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 masks and eyecare in February 2017. The top performing companies for mask and eyecare mentions were Estée Lauder Companies (137 mentions), L’Oréal Group (75 mentions), LVMH (37 mentions) and DECIEM (30 mentions). At a brand level, Origins and Estée Lauder shared the top spot in terms of print PR mentions, and Origins was also number one across the online channels. However, Glamglow out-performed any other mask and eyecare brand across the three social channels of YouTube, Twitter and Instagram.

PR for mask and eyecare is largely driven through social media; delivering 52% of all mask and eyecare product mentions. Whereas, traditional PR platforms such as consumer magazines accounted for 19% of all mask and eyecare mentions, while online publications accounted for 17%.

Content Summary

Top 10 brands by mention – print

Estée Lauder and Origins were the most mentioned mask and eyecare brands across print in February 2017, with 8 mentions each. Their most mentioned products, respectively, were Advanced Night Repair Concentrated Recovery Eye Mask (5 mentions) and GinZing Refreshing Eye Cream (2 mentions).

While PR mentions for mask and eyecare brands remained relatively flat in print, the advertising value equivalent (AVE) of the category saw a 33% increase. However, contrary to the AVE performance of the category, Estée Lauder’s AVE shrank by 21% whilst Origin’s increased by 39%.

Top 10 brands by mention – online

Compared to 2016, online publications experienced a 25% decrease in PR mentions. Weight was down by 14 pages; AVE down by 46%.

Byrdie.co.uk produced more mask and eyecare mentions than any other online publication, and featured 25 products in total, albeit with the majority achieving one mention each. 

Social influencer focus – Twitter, YouTube and Instagram

In February 2017, Twitter produced the most masks and eyecare PR mentions across the social channels, delivering 271 brand mentions. Instagram and YouTube were some way behind with 86 and 83 mentions.

Glamglow’s social presence outperformed any other mask and eyecare brand achieving 32 social mentions through 22 different social influencer’s accounts. Glamglow’s social media focus was geared towards Twitter, followed closely by YouTube then Instagram.

YouTuber Wayne Goss, in total, received 41% of the top 10 Instagram’s total likes combined. In particular with Charlotte Tilbury’s Instant Magic Facial Dry Sheet Mask; 7,120 likes.

My Market Insight delivers to the beauty industry, a PR and Communications business tool that can track any brand in the market across print, online and social media. If these insights interest you, call 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.

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