Fragrance News
Issue 1. Autumn 2009
The good news is that fragrance editorial is holding steady
For this newsletter we will be taking a top down look at September 2008 v September 2009, year on year.
We are pleased to report that in these difficult times fragrance press marketing has remained relatively stable which is a good indicator of the strength of the market. Whilst there have been reductions there have also been increases and in particular reduced advertising rates have in themselves created positive opportunities.
We took a look at both the advertising spend* and the PR value (that is the value of the editorial had it been paid-for advertising) by brand in the top 100 monthly consumer titles we monitor.
Year on year Glamour magazine wins the advertising war, albeit with two less fragrance brands placing display ads in 2009 than in 2008.
Not surprisingly, overall ad spend is down across all the consumer titles by 16.33% and the number of brands advertising has slightly decreased from 25 to 23 with Calvin Klein at the top spot during September 2009.
This decrease in spend reflects the overall advertising market, and the advantageous press rates on offer have created the opportunity for more beauty brands to place advertising as they exploit the discounts on offer.
The good news is that fragrance editorial is holding firm.
Budgetary savings on display advertising has released cash for hard pressed PR teams and the year on year ‘PR Value’ has remained virtually the same.
This is noteworthy because during September 2009 the actual number of fragrance brands winning editorial also remained unchanged at 84 year on year. This signifies that editors are continuing to dedicate column centimetres to fragrance. Alberta Ferretti tops the PR fragrance charts for September 2009 and the best magazine for fragrance PR was Red.
Mymarketmonitor.com is proud to be working with so many of the leading fragrance brands.
Our clients tell us that we are helping them win editorial whilst reducing advertising costs, and with our intelligence they can now track trends and product launches in real time, thereby confidently positioning their brand in the beauty market
Mymarketmonitor.com is the specialist beauty market research company and delivers the most up to date insight into the fragrance market’s UK press marketing activity.
If you would like to know more about how we track your brand please call
Mike Ramseyer, CEO on 020 8614 1155 or email mike@mymarketmonitor.com
*The advertising values are based on rate card prices
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