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May 26, 2022

These are the 10 Most Visible Brands From Father’s Day 2021

Father’s Day 2021 was a big event for more reasons than one; not only was it a chance to celebrate the men in our lives, but to also enjoy post-lockdown time with our loved ones. For this reason, some embraced the day with a renewed enthusiasm, and that excitement was reflected in soaring sales in the fragrance industry.

In fact, in the two weeks leading up to Father’s Day 2021, NPD reported a 68% increase in mens fragrance sales compared to the same period in 2020. These sales figures were also 44% higher than those seen in 2019, indicating an upwards trend in grooming gifts that looks set to continue for 2022.  

But what brands were enjoying strong visibility over this lucrative gifting period? As we head into Fathers Day 2022, mmi has been reflecting on the etail and media data that matters. Our team has identified the brands that had the highest share of voice (SOV) in the lead up to Fathers Day 2021, as well as the products that received the most coverage.


Heres what we discovered…


Brands with the highest media SOV for Fathers Day 2021


Brand % UK Media SOV
Tom Ford 17%
Jo Malone London 15%
Acqua di Parma 12%
Clinique 10%
Chanel 9%
Aesop 8%
Bulldog 8%
Christian Dior 7%
Elemis 7%
Foreo 7%


Tom Ford and Jo Malone were in the lead with the highest media share of voice in the grooming industry, closely followed by Acqua di Parma and Clinique. The data we collected tracks across all media – from Instagram to magazines to print publications – so the coverage spanned gift guides, influencer campaigns, advertorials and more.

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Products with the highest media SOV for Fathers Day 2021


Brand / Product % UK Media SOV
Tom Ford Costa Azzurra EDP 29%
Creed Viking Cologne 15%
Jo Malone London The Car Diffuser 10%
Clinique For Men Daily Intense Hydrator Set 10%
Elemis General Brand Mention 8%
Shiseido Men Ultimune Power Infusing Concentrate 8%
Heath London The Oil Control Kit x Liam Mertens Limited Edition 6%
Montblanc Explorer EDP 6%
Foreo Luna 3 6%
Chanel Bleu De Chanel All-Over Spray 6%


When we drill down deeper into share of voice data, we can see what products were most popular in media, with some surprise contenders amongst key cult-classic picks. As luxury scents with a timeless quality, Tom Ford Azzurra and Creed Viking were failsafe Fathers Day gifts, while Jo Malones fragranced car diffuser demonstrated a desire for creativity in the market. Skincare from Clinique, Shiseido and Foreo also ranked high alongside the classic gift of fragrance, indicating a shift in focus from just scents to wider grooming products. Meanwhile, Elemis showed the impact of well-planned influencer campaigns, achieving high SOV off the back of an Instagram Story takeover with lifestyle creator @howeydon.


Brands with the highest ecommerce SOV for Fathers Day 2021 in UK retailers


Brand % UK Media SOV
Armani 6%
Versace 6%
Paco Rabanne 5%
Hugo Boss 5%
L'Oreal 4%
No 7 4%
Dior 4%
Yves Saint Laurent 3%
Ralph Lauren 3%
Gucci 3%


High visibility on ecommerce stores often correlates with high sales volume, making co-op advertising one of the most valuable marketing tools during key consumer periods. The brands that won in this space through Fathers Day 2021 included a mix of high end and drugstore staples, from Armani and Versace to LOreal Paris and No 7. With the right tool, you can see what etailers and ad placement earned them this high SOV, then use these insights to optimise your own presence for Fathers Day 2022.

Meanwhile, media SOV data helps you spot who your key competitors are through Fathers Day, and highlights whose strategies to take inspiration from when planning future media outreach. This isnt just useful for Fathers Day, but also for other key consumer periods, when boosting presence is vital to accelerating revenue.

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May 26, 2022