Skincare PR Performance Full Year 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 skincare across, print, online and social channels in 2017. 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.

In 2017, skincare received 28% of all beauty PR. It was the 2nd largest category in terms of both PR mentions and EMV, led only by cosmetics. Skincare EMV was worth £110 million or 16% of the total beauty market. The largest proportion of skincare PR mentions came from consumer magazines; delivering 22% of all skincare mentions. Whilst YouTube created just 10% of all skincare PR mentions, it generated 57% of the category’s EMV.

Undeniably Social Influencers, particularly on YouTube, are a driving force for the beauty industry. We highlight ways in which Social Influencers shaped the skincare category in 2017, from brand and Influencer collaborations to promoting brand exposure.

Content Summary:

Kiehl’s Since 1851 achieved online EMV worth £400,569, the greatest online EMV performance by a skincare brand in 2017.

Whilst Glossier only launched in the UK in October 2017, Glossier Milky Jelly Cleanse, was the most popular product on YouTube in 2017, receiving 372,089 likes.

FleurDeForce generated the greatest number of Skincare PR mentions on YouTube in 2017. Fleur's YouTube skincare content also ranked in first place for skincare engagement.

Standout Performance:

Pixi Beauty collaborated with skincare expert Caroline Hirons to create “Pixi by Caroline Hirons Double Cleanse”. In 2017, Double Cleanse was the most mentioned skincare product across print, online and social combined. In addition to this, Double Cleanse achieved the third highest skincare EMV, worth £896,565. Also, Pixi Glow Tonic was the 2nd most mentioned skincare product in 2017, achieving 263 PR mentions.

Charlotte Tilbury Instant Magic Facial Dry Sheet Mask achieved a lot of buzz in the media when it launched in January 2017, due to its revolutionary concept. The Dry Sheet Mask was the 5th most mentioned skincare product in 2017, receiving 172 PR mentions across print, online and social combined worth £433,836 EMV. The largest proportion of EMV for the mask came from Lydia Millen’s YouTube channel worth £47,806 EMV.

In 2017, Kate La Vie was in the top 10 Social Influencers for Skincare Instagram engagement, achieving 114,704 likes. Skincare coverage on Kate’s YouTube channel also generated 60,530 likes and 1,952,179 views worth over £200,000 EMV. Katelavie.com also featured 76 skincare PR mentions. Altogether, Kate featured 116 skincare different products across her platforms. Glossier Priming Moisturizer was Kate’s most mentioned product in 2017, producing 15 PR mentions.

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