Carma is expanding its expertise in beauty, fashion, and lifestyle sectors. The global media intelligence software and research company has acquired mmi Analytics, a media communication and e-tail measurement platform that specialises in the three sectors. Terms were not divulged.

Carma said the strategic acquisition “marks a significant step in [our] commitment to expanding… full-service offerings and strengthening [our] position in these key vertical markets”.

The acquisition also “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”, it said.

“It will enable the optimisation of the customer journey by building targeted brand strategies and evaluation methodologies across retail media, influencer communities, and traditional media networks around the world”.

mmi, headquartered in London, will operate as a brand within the Carma group and be supported by its global scale and client service, technology, and expertise.

With 22 offices worldwide, the acquisition “will enable mmi to double down on its regional strength in the sectors while supporting clients in dynamic global markets”.

Carma CEO Mazen Nahawi said: “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 the Middle East and Asia.  Acquiring mmi means that we can now further optimise beauty clients’ digital communications strategies on a global basis.”

Christian Eckley, CEO of mmi Analytics added: “This acquisition is great news for our team and our clients. It 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.”