Date Posted: Thursday 23rd November 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 top beauty social influencers of October 2017.
This report will focus on the PR contribution of Social Influencers across YouTube and Instagram for beauty mentions in October 2017 in the UK. The beauty categories include cosmetics, skincare, toiletries, fragrance and haircare. We look at the month on month trends, displaying which Influencers led the way in terms of mentions, social earned media value (EMV) and social actions.
Throughout 2017, we have increasingly seen beauty brands using the power of Social Influencers more effectively. This report looks at examples of both paid and unpaid Social Influencer activity from traditional beauty brands to new brands launching and how they have all successfully integrated social media into their communications strategies.
This report includes a case study of Glossier, the hugely successful American beauty brand, which finally launched in the UK to much hype in October 2017. This sense of excitement and buzz was driven by Social Influencers who genuinely love the brand and helped introduce it to the British market. This is a perfect example of the true power of social media and particularly Social Influencers.
Lydia Millen was one of the top Social Influencers ranked by social actions on YouTube for both PR and paid for advertorial #ad content. This is evident that Lydia’s audience engages with her content, whether it is editorial or organic.
TheGroomingGuide was the only male social Influencer to qualify within the top 10 Social Influencers on Instagram. Groomingguy’s most popular product type was ‘face care male’, mentioning 9 different male oriented skincare products.
NYX Cosmetics was the most liked brand across Instagram in October 2017. NYX achieved 1,341,044 likes, 67% of which came from Kaushal Beauty’s Instagram account.
Brand & Influencer Relationships:
In October 2017, Clarins invited Social Influencers InTheFrow, Tamara Kalinic, Hello October and Amelia Liana to Saint-Tropez on a press trip for their upcoming 2018 Spring makeup collection. Victoria, Tamara, Suzie and Amelia generated content from the trip worth £261,664 EMV due to 37 different PR mentions across their social channels, all promoting the brand using the #DoYouDoYouClarins hashtag.
Garnier have fully embraced the power of Social Influencers to help build brand awareness and promote products. In October 2017, Garnier worked with Wonderful You and Laila Loves to promote Garnier Pure Active 3in1 masks through #ad paid for advertorial posts. Wonderful You and Laila Loves both used the masks to create Halloween looks, which helped drive engagement on the posts, generating over 10,000 likes.
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Leo Eckley, firstname.lastname@example.org / 020-8831 7570.
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