My Market Insight - Fragrance PR Performance August 2017

My Market Insight, the company for data, commentary and analysis across various media platforms, has revealed its weekly beauty insight today with a focus on fragrance in August 2017.

This week’s report focuses on the PR performance of fragrance brands across print, online and social channels in August 2017. We look at the year on year trends, displaying which fragrance brands led the way in terms of mentions, earned media value (EMV) and social actions.

There has been an increase in coverage focusing on high street retailers 'own brand' scents such as New Look, Marks & Spencer and Next. Similarly, retailers such as Aldi and Zara have also seen great success with their own brand candles. While female fragrance dominates the fragrance category, candles play a strong role, particularly across social media where imagery of candles generates engagement from followers.

This week’s report also presents a case study of a new fragrance launch – Chanel Gabrielle. Chanel is renowned for its expertise in the fragrance market due to its legendary fragrances. It was therefore unsurprising that the brand’s latest launch generated a buzz of excitement and coverage.

Content Summary: 

ELLE UK featured the 2nd highest number of fragrance PR mentions by print publication, increasing from just four in August 2016 to 35 in August 2017.

Christian Dior J'adore L'or achieved the greatest fragrance product AVE across online in August 2017.

Michael Kors ran a paid for advertorial campaign with social influencer Camila Carril for its Sensual Essence fragrance. Camila promoted the fragrance through two Instagram #Ad posts

Ones to Watch:

Aldi received 38 fragrance PR mentions across print, online and social media in August 2017. Coverage on the brand detailed the German supermarket's popular candles which are considered “dupes” for Jo Malone candles. All the top 3 products in the product type ‘fragrance candles’ were Aldi candles. The most popular being Aldi No1 Lime, Basil & Mandarin Candle, generating 13 different PR mentions.

Elizabeth and James Nirvana ranked in the top 10 fragrance brands for product mentions across both online and social. Mary-Kate and Ashley Olsen’s fragrance brand is specifically targeting their target demographic through online and social publications, media types its audience engage with. Elizabeth and James Nirvana Amethyst EDP was the brand's most popular scent in August 2017, achieving 14 PR mentions worth over £10k EMV.

TheSundayGirl is a popular blogger with a growing social following, with 29.1k Instagram followers and 22.2k followers on Twitter. TheSundayGirl’s Instagram content is predominantly beauty focused, with regular posts featuring a range of fragrance products from scents to candles. This popular imagery gains traction with followers, through likes and comments, which drove TheSundayGirl to rank in the August Instagram top 10 Influencers.

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