited Edition Tuberose Angelica Cologne.
Somerset House Fragrance Exhibition was the most mentioned fragrance event across social in June 2017
Social influencer focus – Twitter, YouTube and Instagram
Over half of Twitter likes were for the product type fragrance candles. Hannah Maggs, Kate La Vie and Carly Rowena top the ranking for Twitter likes, all of whom posted tweets which included images of candles by Jo Malone London and Diptyque.
Zadig & Voltaire This is Her! EDP was the most liked fragrance on YouTube in June. The fragrance was mentioned by Zoella in her ”Boxes, bugs and bees” vlog which was viewed over 1 million times.
Lydia Millen achieved her top spot on the Instagram ranking through just one fragrance post, promoting YSL Mon Paris Fragrance.
Ones to Watch & Best Evolution –product and social influencer
In part due to its sell-out success, Missguided Babe Power EDP has experienced a surge in mentions since its launch earlier this year. In April, May and June the fragrance received 33 mentions across print, online and social worth over £34,000 AVE. The fashion brand's fragrance debut was mentioned across 20 different publications, the majority of the AVE came from telegraph.co.uk which dedicated an article to the fragrance's successful launch.
Fashion for Lunch is an increasingly popular blogger and social influencer. With a growing social following, Fashion for Lunch has over 41k Instagram followers and 20k Twitter followers. In June 2017, Fashion for Lunch created 72 fragrance mentions across her blog and social channels, mentioning 34 different brands.
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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Stylist (UK) in 'Media Titles'
Hannah Maggs in 'Media Contacts'
Lydia Elise Millen in 'Media Titles'
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