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 March 2017. The fragrance category is broken down to parfum or eau de toilette, aerosol or spray, aromatherapy or oils, fragrance candles and room spray. In March 2017, the Jo Malone brand achieved the most print and online PR mentions. However, Yankee Candle outperformed any other fragrance brand when we add social to the analysis. 

PR for fragrance is largely driven through social media with 49% of all fragrance mentions.  Twitter is the main driving force (30%). Traditional methods such as consumer magazines accounted for 15% of all fragrance mentions, and online publications accounted for 17%.

Content Summary

Top brands by mention – print

When compared to March 2016, there was a 2% decrease for the whole fragrance category in PR mentions across print. However, Frederic Malle experienced a significant increase from two mentions in March 2016 to 14 mentions in March 2017.

Despite their 44% decrease, Jo Malone London was the most mentioned fragrance brand across print in March 2017, with 58 mentions. Their most mentioned product was The Bloomsbury Set, which achieved eight mentions.

Top brands by mention – online

Dolce & Gabbana grew their AVE from £6,565 in March 2016 to £329,288 in March 2017. They received 47 mentions in March 2017, with Dolce & Gabbana The One achieving 12 editorials with photo.

Harpersbazaar.co.uk delivered the most fragrance PR mentions across the online channel (57 mentions). The online publication ran an editorial on Demeter’s Kitten Fur Cologne Spray generating £2,987 of AVE.

Social influencer focus – Twitter, YouTube and Instagram

In March 2017, Twitter produced the most fragrance PR mentions across social channels, delivering 795 brand mentions. Instagram followed with 380 mentions, whilst YouTube was the least utilised channel for this category with 136 mentions.

Fleur De Force drove a significant amount of engagement on YouTube, achieving 1,446,806 views and 42,080 likes for fragrance. Her YouTube channel generated £149,285 of AVE for the fragrance category. 

Tanya Burr’s Instagram channel created 323,770 likes for the fragrance category. Her most popular product was The White Company’s Seychelles Candle. In March 2017, Tanya Burr’s Instagram account delivered an AVE of £20,752 for the fragrance category. 

My Market Insight delivers to the beauty industry, a PR and Communications business tool that can track any brand in the market across print, online and social media. If these insights interest you, call for more information. You can gain access to My Market Insight's data for as little as £750 and DIARY directory Subscribers receive a 20% discount.

Leo Eckley, leonora.eckley@mymarketinsight.com / 020-8831 7570