In May 2018, the haircare category generated an EMV of £2,539,885 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 May 2018, we focus on brands and retailers that have performed well and key metrics such as PR mentions, earned media value (EMV) and social engagement.

This report highlights a clear difference between the UK and Ireland regarding haircare coverage. Whereas most coverage for haircare in the UK came from Social Influencers, Ireland’s most successful media types for haircare were consumer magazines and the national press.

The report also presents new product launches – a selection of new products that have been launched recently and that have performed particularly well across different media in May 2018. You will note the focus on hair powders and concealers and the revival of a classic hair product: the Sun-In.