Date Posted: Friday 4th May 2018
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 UK and Ireland haircare PR performance.
In this week’s report, they look at PR mentions for haircare in the UK and Ireland. They analyse print and online for PR mentions as well as social media for social actions. The haircare category includes colourants, conditioner, haircare gift packs, perms, shampoo, salon and styling products.
Looking at March 2018, they focus on brands and retailers that have performed well and key metrics such as mentions, earned media value (EMV) and social engagement.
This report highlights a clear shift for media types for the hair category: whereas coverage for most beauty categories, such as cosmetics or skincare, comes from Social Influencers, coverage for haircare in March 2018 is mainly generated by consumer magazines and online publications.
The report also presents the media's favourite hair products – a selection of products that have performed particularly well across different media in March 2018. You will note the focus on shampoos and dry shampoos in particular, which is no surprise since the festival season is just around the corner.
UK year on year Brand Mentions:
(UK) In March 2018, Bumble & Bumble ranked first in terms of haircare PR mentions across print, online and social channels with 262 mentions. Compared to the same period last year, the brand has doubled its number of mentions. This is due to the launch of the Bumble & Bumble Scalp Detox Foam as well as mentions by the brand’s colourist Amelia Tramell in Beauty Papers Magazine. All together, Bumble & Bumble achieved an EMV of £197,477
(UK) The OUAI Memory Mist and Windle & Moodie’s Satin Hairspray received the greatest engagement on YouTube in March 2018, each achieving 45,215 likes and 1,062,760 views due to a single post by Zoella. Her coverage was worth an EMV of £111,228, which is the highest EMV for a haircare product on YouTube
In March 2018, the consumer press generated the most haircare PR mentions in Ireland with 43%, followed by the national press with 20%. Similar to the UK, salon products received the highest number of PR mentions. The majority of those mentions were generated by Creative HEAD and the Irish Tatler, who both ranked in the Top 3. Combined they generated 33 mentions in March 2018
Download this month's report here.
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Leo Eckley, email@example.com / 020-8831 7570.
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