Sally Beauty will extend its partnership with NielsenIQ (NIQ) in a multi-year deal which will see NIQ power the specialist beauty retailer’s shopper intelligence, as well as offering exclusive key trade account data for its brand partners.

The renewed collaboration will deploy NIQ’s Full View™ Measurement, which offers insights into omnichannel beauty performance, as well as its Expanded Omnishopper feature, which deep-dives into a holistic view of the evolving beauty consumer.

“We are committed to staying at the forefront of beauty retail,” Bryan DeYoung, SVP of Merchandising Operations and Global Sourcing at Sally Beauty, said. “This partnership strengthens our ability to drive innovation, collaborate with brand partners and deliver value to the professional and at home beauty communities we serve.”

The partnership will allow Sally Beauty to benefit from granular insights into shoppers’ journeys across bricks-and-mortar, online and hybrid channels, as well as expanding its visibility into market performance with unified data measurement across key channels, including Amazon storefronts.

“As one of the most differentiated and specialised players in the beauty retail landscape, Sally Beauty brings a unique value proposition to both consumers and brand partners,” said Jacqueline Flam, MD of Beauty & Health at NIQ.

“This expanded relationship will empower it with an even more holistic view of omnichannel performance and shopper behaviour, enabling smarter decisions, stronger collaboration and continued category leadership,” Flam concluded.