Beauty analytics provider mmi buys influencer platform to build social commerce capabilities. Achoo will continue to serve non-beauty clients under a new name as part of the wider mmi Analytics group of companies.
London, 2nd March 2022: mmi Analytics, a specialist provider of beauty industry insights, today announced that it has acquired Achoo, an influencer marketing platform used by leading PR and advertising agencies such as Havas, as well as brands Breitling and Audi.
mmi, which recently raised £4.5 million from investors to fund expansion, will integrate Achoo’s technology with its influencer marketing and media services, enabling beauty companies globally to optimise their digital activities and build targeted brand strategies across print, online, social and influencer media channels.
Achoo will continue to work with clients outside the beauty industry as a subsidiary of mmi’s parent company WISE Analytics Group.
Achoo’s influencer marketing platform will be enhanced with mmi’s beauty data benchmarking and e-commerce capabilities, as well as data from additional social and influencer platforms across Asia Pacific. mmi will also develop social commerce tools to enable brands to attribute digital sales to specific channels, influencers and activities.
Ulla Falk, CEO of Achoo, said: “This acquisition is great news for everyone involved. mmi has been a major client of Achoo for some time and as part of the mmi group Achoo can now further enhance its platform and continue its growth journey as part of a strong business with global reach and influence while providing mmi with superior influencer marketing capabilities.”
Christian Eckley, CEO of mmi Analytics, said: “I am delighted to welcome Achoo to the mmi family. Influencer marketing is generating fantastic returns for consumer brands globally, and acquiring Achoo means we can further optimise clients’ digital strategies with world-class influencer insights and develop new social commerce capabilities.”
About mmi Analytics
mmi Analytics is the global standard in beauty analytics. It monitors media, marketing and e-commerce data across the world’s largest beauty markets, enabling clients to measure influencer and online retail relationships and optimise sales activities online. Headquartered in London, mmi works with 40 major beauty companies and over 200 brands worldwide. Clients include Coty, Huda Beauty, L’Oréal, Revlon, Groupe L’Occitane, Unilever and Shiseido.