CARMA delves into beauty, fashion and lifestyle with mmi Analytics acquisition

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Media intelligence firm CARMA has acquired mmi Analytics, a media communication and eTail measurement platform for beauty, fashion and lifestyle brands.

The acquisition expands CARMA's full-service offerings and strengthens its position in key vertical markets.

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In addition, the acquisition brings together CARMA's global reach, technology and comprehensive services with mmi Analytics' deep expertise and established presence in the beauty, fashion and lifestyle sectors.

“The beauty and luxury goods sector is an exciting category. It is robust, innovative, and fast-moving and is growing double-digit across our strategic markets in Asia and the Middle East," said Mazen Nahawi, CEO of CARMA.

"Acquiring mmi means that we can now further optimise beauty clients’ digital communications strategies on a global basis," continued Nahawi.

Chrisitan Eckley, CEO of mmi Analytics added, "This acquisition provides us with superior media insights technology, service, and capabilities while enabling mmi to enhance and scale its offering as part of a truly global organisation."

CARMA has been quickly expanding its business in recent years. Prior to acquiring mmi Analytics, it launched in Indonesia as part of its on-going expansion in Asia.

The expansion into Indonesia comes as CARMA notes "tremendous growth" for the company in Asia in a "relatively short space of time" to become a key market globally, according to Nahawi.

"Our expansion into Indonesia underpins a deepening of CARMA’s commitment to the region,” continued Nahawi.

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