IRI and HRB Brands Partner to Drive Category Growth

HRB Brands identifies significant pockets of growth through an enhanced understanding of its consumer segmentation and shopper purchase behaviors

IRI^®, a fast-growing, global leader in innovative solutions and services for consumer, retail and media companies, today announced HRB Brands LLC (HRB) is utilizing IRI’s deep category segmentation and demographic profiles to guide its path forward for both its legacy brands and newly acquired personal care brands purchased from Helen of Troy in June 2021.

“Our success leans heavily on the insights and tools IRI provides. We are the David among the giants in our categories. IRI helps us compete day in and day out within established segments and channels as well as in new ‘whitespace’ opportunities we’ve discovered,” said Jim Daniels, chief executive officer for HRB Brands. “HRB Brands is on a significant growth trajectory with our retailers. Consumer and economic trends are in our favor, and with IRI’s help we expect to reach our goals faster than was possible before.”

Through the partnership, HRB Brands has utilized IRI’s Unify^® visualization platform, which brings together multiple, disparate data sources to identify emerging market trends and opportunities. Unify offers a single access point to all IRI Liquid Data^® solutions, which aggregate and visualize point-of-sale and de-identified consumer panel data to provide a holistic view of consumer trends and purchase behavior in real time.

“IRI’s shopper insights solutions have enabled HRB Brands and other mid-market retailers and manufacturers to develop a deeper understanding of their consumers,” said Robert Porod, executive vice president of Mid-Market National for IRI. “By gaining new insights into demographics, segmentation and purchase behaviors, IRI has helped HRB Brands successfully identify opportunities to drive innovation to best connect its portfolio of brands with the varying needs of consumers.”

For more information on IRI’s Mid-Market Growth Practice’s comprehensive portfolio of solutions specifically crafted for small- and midsize brands, please contact Robert Porod at Robert.Porod@IRIworldwide.com.

About High Ridge Brands LLC

HRB Brands is one of the largest independent branded personal care companies in North America. HRB Brands holds leading market positions in the hair care and skin cleansing categories with iconic brands including ZEST^®, VO5^®, COAST^®, Rave^® SGX NYC^®, THICKER FULLER HAIR^®, Zero Frizz^® and LA LOOKS^®. HRB Brands is a portfolio company of Tengram Capital Partners. For more information, please visit hrbbrands.com.

About IRI

IRI is a fast-growing, leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers, and financial services and media companies grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated into an on-demand, cloud-based technology platform, IRI is empowering the personalization revolution, helping to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers, collaborate with key constituents and deliver market-leading growth. For more information, visit www.iriworldwide.com.

About IRI’s Mid-Market Growth Practice

The Mid-Market Growth Practice of IRI provides high-tech and high-touch support for small- to midsize manufacturers. Regardless of company size, IRI has a data solution that drives understanding and growth. Companies benefit from access to all the same tested and proven solutions offered to IRI global partners, enabling companies of all sizes to democratize data, streamline analytics and, ultimately, win in the marketplace. For more information on IRI’s comprehensive portfolio of solutions specifically crafted for small- and midsize brands, please contact Robert Porod at Robert.Porod@IRIworldwide.com.

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