My Market Insight's latest report Beauty Market Insights: Print, Online & Social Media has been released, with the company featuring up-to-date print editorial and advertising insights into the make-up segment in Australia. After analysing the media marketing strategies of every beauty brand in print, online, and social media, My Market Insight found colour cosmetics continues to be the most talked about beauty segment when it comes to editorial mentions.
The colour cosmetics category makes up 32 per cent of all PR mentions in the print press, and up to 35 per cent of all mentions in online and social media. Colour cosmetics was followed by skincare on 28 per cent, hair care on 16 per cent, brand mentions or credits and treatments on 12 per cent, fragrance on 9 per cent, and toiletries with 3 per cent of mentions.
Revlon has been dominating the colour cosmetics space in print editorial mentions this year, mainly driven by its Ultra HD Lipstick. Snapping at its heels is M.A.C, Charlotte Tilbury, and Napoleon Perdis. In online, it's M.A.C that's faring best – appearing on 189 different sites/blogs. It is followed by Maybelline New York, Rimmel London, L'Oréal Paris and NARS. In social media, there has been a 94 per cent increase in beauty brand mentions this year. Brands with the highest mentions include M.A.C, Urban Decay, L'Oréal Paris, Maybelline New York and Rimmel London.
The lipstick category makes up a large part of print editorial, with Charlotte Tilbury earning the highest value of coverage, followed by Lancôme, L'Oréal Paris, and Revlon. The most mentioned products in print so far this year include M.A.C Lipstick, Rimmel London The Only 1 Lipstick and Estée Lauder Pure Color Envy Shine Sculpting Lipstick. When looking at the value of lips’ PR coverage, Charlotte Tilbury Hot Lips Lipstick and Lancôme Juicy Shaker top the charts.
In the nail category, OPI, Sally Hansen, and essie are the top three mentioned brands across online, while SinfulColors has made it into the top three mentioned brands on social media following a successful launch this year. Online and social media are currently driving a lot of attention in the beauty space, with beauty brands appearing on more than 650 different sites or blogs in Australia over the past year.
Image: Instagram.com/ctilburymakeup
