The Beauty Company Spins Off Consumer Research Arm

In the US, brand strategist The Beauty Company has spun off its consumer research and beauty product testing division into a separate firm called The Benchmarking Company, which also houses the consumer PinkPanel.

The new company, which is based in the Washington, DC metro area with a West Coast office in San Diego, is run by research professionals Jennifer Stansbury and Denise Herich, who have previously worked with The Beauty Company and for ventures owned by Alisa Beyer (pictured), its founder and Creative Director.

Using The Beauty Company's proprietary research methodologies, the pair will offer a range of beauty product testing programs, quantitative online surveys and focus groups, along with feedback from the PinkPanel's 30,000+ participants, to provide insights into what female consumers want and what they buy.

Beyer explains the reason behind the spin off: 'This move allows me to narrow my personal focus to providing strategic brand and business consulting to beauty brands. I take great pride in knowing that brands that have come to me for consumer research, industry reports and product testing will experience the same exceptional results with The Benchmarking Company.'

Web sites: www.thebeautycompany.co and www.benchmarkingcompany.com .