NEWS17 December 2021

Suzy acquires beauty research platform

M&A News North America

US – Market research platform Suzy has acquired beauty-focused research platform

Handshake with data visuals

The acquisition expands Suzy’s category presence and qualitative research capabilities, including the recent launch of Suzy Home, its new in-home usage testing (IHUT) offering.

Doreen Bloch, chief executive of Poshly, joins Suzy as vice-president of audience management to oversee the operational rollout of Suzy Home and drive growth in Suzy Live. The latter is an interview solution that supports consumer electronics, beauty, CPG, F&B and retail clients with their physical product research needs and drives more confident product launches.

By acquiring Poshly, Suzy continues to broaden its offerings to support companies such as Mondelez, Google, Estee Lauder, Citi, and PepsiCo, which utilise Suzy technology to conduct market research for real-time consumer insights. The introduction of Suzy Home allows brands to collect and analyse feedback from consumers’ hands-on product testing experiences, then retarget those same consumers for follow-up research, all integrated within Suzy’s streamlined platform.

Bringing Poshly’s audience and agile research platform into the fold also grows Suzy’s audience of beauty and personal care consumers to provide its customers with “an increasingly comprehensive audience panel”, according to the New York-headquartered company.

Commenting on the arrangement, Suzy president Avi Savar said: “Integrating Poshly into our platform allows us to continue raising the bar with our best-in-class product, delivering real-time consumer intelligence that is more crucial than ever to brands’ decision-making.”