Advertising spotlight – hair care

Each month mymarketmonitor.com scans the national, consumer and trade press for ECM, tracking editorial coverage and measuring it against advertising space and expenditure

Each month mymarketmonitor.com scans the national, consumer and trade press for ECM, tracking editorial coverage and measuring it against advertising space and expenditure

This month’s focus is hair care in consumer and national press (including supplements) for the period from 1 January 2014 to 1 July 2014, compared to last year’s statistics. This includes all hair care categories – shampoos, conditioners, treatments, styling products and colourants.

PR coverage highlights

This year across all the brands (including salon-only) Bumble and bumble is again the leader in the amount of PR coverage received – valued at £1,131,969 had it been paid-for advertising. This figure is more than double the next highest achiever’s – L’Oréal Paris. This demonstrates a 16% increase in editorial for Bumble & bumble, bucking the trend of decreasing editorial values across the board. L’Oréal Professional has fared rather poorly, down 25% on last year, although it is still ranked at number three in the Advertising Value Equivalent (AVE) stakes.

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