Circana, formerly IRI and The NPD Group, has launched Complete Beauty, offering a holistic view of the U.S. beauty industry across both the mass and prestige channels based on actual, retailer-reported sales data.
 
“This is an exciting moment for Circana, and a game-changer for our clients and retail partners who now have a single source of truth for their data,” said Lori Monaco, president of the U.S. beauty practice at Circana. “With the beauty landscape now fully visible, brands and retailers can truly understand their market position relative to the competition, points of strength, and key areas of opportunity. Complete Beauty provides a roadmap to the data-driven actions that will help brands and retailers capture sales and grow their market share.”  
 
Complete Beauty offers coverage of the prestige, mid-range, and mass beauty brands together in one place – giving brands and retailers perspective on how, and where, consumers are trading off between mass and prestige brands.
 
Circana’s footprint spans prestige retailers such as department, specialty, and off-price stores, pure players, and TV shopping. Mass retailers include grocery and drug stores, mass merchants, value chains, and military stores.
 
Complete Beauty opens the door to new ways to look at the beauty industry, down to the item-level and with visibility into the e-commerce channel across the makeup, skincare, fragrance, and hair segments. This rich data is all harmonized in one place through Circana’s Unify+ platform, providing clients with seamless access to sophisticated analytics for real-time decision making, and supplemented by industry expertise to put the data in context.
 
“Beauty consumers are shopping the entire spectrum of mass and prestige products, blurring the industry more than ever,” said Larissa Jensen, global beauty industry advisor at Circana and a member of Beauty Packaging’s Board of Advisors.
 
“As the beauty industry’s growth streak continues in 2023, a clear and authentic understanding of the complete beauty market becomes particularly important for brands and retailers to determine white space opportunities and where to grow from here.”

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