In March 2018, the haircare category generated an EMV of £3,327,179 across print, online and social media…

In this week’s report, we look at PR mentions for haircare in the UK and Ireland. We analyse print and online for PR mentions as well as social media for social actions. The haircare category includes colourants, conditioner, haircare gift packs, perms, shampoo, salon and styling products.

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

This report highlights a clear shift for media types for the hair category: whereas coverage for most beauty categories, such as cosmetics or skincare, comes from Social Influencers, coverage for haircare in March 2018 was mainly generated by consumer magazines and online publications.

The report also presents the media’s favourite hair products – a selection of products that have performed particularly well across different media in March 2018. You will note the focus on shampoos and dry shampoos in particular, which is no surprise since the festival season is just around the corner.