In February 2018, ‘female perfume and Eau De Toilette’ was the most popular fragrance type across print, online and social media

In this week’s report, we look at PR mentions for the fragrance category in the UK and Ireland. We analyse print and online for PR mentions as well as social media for social actions. The fragrance category includes female, male and unisex perfumes and Eau de Toilette, fragrance gift packs, perfumes body sprays and room fragrance.

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 online publications generating the majority of fragrance coverage in February 2018. Valentine’s Day and Mother’s Day in February and March led to a high number of online coverage focussing on fragrance gift ideas and new fragrance launches.