In 2018, 77% of cosmetics EMV came from social media in the UK and Ireland combined…

In this week’s report, we look at PR mentions for the cosmetics category in the UK and Ireland. We analyse print and online for PR mentions as well as social media for social actions. Cosmetics is the biggest of all the beauty categories and includes face, eyes, lips, nails, cosmetics gift packs and cosmetics hardware.

We analyse the whole of 2018 and take a look back on brands and retailers that have performed well. We also focus on trends against key metrics such as mentions, earned media value (EMV) and social engagement.

In 2018, bronzers and shimmers were the most popular cosmetics category in the UK and Ireland. In this week’s report we have outlined which bronzer and shimmer products have performed particularly well across different media channels. We also look at media favourites – cosmetic products that were popular in 2018.