In 2017, Jo Malone London dominated the fragrance market across all areas of the media . . .
In 2017, fragrance received 8% of all beauty PR. It followed larger categories, cosmetics, skincare and haircare for PR mentions yet was the 3rd largest category in terms of EMV, ahead of haircare and toiletries. Fragrance EMV was worth £39 million or 6% of the total beauty market. Based on the average number of mentions per media type, the largest proportion of fragrance PR mentions (45%) came from online titles. Whilst YouTube created just 6% of all fragrance PR mentions, it generated 36% of the category’s EMV.
In 2017, print and online fragrance coverage was strongly supported by a “face of fragrance campaign” strategy, which helped drive coverage through features and interviews in the media.