In May 2018, the majority of skincare PR mentions were generated by online publications…

In this week’s report, we look at PR mentions for the skincare category in the UK and Ireland. We analyse print and online for PR mentions as well as social media for social actions. After cosmetics, the skincare category is the biggest beauty category and includes face care (non-medicated), baby care, body cream and lotions, male face care, face care treatments, hand care, lip salves, sun care and skincare hardware and gift packs.

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

In May 2018, face moisturisers were the most popular skincare product type. Moisturisers – whether it is a cream, serum, gel or balm – protect the skin against dehydration and environmental aggressors such as pollution. They bolster the complexion’s natural oil content and are an essential product in our every-day life. It is therefore not surprising that there is a high demand for such products. In May 2018, moisturisers received 551 PR mentions across print, online and social media, and an EMV of £1,378,434 – the highest EMV for a skincare product type.