The Onclusive Beauty Barometer is based on the analysis of editorial content from around 140 print press titles, as well as 77 digital sites. “ On the web we operate a strategic selection by tracking 121 reference brands in a corpus of 77 press sites, blogs and pure players “, noted Lauren Robert.
The results show a overall increase of 2% in editorial space devoted to the subject in relation to 2024, confirming its media interest. The web today represents the main engine of visibility with 67% of editorial content compared to 33% for the press.
« This distribution demonstrates the importance for brands to adopt hybrid communication strategies, combining traditional and digital media in order to maximize their exposure. », Underlines the Onclusive analyst.
Prestige dominates, other circuits gain ground
Equipped with greater resources, the brands of the selective circuit continue, unsurprisingly, to largely dominate the editorial coverage. They represent 61% of the brands mentioned in the press.
However, the analysis also highlights the 5% increase in brands sold in pharmacies, as well as brands sold in mass distribution (+9%).
Care, leader in editorial content
In terms of market segments, skincare stands out as the most publicized category, at 25% in the press and 30% on the web, driven in particular by facial care and the rise of instrumental cosmetics. However, it is perfume which shows the greatest progress, particularly on the web, with 28% additional presence compared to 2024. Makeup, for its part, appears to be in slight decline in the press and on the internet.
« We can assume that this decline in makeup brands comes from a shift in communication strategies towards social networks, where tutorials and influencer content lend themselves particularly well to this category. », note Lauren Robert.
Visibility levers
Innovation remains the major asset to capture the attention of journalists and readers. In 2025, nearly 29% of editorial space will be devoted to new products, to differentiate from the number of new products whose result is slightly lower than that of previous years.
« There were 4,143 pages devoted to innovation in all segments, the care category dominates and represents 25% of all new products. We are seeing fewer launches this year but brands are communicating better and stronger », continues the specialist.
In addition to innovation, brand incarnation through musesas well as events or societal positions brands, also have strong media appeal.
« We analyzed the twenty brands occupying the most media space. L’Oréal Paris thus holds its first place thanks to the fallout from its parade of stars and muses which gave rise to many articles, particularly on the web. Topics related to reactivation of heritageor the highlighting certain iconic products such as Shalimar by Guerlain or Boite Bleue by Nivea, have also helped propel these brands into the ranking », points out Lauren Robert.
Beauty Tech and CSR: two trending topics
Among the main topics observed in editorial content, instrumental cosmetics stands out and records a 31% increase in editorial impact.
At the same time, CSR issues continue to take an important place with a 15% increase in content. Environmental initiatives, societal commitments or dedicated ambassadors are part of the visibility strategies of players in the sector.
Generally speaking, in view of global media news, beauty retains its power of attraction, particularly during major events, such as the Cannes Film Festival, spectacular fashion shows or even immersive brand activations.
« Beauty remains a vector of dreams and freedom in the world of media », concludes Lauren Robert.
