My Market Insight, the company for data, commentary, and analysis across various media platforms, has revealed its insight for beauty Advent Calendars. 

Their data intelligence enables PR and Marketing teams to monitor, evaluate and improve their media, digital marketing, and e-commerce strategies.

In this report, it looks at the media and social media coverage for Advent Calendars, in comparison to the previous year (2018). 

This report also looks at media favourites in the UK and Ireland including the top-ranking brand mentions. 

UK Advent Calendar September Highlights

Advent Calendar Media Type Share by Number of Mentions YOY

Top 10 Publications in EMV

Top 10 Brands in Mentions Evolutions

Top 10 Products in EMV

Ireland Advent Calendar September Highlights

Advent Calendar Media Type Share by Number of Mentions

Top 10 Publications in Mentions

Top 10 Brands in Mentions

Top 10 Products in EMV​​​​​​​

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Content Summary:

UK

• Online media dominates the Advent calendar category as it represents 99% of coverage in EMV and 90% in mentions. Mentions have shifted from Online Ezine and Online Blog to Online Publications which now has 79% share of mentions. Online Publications such as hellomagazine.com have contributed to the growth as they have doubled their advent calendar related articles compared with last year. Top coverage includes their article on the best advent calendars of 2019 which mentioned 24 products.
• The Body Shop remains the number 1 advent calendar brand in EMV and Mentions. This year, The Body Shop has released 3 advent calendars that have reportedly now sold out on their e-commerce store. Dream Big This Christmas Deluxe Advent Calendar proved to be the most popular as it has the most mentions of the 3 advent calendars. Top coverage for the brand came from womenshealthmag.com and cosmopolitan.com however a decline of -57% in mentions from standard.co.uk lead to the overall decline of -20% in mentions for The Body Shop.
• The number 1 advent calendar in EMV goes to Elemis 25 Days Of Beauty Advent Calendar 2019. 40% of coverage in mentions came from features, 20% came from best buys and another 20% came from gift guide drivers. The publication with the highest EMV came from refinery29.com which mentions the product in its The Best Beauty Advent Calendars For Christmas 2019.

Ireland

• Online media dominates the Advent calendar category as it represents 99% of coverage in EMV and 88% in mentions. Mentions have shifted from Online Ezine and Online Blog to Online Publications which now has 62% share of mentions compared to nothing last year. Online Publications such as thesun.ie have contributed to the growth as they are 88% of Online Publication mentions and have 13 related advent calendar articles.
• Charlotte Tilbury becomes the number 1 advent calendar brand in both EMV and Mentions. Online Ezine evoke.ie had the largest EMV publication as they dedicated a full feature to the brand with the tag line ‘Charlotte Tilbury strikes gold with this year’s Advent Calendar!’. This mentioned the Advent Calendar Glittering Galaxy of Makeup Magic which includes 12 beauty pieces where four of those pieces are full-sized best sellers.
• Marks & Spencer Beauty Advent Calendar 2019 had been ranked the 1 number product in EMV and has been mentioned 5 times more compared to last year. 50% of mentions were featured and 33% were gift guide driven. Mentions have come from her.ie, thesun.ie and rsvplive.ie, however, the highest EMV came from evoke.ie who’s full feature explains how it will cost just €40 to buy it when you spend €30 on clothing, home or beauty in-store or online.

Download this month's report here. 

If these insights interest you, call My Market Insight 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.

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