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 skincare PR perfomance in September 2017.

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 September 2017, skincare was the second largest beauty category, led only by cosmetics, for PR mentions, EMV and weight of coverage. Whilst classic skincare brands continue to dominate traditional print media, new skincare brands are finding opportunities across online and social to reach target audiences.

Brands such as Oskia, Tata Harper and Glossier are particularly popular amongst Social Influencers, who help drive coverage and in turn this generates social engagement with their audience. Furthermore, the skincare category has seen great success across online and social media due to Social Influencers who have expertise within the field, such as Caroline Hirons, Nadine Baggott, Sali Hughes and Alessandra Steinherr.

Content Summary:

Amongst prestige skincare brands, highstreet retailer Boots' own brand, No. 7, ranked within the top 10 skincare brands for PR mentions across print in September 2017.

Clarins received the greatest number of skincare PR mentions across online titles in September 2017. Of the top 10 publications for skincare mentions, Clarins received coverage in 7 of these titles.

Oskia is particularly popular on social media, frequently being recommended by Social Influencers. As a result, Oskia ranked in the top 10 skincare brands for EMV across social in August and September 2017.

Ones to Watch:

In September 2017, across print, online and social combined, Kiehl’s ranked third by brand EMV for skincare, generating over £351k EMV of coverage. 35 different Kiehl’s products were mentioned in the media, across 49 different publications. Kiehl’s Daily Reviving Concentrate, generated the greatest EMV by product, the largest proportion of which came from Jamie Genevieve who featured the facial oil in three different YouTube videos.

Murad Hydro-Glow Aqua Peel Mask was first mentioned in the media in July 2017. In September 2017, Murad Hydo-Glow Aqua Peel Mask was the brands most popular product in terms of PR mentions, receiving eight mentions, across print and online titles. Altogether, these PR mentions were worth over £8k, the largest proportion of which came from S Magazine.

Over the past few months, professional makeup artist and Social Influencer, Jamie Genevieve has increasingly grown in popularity. Jamie has 536k YouTube subscribers, 131K Twitter followers and 871k Instagram followers. In September 2017, Jamie featured 20 different skincare products across four different videos on her YouTube channel. In total, this coverage was worth £481,507 EMV.