For the second consecutive year, MAC Cosmetics has scooped the title of most mentioned make-up brand in UK media coverage.
According to the latest figures from My Market Insight (MMI), the Estée Lauder-owned brand achieved more than 8,000 mentions across print, online and social media last year.
The report includes coverage across face, eyes, lips, nails, cosmetics gift packs and cosmetics hardware.
MAC witnessed a sharp boost in media coverage in 2018, up by 126% from 3,953 mentions in 2017 to 8,915.
However, at 540%, it was Huda Beauty that produced the biggest growth in PR exposure.
Source: My Market Insight
Out of the top ten most talked about colour cosmetics brands, the influencer-founded company was mentioned 4,848 times in 2018, up from 757 in 2017.
Meanwhile, Fenty Beauty, which came in overall at number 10, was noted for the coverage of its Pro Filt'r Soft Matte Longwear Foundation.
Available in 50 shades, the foundation was the most mentioned cosmetics product across online media in the UK.
It was featured in 39 different online titles such as Glamour and Elle, achieving a total EMV of £1,360,325.
In British print media, with an EMV of £134,774, Laura Mercier’s Blush Colour Infusion received more coverage than any other make-up product.
The Shiseido-owned launch was mentioned in 15 different publications including Fabulous, Grazia and OK! Magazine.
A cult favourite
Online platform Cult Beauty came in first with £4.5m EMV, cinching the most recommended retailer title across print, online and social media for make-up.
The majority of this EMV (£1,161,161) came from the Independent or 31 different products, including the Curling Mascara by Kevyn Aucoin and Huda Beauty’s Opaz Obsessions Eyeshadow Palette.
The company sought off Boots (£4.1m), Feelunique (£2.6m), Superdrug (£2.5m) and John Lewis (£2.2m) to the number one spot.
Source: My Market Insight
More on top-performing brands:
- Kiehl’s achieves most mentioned skin care brand in 2018
- Bumble & Bumble named the most talked about hair care brand among influencers and media
- These fragrance brands and beauty influencers secured the most PR coverage in 2018
Huda's influencer appeal
Thuy Le was named the most influential colour cosmetics social media star. She featured 523 make-up products on Instagram and received more than 56 million ‘likes’ for the associated posts.
Her posts showcasing Huda Beauty Faux Filter Foundation received the most likes (1,294,002), generating an EMV of £379,310 and with an estimated social reach of 29,896,988.
The London-based beauty influencer outpaced Jamie Genevieve (50 million) Ling.KT (46 million) and grwrady (42 million) when it came to ‘likes’ on the social media platform.
via Instagram/xthuyle
On YouTube, with more than 461 million hits, MMI named Soph Does Nails as the most viewed make-up vlogger in 2018.
Patricia Bright came in second place with 279 million views, followed by Jamie Genevieve (260 million) and Emily-Victoria Canham (248 million).
