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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

Solutions for Common Marketing Mix Modeling Challenges

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23 Jan 2026

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Solutions for Common Marketing Mix Modeling Challenges
Marketing mix modeling (MMM) offers a powerful method for understanding how various marketing executions directly affect sales and revenue. By analyzing data linked to such initiatives, brands can quantify the impact of their marketing investments and make more informed decisions for future success. That said, there are some potential hurdles to effective marketing mix modeling, including challenges related to data quality, attribution precision, and timely activation. 
Unpacking Consumer Marketing Trends That Will Drive Growth in 2026

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23 Jan 2026

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Unpacking Consumer Marketing Trends That Will Drive Growth in 2026
The consumer landscape continues to shift as a new year gets underway. Marketers face a complex environment shaped by lingering economic pressures, rapidly evolving technologies, and consumer interest in genuine connection. Success requires more than just reacting to change; it demands anticipating and recognizing shifts in behavior and leveraging data to deliver value.
China Consumer Sentiment Study Restaurant Selection for Lunar New Year’s Eve Dinner

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23 Jan 2026

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China Consumer Sentiment Study Restaurant Selection for Lunar New Year’s Eve Dinner
Understand the factors that separate Spring Festival from other holidays.
How SMBs Can Use Lost‑Buyer Data and Surveys to Strengthen Loyalty

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21 Jan 2026

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How SMBs Can Use Lost‑Buyer Data and Surveys to Strengthen Loyalty
For small and medium-sized businesses (SMBs), growth isn’t a choice between acquisition and retention. It is a penetration play: get more people to buy, more often. If you do that well, loyalty often follows.
Top 10 Books

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21 Jan 2026

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Top 10 Books
Mel Robbins closes out the year with the bestselling book, joining Atomic Habits as one of only two adult nonfiction titles in the top 10. In adult fiction, series and sequels dominate, underscoring the enduring appeal of established franchises in 2025. Series also lead the children's book market, particularly in the form of comics and graphic novels, reflecting the rising dominance of visual storytelling among middle grade readers.
How to Map Your Path to Purchase if You’re a Small to Medium-sized CPG Brand

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20 Jan 2026

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How to Map Your Path to Purchase if You’re a Small to Medium-sized CPG Brand
Shopper paths are no longer linear. Customer journeys are more like constellations. They’re shaped by a shopper’s online research, in-store merchandising experiences and product discoveries, social influence, expectations around convenience, and brand perceptions. People research online, browse shelves in store, compare prices on their phones, weigh delivery versus click-and-collect, then buy — sometimes switching at the last minute. Without a clear read on what happened, where, and why, brands
Top 10 Movies

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17 Jan 2026

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Top 10 Movies
Here are the monthly and YTD top 10 selling DVDs and Blu-ray Discs.
December Retail Sales Reinforce the 2025 Spending Plateau, Reports Circana

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16 Jan 2026

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December Retail Sales Reinforce the 2025 Spending Plateau, Reports Circana
Consumers continue to spend what they can, but price elevation is curtailing purchases. Purchasing shortfalls demonstrate the consumer’s current lack of enthusiasm, and when that is evident even during the busiest shopping periods, it should spark concern and change at retail.
How to Transform Consumer Survey Data into Proven Marketing Strategies

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16 Jan 2026

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How to Transform Consumer Survey Data into Proven Marketing Strategies
When it comes to meeting consumer preferences and needs, collecting data through surveys is only the first step. The real value in survey data lies in transforming raw numbers and responses into marketing strategies that fuel growth. This requires an integrated approach to align survey efforts with business goals, identify meaningful insights, and translate those insights into measurable initiatives.
Shopper Snapshot: Holiday Shopping Insights

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15 Jan 2026

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Shopper Snapshot: Holiday Shopping Insights
Circana’s early signals from Black Friday and Cyber Monday 2025 reveal a significant shift in spending behaviors. Unlike the consistency of previous years, income disparity is driving distinct patterns this season. Our new report analyzes these early trends, breaking down channel performance and forecasting what to expect in the final weeks before Christmas.
GLP-1 Users Aren't Ditching Restaurants, But Their Ordering Habits Are Changing, New Circana Research Finds

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14 Jan 2026

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GLP-1 Users Aren't Ditching Restaurants, But Their Ordering Habits Are Changing, New Circana...
Circana has tracked foodservice data for 50 years, and consumers have been following various diet plans for the entirety of that time. Restaurants continue to adapt and grow with those trends. With GLP-1 usage, the biggest change to restaurants won’t be that consumers stop going out to eat, it will be how they go out to eat and what they order.
How to Use Consumer Data to Stand Out and Drive Growth in a Saturated Market

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13 Jan 2026

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How to Use Consumer Data to Stand Out and Drive Growth in a Saturated Market
The marketplace is as competitive as it’s ever been, with a wide range of new items sharing space with legacy products and private label offerings. To capture attention and share of spend, brands must learn and act on what drives consumer choices.
How to Accurately Measure, Track, and Improve Your Brand Equity

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13 Jan 2026

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How to Accurately Measure, Track, and Improve Your Brand Equity
Brand equity may seem intangible because the concept has long centered on consumers’ feelings. But in today’s competitive, rapidly-changing environment, businesses need to move beyond vague notions of “brand love” or product fandom and ground their strategies in data.
Understand Which Product Attributes Drive Sales and Generate Brand Equity

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13 Jan 2026

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Understand Which Product Attributes Drive Sales and Generate Brand Equity
Consumers have plenty of choices when they are standing or scrolling at the point of sale. What is it about a particular product that makes them add it to their real or virtual cart, especially when that item is similar to something else?
Circana Forecasts Steady But Nuanced Growth for Fresh Produce Market in 2026

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13 Jan 2026

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Circana Forecasts Steady But Nuanced Growth for Fresh Produce Market in 2026
Despite so many positive tailwinds around U.S. consumers’ interest in natural, fresh and healthier eating patterns, the fresh produce industry sales forecast is modest and pound volume surprisingly flat through 2026. As the category evolves, brands that innovate around convenience, health and affordability will lead the next wave of growth.
Beauty in 2026: How Value, Wellness, and Tech are Writing the Next Chapter

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12 Jan 2026

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Beauty in 2026: How Value, Wellness, and Tech are Writing the Next Chapter
Despite ongoing economic uncertainty, beauty continues to outperform many other industries, reinforcing its role as a driver of growth across U.S. retail. Consumers are still turning to beauty products for confidence and self-expression; however, the dynamics shaping their choices are evolving. From pricing strategies to lifestyle priorities, several key trends will define the beauty market during the year ahead.
How to Shift Demand Forecasting Based on Pricing and Promotion Strategies

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8 Jan 2026

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How to Shift Demand Forecasting Based on Pricing and Promotion Strategies
Price changes and promotions certainly move the needle on sales for retailers and manufacturers, but such strategies impact the supply chain in various ways. To navigate shifts in demand and supply and avoid issues like inventory imbalances, stakeholders can take a strategic approach to data utilization. 
Driving Efficiency with Retail Supply Chain Management Software Tools and Analytics Support

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8 Jan 2026

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Driving Efficiency with Retail Supply Chain Management Software Tools and Analytics Support
Efficiency is always the goal of a retail supply chain, but the path to getting there isn’t always easily determined. Factors ranging from overall operating conditions to supplier reliability to demand variability can impact the often-complex network of suppliers, manufacturers, distributors, and retailers.
Circana to launch UK consumer tech and home appliances market measurement service in 2026

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7 Jan 2026

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Circana to launch UK consumer tech and home appliances market measurement service in 2026
The UK is the natural first step for taking our consumer tech and home measurement beyond North America. By combining strong market coverage with transparent methodology and the same approach our clients rely on in the US, we’re giving the industry a clearer, more comparable view of how the UK market is really performing.
Tips on Reducing Return Rates and Maximizing Sales from Rundown Inventory

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6 Jan 2026

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Tips on Reducing Return Rates and Maximizing Sales from Rundown Inventory
The results of inefficient inventory management extend beyond the cost of a good. Such challenges introduce operational and financial burdens that can severely impact a company’s bottom line and market standing.
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