Carma Acquires mmi Analytics to Strengthen Beauty, Fashion and Luxury Businesses

Carma is expanding its expertise in the beauty, fashion and lifestyle sectors. The global media intelligence software and research company has acquired mmi Analytics, a media communications and e-retail measurement platform focused on these three areas. Terms were not disclosed.

Carma said the strategic acquisition marks an important step in their commitment to expand the full-service offering and strengthen their position in these key vertical markets.

The acquisition also combines Carma's global reach, technology and comprehensive services with mmi Analytics' deep expertise and influence in the beauty, fashion and lifestyle sectors. It will optimize the customer journey through a targeted brand strategy and measurement approach across retail media, influencer communities and traditional media networks around the world.

Headquartered in London, mmi has 22 offices worldwide, it will operate as a brand within the Carma Group, supported by its global scale, customer service, technology and expertise. And the acquisition will enable mmi to double down on its regional strength in this sector while supporting clients in dynamic global markets.

Mazen Nahawi, CEO of Carma, said: "The beauty and luxury industry is an exciting category. It is robust, innovative, fast-growing and is growing at double-digit rates in our strategic markets in the Middle East and Asia. The acquisition of mmi means we can now further optimize our beauty clients' digital communications strategies globally."

Christian Eckley, CEO of mmi Analytics, added: "This acquisition is great news for our team and clients. It provides us with superior media insights technology, services and capabilities, while enabling mmi to enhance and expand its offerings as part of a truly global organization.