Cosmetics PR Performance 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 PR performance of cosmetics across, print, online and social channels in 2017. The report focuses on trends over time as well as identifying brands that have performed well against key metrics i.e. mentions, earned media value (EMV) and social engagement. The report focuses on trends throughout the year as well as identifying brands that have performed well against key metrics i.e. mentions, earned media value (EMV) and social engagement.

Throughout 2017, social media has increasingly played a role within brands communications strategies. Cosmetic brands have taken different approaches in their relationships with Social Influencers. For example, some brands have teamed up with Influencers to collaborate on products ie. FleurDeForce x MAC. Others have announced Social Influencers as brand ambassadors such as the L’Oréal Beauty Squad whilst other brands seek to work with micro influencers, building long-term relationships. As we move into the new year, these are all dynamics that we expect to see grow further.

In 2017, the largest proportion of cosmetics PR mentions came from YouTube. YouTube also generated the largest EMV for the cosmetics category. This suggests just how important YouTube is to the cosmetics category. In 2018, we expect this role to grow, alongside Instagram.

Content Summary:

M.A.C lipstick was the most mentioned cosmetics product across print in 2017.

Fenty Beauty received a total EMV of £12,645,594 for cosmetics, 90% of which was generated on YouTube.

Collection Lasting Perfection Concealer was the most popular product on YouTube, receiving 1,074,459 likes.

Standout Performance:

Of all the new cosmetics products that launched in 2017, Urban Decay Naked Heat Palette was the product to achieve the highest number of PR mentions (444), as well as, EMV (£1,487,609.) Urban Decay Naked Heat Palette launched in June 2017, receiving on average 74 PR mentions across the 6 months since its release. The majority of the palette’s EMV came from YouTube with Zoella generating the highest percentage, worth £514,864.between January - Nov.

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