In 2017, cosmetics was the biggest category within the beauty market for both number of mentions and EMV.

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.