NielsenIQ, which works in retail measurement and consumer analytics, has teamed with omnichannel beauty supply retailer Sally Beauty to work on analytics in the beauty and personal care industry, the companies announced Tuesday (Jan. 11).
With the new partnership, NielsenIQ plans to be the exclusive information provider for Sally Beauty, working on a strategic data sharing and licensing program, which will let manufacturers measure comprehensive online and offline sales and decide on strategies.
The release says Nielsen’s merchandising solutions, including pricing and promotion tools, will be used.
Nielsen will also further work on its coverage of the omnichannel beauty retail landscape. Sally Beauty, after that, will work with a single, modern and differentiated visualization platform, working with Nielsen’s data and products.
“Consumers have increased their reliance on eCommerce whereby retailers and manufacturers can no longer operate without having a comprehensive, actionable view of their shoppers and consumption patterns,” said Tara James Taylor, senior vice president, beauty and personal care vertical, NielsenIQ. “Our new relationship comes at a critical juncture with the beauty and personal care industry focused on consumer-led growth.”
Meanwhile, Sally Beauty senior vice president and chief merchandising officer Pamela K. Kohn said that as the company continues its journey, it is “thrilled to begin this new relationship with NielsenIQ and begin employing their comprehensive merchandising tools to facilitate retail success with business intelligence and real-time capabilities.”
Sally Beauty has been working on emphasizing “self expression” after the pandemic’s onset, PYMNTS reported, which has helped lead customers to boost their purchases of things like hair dyes, particularly for brighter colors.
See also: Sally Beauty Sees Brightly-Colored Future As Consumers Focus On Self-Expression
While the purchases have been focused on Gen Z customers, CEO Chris Brickman said there have been buyers of all ages — even buyers in their 70s and 80s.
“I just think there’s a desire for self-expression that’s driving this, and a feeling, like, ‘Hey, you know, I should be free to do what I want, where I work, where I go to school, whatever,’” Brickman said.
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