In February 2018, the largest proportion of cosmetics PR mentions came from Instagram

This week, we look at PR mentions for the cosmetics category in the UK and Ireland. We analyse print and online for PR mentions as well as social media for social actions. The cosmetics category includes face, nails, lips and eyes product types, as well as cosmetic gift packs and hardware.

Looking at February 2018, we focus on brands and retailers that have performed well and trends against key metrics such as mentions, earned media value (EMV) and social engagement.

This report highlights a clear trend for celebrities and their impact in generating coverage across different media platforms, especially the mainstream online titles. This clearly drives a brand’s ranking in terms of PR mentions and EMV.