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 social influencers. 

In May 2018, the haircare category generated an EMV of £2,539,885 across print, online and social media…

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 May 2018, they focus on brands and retailers that have performed well and key metrics such as PR mentions, earned media value (EMV) and social engagement. 

This report highlights a clear difference between the UK and Ireland regarding haircare coverage. Whereas most coverage for haircare in the UK came from Social Influencers, Ireland’s most successful media types for haircare were consumer magazines and the national press.  

The report also presents new product launches – a selection of new products that have been launched recently and that have performed particularly well across different media in May 2018. You will note the focus on hair powders and concealers and the revival of a classic favourite hair product: the Sun-In. 

UK Month on Month Retailer Mentions

UK Year on Year Brand Mentions

UK YouTUbe Social Actions & Influencer Rankings

Content Summary

• (UK) The OUAI Dry Texture Foam received the greatest engagement on YouTube in May 2018, achieving 19,815 likes and 545,047 views due to mentions by Fleur de Force and Alix (I Covet Thee). Combined, their coverage was worth an EMV of £56,716, which is the highest EMV for a haircare product on YouTube 
• (UK) In May 2018, Thuy Le received the most likes (487,155) on Instagram for haircare. This number makes up over 67% of total Instagram likes for haircare. She mentioned 12 haircare products across 4 different posts, achieving an EMV of £137,265. Her most liked haircare product was the Redken All Soft Hair Hangover Kit with 53,063 likes and an EMV of £14,470 
• (Ireland) Kérastase ranked first in terms of PR mentions as well as brand EMV with 34 mentions and €15,842 respectively. The majority of the coverage was generated by print publications – the Irish Daily in particular. It featured 5 different Kérastase products with the Resistance Extentioniste Collection receiving the most mentions and an EMV of €853

Download this month's report here. 

If these insights interest you, call 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.

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

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