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The first Wicked film made its streaming debut on Prime Video and viewers showed up in force, generating almost 2 million hours watched in the opening weekend alone.

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Mathilde Lion

Mathilde Lion

Executive Director, Industry Analyst, Beauty

Mathilde Lion is industry analyst and executive director of beauty in Europe for Circana. Her expertise is based on more than 25 years of experience in market research and two decades in the world of beauty. She is responsible for strategic analysis and pan-European beauty research for industry leaders. She also manages relationships with Circana’s retail partners and the media in Europe.


Lion joined Circana in 2005 with the launch of the company’s Beauty practice in France. Prior to her work with Circana, she was with Dun & Bradstreet and Kantar Worldpanel.

Recent Posts from

Mathilde Lion

Black Friday Insights: Did Shoppers Show Up to Spend?

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5 Dec 2025

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Black Friday Insights: Did Shoppers Show Up to Spend?
The reports are in, and while Black Friday 2025 saw a record number of shoppers, the sales figures tell a more complex story. Despite crowded stores and heavy foot traffic, preliminary data reveals a disconnect between the number of people shopping and the amount they actually spent.
Why Brands Need To Go Beyond Customer Acquisition, Retention, Loyalty to Drive Growth

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4 Dec 2025

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Why Brands Need To Go Beyond Customer Acquisition, Retention, Loyalty to Drive Growth
There’s no shortage of opinions and strategies about whether to prioritize retention or acquisition. But the truth is, these strategies don’t reflect how consumers actually behave or how markets work.
Unwrapping Fragrance Trends: What to Expect This Holiday Season 

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4 Dec 2025

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Unwrapping Fragrance Trends: What to Expect This Holiday Season 
Fragrance is one of the most gifted items among U.S. consumers. In fact, roughly one-in-five consumers purchased fragrance as a holiday gift last year, and purchase intentions for this season are trending higher.
Circana’s 2026 Food & Beverage Outlook Reveals Growth Driven by Price and Product Mix as Consumers Optimize Spending

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3 Dec 2025

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Circana’s 2026 Food & Beverage Outlook Reveals Growth Driven by Price and Product Mix as Consumers...
Our revised 2026 outlook reflects a market that is tightening and more challenging, but not without growth vectors
Circana Research Reveals SNAP Households Spend 23% More Annually on CPG Food and Beverages Than Non-SNAP Households

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3 Dec 2025

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Circana Research Reveals SNAP Households Spend 23% More Annually on CPG Food and Beverages Than...
Despite recent economic shifts and changes in benefit payments, SNAP households continue to be a powerhouse consumer group for the CPG industry
Welcome to the CPG Consumer Spend Tracker

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26 Nov 2025

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Welcome to the CPG Consumer Spend Tracker
Monitoring the impact of macroeconomic factors, including tariffs, on volume, price, and supply in U.S. CPG.
Holiday Shopper Plans Include Apparel, Technology, Beauty, and Buying Differently, Reports Circana 

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26 Nov 2025

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Holiday Shopper Plans Include Apparel, Technology, Beauty, and Buying Differently, Reports Circana 
Purchase prioritization will be front and center for consumers this holiday shopping season. Holiday shoppers will be making more thoughtful and deliberate choices based on their budget and the value they get from the purchase, leaving less room for the impulse spending that is critical to holiday season growth.
Spending Boom: Why Baby Boomers are Still a Big Deal

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20 Nov 2025

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Spending Boom: Why Baby Boomers are Still a Big Deal
This age group is ensuring that its influence that began in the wake of World War II will continue for decades to come via the transfer of wealth.
Top Trends in Fresh: Shopping Restructured

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20 Nov 2025

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Top Trends in Fresh: Shopping Restructured
This webinar is the fourth installment of Circana's and FMI’s “Top Trends in Fresh” annual series in 2025. The session is ideal for retailers and manufacturers who compete in the fresh foods space, as well as other food and beverage manufacturers and retailers.
How are Thanksgiving Staples Selling This Year?

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20 Nov 2025

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How are Thanksgiving Staples Selling This Year?
According to Circana’s OmniMarket™ Integrated Fresh data for the week of November 2-9, 2025, dollar sales of whole turkeys hit $41,404,334, up 1.4% over the same period last year...
How Restaurants Fit into the Thanksgiving Picture 

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20 Nov 2025

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How Restaurants Fit into the Thanksgiving Picture 
‘Twas the night before Thanksgiving and all through the nation, people gathered for a pre-celebration. At least, recent data from Circana shows that Thanksgiving Eve has become an occasion of its own.
China Consumer Sentiment Study

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19 Nov 2025

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China Consumer Sentiment Study
Over half of consumers claimed neutral/accept to a pre-cooked dish in restaurants
Circana Expands Partnership with Yahoo DSP to Enable Campaign Conversion Feed

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19 Nov 2025

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Circana Expands Partnership with Yahoo DSP to Enable Campaign Conversion Feed
Circana’s Campaign Conversion Feed being available on Yahoo DSP represents an important milestone in our partnership. By integrating this advanced optimization capability, we’re not only innovating but also deepening the value we offer to advertisers — giving them the tools to measure and act on campaign performance at a granular level, all in real time.
Top 10 Movies

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19 Nov 2025

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Top 10 Movies
Here are the monthly and YTD top 10 selling DVDs and Blu-ray Discs.
What Stresses People Out During Thanksgiving?

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18 Nov 2025

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What Stresses People Out During Thanksgiving?
Those who take part in cooking, food prep and serving on Turkey Day feel some pressure. Circana’s research shows that 43% worry that food will not come out as planned when they are entertaining their guests. Filling plates is another concern, with 27% stressed about having enough food to go around.
Canada’s Beauty Market Grows 4% Heading into the Holiday Season, Circana Reports

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18 Nov 2025

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Canada’s Beauty Market Grows 4% Heading into the Holiday Season, Circana Reports
Canada’s beauty market is normalizing from its exceptional growth phase, but consumers are still trading up in select areas. Fragrance and hair care, in particular, show sustained strength as shoppers prioritize quality, benefits, and treat‑yourself moments.
US Beauty Industry Sales Accelerate in Q3, Circana Reports

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18 Nov 2025

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US Beauty Industry Sales Accelerate in Q3, Circana Reports
The beauty industry had a really stellar third quarter and, in fact, the growth rate has ramped up when we compare the past three quarters of 2025, which bodes well stepping into the holiday season. Beauty is in a position to shine this holiday, with one-third of consumers planning to gift beauty products — a meaningful increase from last year...
GLP-1 Medication Users to Represent 35% of U.S. Food and Beverage Sales by 2030, New Circana Research Reveals

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18 Nov 2025

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GLP-1 Medication Users to Represent 35% of U.S. Food and Beverage Sales by 2030, New Circana...
Our research shows shopper priorities are evolving quickly and dramatically. It’s vital for retailers and manufacturers to pay close attention to these trends. The key to future success will be adapting product selections and marketing to line up with the new health-focused mindset of this growing group of shoppers...
October Retail Sales Reveal the Impact of Headwinds Challenging Consumers, Reports Circana

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14 Nov 2025

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October Retail Sales Reveal the Impact of Headwinds Challenging Consumers, Reports Circana
Consumers appear nimble as they bend and stretch their ability to purchase amid an abundance of headwinds hitting their wallets. But the struggle to exceed last October’s soft comps resulting from pre-election distraction makes it clear that their resiliency is being tested heading into the core holiday shopping period.
Here’s the Deal on Shopper Sentiment This Thanksgiving

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14 Nov 2025

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Here’s the Deal on Shopper Sentiment This Thanksgiving
This year, 38% of consumers report that they are looking for deals for Thanksgiving meal items before the holiday week. That number is even higher (45%) among younger consumers in the Gen Z and younger millennial age groups.
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