Date posted on DIARY directory: Wednesday 29th January 2020
My Market Insight, the company for data, commentary, and analysis across various media platforms, has revealed its insight for Dry Shampoo.
Their data intelligence enables PR and Marketing teams to monitor, evaluate and improve their media, digital marketing, and e-commerce strategies.
This report has found that in the UK and Ireland Sry Shampoo has tripled in EMV and has grown 41% in mentions compared to last year.
The report has analysed the Dry Shampoo category split by media type in EMV and mention, highlighting the top brand, products and publications by EMV.
UK Dry Shampoo Highlights
Dry Shampoo mentions grew +30% this month compared to last month
Top 10 Brands by EMV
Top 10 Products by EMV
Ireland Dry Shampoo Highlights
Dry Shampoo mentions grew +125% this month compared to last month
Top 5 Brands by EMV
Top 10 Publications by EMV
Content Summary
UK
- The Dry Shampoo category has tripled in EMV with 30% more mentions compared to last year. Leading the growth in EMV with a 157% increase in online publications. In mentions, print has declined and social remains flat as the decline in Instagram is compensated by the increase in YouTube.
- The top 10 products represent 67% of the total Dry Shampoo category. With no mentions last year, OUAI Super Dry Shampoo has managed to gain both the number 1 product mention and the number 1 product by EMV. Top coverage came from cosmopolitan.com.
- Growing +7% in EMV compared to last year, Batiste is named the number 1 brand by EMV for dry shampoo. Top coverage also came from cosmopolitan.com. Several Batiste products appeared in the media this month.
Ireland
- The Dry Shampoo category in Ireland sees all media types growing compared to last year. The categories' growth is largely due to the increased coverage in online media, with both online ezine and online publications representing around 47% EMV share each. The category grew +125% in mentions with print media representing 60% of that growth.
- Batiste represents a third of the category mentions and is named the number 1 brand in mentions within the Dry Shampoo category. EMV is split almost 50/50 by print and online media however, its top coverage came from independent.ie.
- Raising to number 1 EMV and number 2 mentions within the Dry Shampoo category is the growing brand, Living Proof. The brand’s mentions represented 27% of the category however their EMV was 87% share. Top coverage came from evoke.ie.
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