Distilling knowledge from the noise

UK Fragrance PR PerformanceFull Year 2017

Wednesday 24th January 2018

Content Summary

2

Brands Ranked by fragrance PR MentionsTop 10 brands across print Page 4

Top 10 brands across online & blogs Page 5

Brands Ranked by fragrance EMVTop 10 brands across social media Page 6

Social Influencer FocusTop 10 Social Influencers for fragrance on YouTube Page 7

Top 10 Social Influencers for fragrance on Instagram Page 8

2017 Standout PerformancesJo Malone London, Chanel and Lydia Millen Page 19

Glossary Page 10

Introduction

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About My Market InsightMy Market Insight provides media intelligence and eCommerce analytics to the Fashion and Beauty industry. Our platform enables PR & Marketing and Sales and Pricing teams to monitor, evaluate and improve their campaigns and promotional investments. Our data offers a total market view covering all companies, brands, lines and products within your industry. We help you build the most effective media and online sales strategies.

In 2017, Jo Malone London dominated the fragrance market across all areas of the media . . . This week, our report looks at the PR performance of fragrance across, print, online and social channels in 2017. The report focuses on trends throughout the year as well as identifying brands that have performed well against key metrics i.e. mentions, earned media value (EMV) and social engagement.

In 2017, fragrance received 8% of all beauty PR. It followed larger categories, cosmetics, skincare and haircare for PR mentions yet was the 3rd largest category in terms of EMV, ahead of haircare and toiletries. Fragrance EMV was worth £39 million or 6% of the total beauty market. Based on the average number of mentions per media type, the largest proportion of fragrance PR mentions (45%) came from online titles. Whilst YouTube created just 6% of all fragrance PR mentions, it generated 36% of the category’s EMV.

In 2017, print and online fragrance coverage was strongly supported by a “face of fragrance campaign” strategy, which helped drive coverage through features and interviews in the media.

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Fragrance PR Mentions

Top 10 brands across print publications ranked by PR mentions

Key Insights

• Whilst the majority of fragrance brands experienced a decline in print coverage compared to 2016, Dolce & Gabbana experienced a 41% increase in PR mentions in 2017

• Year on year, Gucci more than doubled their PR mentions, increasing by 120%. This coverage was driven by the brands 2017 fragrance launch, Gucci Bloom, which itself received 57 print PR mentions

• In 2017, Angelina Jolie was the most mentioned fragrance representative. Angelina was announced as the face of Guerlain’s Mon Guerlain fragrance in January 2017. This helped to drive coverage for the brand and create a buzz around the fragrance’s launch

143

152

187

105

217

189

180

230

318

620

121

121

135

148

156

167

182

213

284

501

Byredo

Yves Saint Laurent

Guerlain

Dolce & Gabbana

Marc Jacobs

Christian Dior

Diptyque

Tom Ford

Chanel

Jo Malone London

2017

2016

5

Fragrance PR Mentions

Top 10 brands across online & blogs ranked by PR mentions

Key Insights

• Whilst just outside the top 10 brands for online PR mentions, Aldi achieved EMV worth £343,981, ranking 7th. Aldi’s fragrance coverage was driven by articles about the similarity between Aldi and high-end Jo Malone candles

• Across online, half of all fragrance PR mentions were for the product type ‘female fragrance.’ Guerlain Mon Guerlain EDP was the most mentioned female fragrance across online

• Emilia Clarke, face of Dolce & Gabbana The One was the most mentioned fragrance representative across online in 2017. Similar, to Guerlain working with Angelina Jolie, this highlights the impact an ambassador has in driving coverage

108

110

128

154

157

184

247

260

286

979

Gucci

Penhaligons

Dolce & Gabbana

Guerlain

Christian Dior

Byredo

Chanel

Diptyque

Tom Ford

Jo Malone London

2017

6

Fragrance Social EMV

Top 10 brands across YouTube, Instagram and Twitter ranked by EMV

Key Insights

• D.S & Durga ranked in the top 10 fragrance brands for social EMV due to just two PR mentions from Zoella. Zoe featured D.S. & Durga White Peacock Lily EDP twice in January 2017. This clearly indicates the impact Zoella has within the beauty market and supports the claim that she leads the UK Social Influencer space

• Viktor & Rolf is particularly popular amongst Social Influencers. In 2017, Viktor & Rolf achieved EMV worth £388,868 across print, online and social, 71% of which was generated through YouTube. This highlights how important Social Influencers and YouTube are in driving brand communication strategy

£357,495

£388,868

£402,815

£503,526

£584,401

£620,388

£656,660

£846,907

£1,193,470

£2,319,011

D.S. & Durga

Viktor & Rolf

Christian Dior

Primark

Byredo

Tom Ford

Chanel

Giorgio Armani

Diptyque

Jo Malone London

2017

7

Fragrance Social Actions

*Number of views = Number of fragrance mentions × Number of views of that video

Top 10 Social Influencers ranked by views across YouTube*

Key Insights

• In 2017, Diptyque received the second highest EMV across YouTube for the fragrance category. Diptyque’s YouTube EMV was worth £1,142,577, of which 64% was for the product type ’candles’. This suggests just how popular candles are amongst Social Influencers and their audiences

• In 2017, Nina Rici was in the top 5 brands for EMV for YouTube paid for advertorial content. Nina Ricci collaborated with Social Influencers Hello October, Lucy & Lydiaand Fashion Mumblr to promote Nina Ricci’s fragrance launch, Luna. Altogether, this #Ad coverage was worth £21,153 EMV

113,543

199,179

158,168

202,824

191,119

392,789

582,169

385,500

392,937

937,157

4,092,966

4,493,950

4,632,531

4,843,936

4,908,478

11,382,361

12,236,096

13,636,561

13,867,989

19,475,420

Amelia Liana

Emily Canham

Inthefrow

Samantha Maria

Niomi Smart

Tanya Burr

MoreZoella

FleurDeForce

Lydia Millen

Zoella

Views Likes

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Fragrance Social Actions

Top 10 Social Influencers ranked by social actions across Instagram

Key Insights

• In 2017, the top 3 fragrance posts, in terms of engagement on Instagram, were all for candles. Byredo Tree House Scented Candle, Jo Malone Candle and The White Company Seychelles. This indicates candle posts are popular on Instagram and help to drive brand engagement on the platform

• In 2017, Giorgio Armani achieved the fourth highest fragrance EMV across social media for paid for advertorial posts. Giorgio Armani worked with Social Influencers Lydia Millen, Inthefrow and Estée Lalonde on #Ad Instagram posts to promote the launch of the new his & hers fragrances. This generated coverage worth £14,106 EMV using the hashtag #becauseitsYou and #strongerwithYou

41,421

44,190

45,169

69,038

85,631

88,009

89,744

95,301

147,524

324,926

Estée Lalonde

Fleurdeforce

Danielle Peazer

Tanya Burr

Inthefrow

Niomi Smart

Amelia Liana

Lydia Millen

Kate.lavie

Zoella

Likes

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2017 Standout Performances

BrandJo Malone London

ProductChanel Gabrielle EDP

Social InfluencerLydia Millen

Lydia Millen has become one of the UK’s leading beauty Social Influencers, across all markets, not just fragrance. Across YouTube, Lydia was led only by Zoella in terms of engagement for fragrance content, achieving 392,973 likes. Also, Lydia’s Instagram account ranked 3rd for fragrance social actions. Lydia also worked with fragrance brands on paid for advertorial content across her social channels, generating EMV worth £31,243.

In July 2017, Chanel unveiled Gabrielle EDP, the first new scent from the fashion house for 15 years. Chanel is famed for its classic fragrances and unsurprisingly, Gabrielle, named after “Coco Chanel” herself, generated a buzz of excitement. Chanel Gabrielle was the second most mentioned fragrance in 2017, achieving 177 PR mentions. This coverage was worth £357,788 EMV across print, online and social combined.

In 2017, when looking at the fragrance market, special mention must be credited to Jo Malone London who significantly outperformed its closest competitors. Jo Malone achieved the greatest number of PR mentions across both print and online in 2017, receiving almost 10% of the fragrance category total mentions. Jo Malone also generated the greatest EMV by fragrance brand across social media, receiving £1 million more EMV than its next competitor.

Glossary

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MentionsThe number of times a brand or product is mentioned across the media – articlecount

Print + Online Earned Media Value (EMV )

Calculated by using the standard rate of one colour page for each publication multiplied by the amount of

coverage achieved

Social Earned Media Value (EMV)

Calculated using the number of social actions per post

PREditorial mentions that are organic, and not paid for

Paid for AdvertorialContent that has been paid for by the company or brand

YouTube Number of ViewsNumber of views = number of fragrance mentions × number of views of that video.

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