Black is Beautiful: the global CPG marketplace just got a whole lot smarter

By Deanna Utroske contact

- Last updated on GMT

©Getty Images \ (metamorworks)
©Getty Images \ (metamorworks)

Related tags: women of color, Black people, African american, data, Category

The magnitude and significance of the multicultural consumer in the cosmetics and personal care industry has never been lost on Romina Brown and her team at Strategic Solutions International; she’s been helping brands compete to win in this space for over 15 years. Late last month, Nielsen partnered with SSI to ensure both firms’ clients have a fuller picture of what it takes to succeed in business today.

“The beauty industry and African American community alike will feel the positive impact of this collaboration,” ​says Cheryl Grace, Senior Vice President of Multicultural Consumer Engagement at Nielsen, in a recent media release about the deal.

And Grace goes on to explain her comment further saying, “When you bring together two powerhouse players who are equally motivated to evolve the multicultural conversation, a more informed business and retail environment will emerge to better serve the growing population of multicultural consumers.”

SSI joins Nielsen Connect Partner Network, adding crucial data to the marketplace

Nielsen's venerated commitment to the multicultural marketplace is impressive and I am energized for the power and knowledge that this new relationship will bring to the industry,”​ says Romina Brown, CEO and President of Strategic Solutions International​, in a recent media release about the partnership.

“With data as the backbone, we are eager to expand the narrative of the multicultural consumer beyond consumption habits and behaviors to include deeper, nuanced insights.”

SSI has a strong reputation and deep insights in the multicultural hair market; and in recent years, the category-growth management company’s business has expanded into skin care and color cosmetics as well.

Now as part of the Nielsen Connect Partner Network, data will flow both ways: both from SSI to Nielsen and from Nielsen to SSI. This means that significantly more robust insights on the multicultural market are available to Nielsen clients.

And while for now those insights are centered in beauty, Brown tells Cosmetics Design that soon SSI insights will be available for other CPG sectors as well—sectors such as personal care, spirits, and condiments. “Our intention,” ​says Brown, “is to become the globally preferred provider for multicultural insights.”



Deanna Utroske is a leading voice in the cosmetics and personal care industry as well as in the indie beauty movement.​ As Editor of, she writes daily news about the business of beauty in the Americas region and regularly produces video interviews with cosmetics, fragrance, personal care, and packaging experts as well as with indie brand founders.

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