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 haircare PR performance in September 2017.

This week's report looks at the PR performance of haircare brands across, print, online and social channels in Q317 (July-September). The report focuses on trends over time as well as identifying brands that have performed well against key metrics i.e. mentions, earned media value (EMV) and social engagement.

In Q317, haircare was the 3rd largest category for PR mentions and EMV across print, online and social combined, following the cosmetics and skincare categories. Between Q217 and Q317, haircare PR mentions in consumer magazines increased by 50%.

Special mention goes to Redken, GHD and Kérastase, all of whom feature in the top 10 brands across print, online and social. This infers that these brands are successfully implementing mixed media strategies.

Content Summary:

Ken O’Rouke was the most mentioned haircare representative in print during Q317. Ken was featured in relation to Charles Worthington, for whom he is a brand ambassador.

GHD received the highest number of online PR mentions during Q317.  Of the top 10 online publications for haircare PR mentions, GHD received coverage in 6 of these titles.

Windle and Moodie ranked 1st by social EMV for haircare brands in Q317. Windle and Moodie achieved an EMV of £788,093. This result was driven by Zoella who mentioned their Ultra Nourishing Shampoo and Conditioner.

Ones to Watch:

In Q317, Kérastase ranked in the top 8 haircare brands for PR mentions across print and online. In addition, Kérastase also ranked in the top 5 haircare brands for EMV across social. In total, Kérastase achieved 178 PR mentions, the largest proportion of which came from print titles. Altogether, Kérastase coverage in Q317 was worth £368,401 EMV, an increase of over £130,00 compared to Q217, with the largest proportion of EMV for the brand from telegraph.co.uk.

Redken’s range of No Blow Dry air dry stylers generated significant coverage across print, online and social media in Q317. Altogether, the range amassed 49 PR mentions compared to 13 in Q217. The PR mentions between July – September were worth over £100,000 EMV, the largest proportion of which was generated from Style – Supplement to The Sunday Times for a full-page feature on Redken’s No Blow Dry by India Knight.

Liza Prideaux is a popular Social Influencer with 21k Instagram followers, 20k Twitter followers and 22k YouTube subscribers. In Q317, Liza over doubled the number of PR mentions across her social channels compared to Q217, increasing from 4 to 10. Between July – September, Liza featured 7 different haircare brands, primarily on her YouTube channel. This coverage was worth over £1,000 EMV.

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