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P. 62
REPOR T
TOP TIPS FOR US
MARKET PENETRATION,
OMNICHANNEL
DISTRIBUTION,
& MOCRA’S NEW
REGULATORY
VALÉRIE KAMINOV – BIOGRAPHY
Valérie Kaminov is Founder and Managing
Director of the highly successful REQUIREMENTS
International Luxury Brand Consultancy.
For over 25 years Valérie has been at
the forefront of the global cosmetics Revenue in the US Beauty & Personal Care market amounts to US$ 91.41bn in 2023,
industry and has worked with a vast array with market expected to grow annually 2.60% (CAGR 2023-2027). Recent growth
of luxury, premium and niche beauty figures have been impressive despite the pandemic. In 2021, the U.S. selective beauty
brands and fragrances. With her extensive industry generated a 30% increase in dollar sales, versus 2020. Though one could be
expertise, commercial acumen and tempted to attribute the increase to the end of the pandemic, the fact is, that even when
practical experience IL Brand Consultancy compared with 2019 overall figures, beauty and personal care saw strong growth (41%
has become one of the most sought after
management and distribution agencies increase for fragrance, if compared to pre-pandemic figures in 2019, 62% for hair care,
specialising in global beauty. Recognised and 6% for skin care). Though the potential for a brand to launch in the USA and reap
for the breadth of business sectors and success seems alluring, launching in the US is a challenging endeavor.
extensive distribution channels it works American customers have
with, ILBC’s international client portfolio traditionally preferred to make
spans both well-established names and their beauty purchases off-line.
newly-emerging brands in hair care,
make-up, skincare, fragrance, devices Yet, the trend has shifted so much
and top-to-toe brands. Valérie’s wealth that by 2025, projections indicate
of knowledge in international growth online purchases are expected to
strategies and business development comprise nearly half of all sales.
is combined with an inspirational This uptrend of online sales might
and forward-thinking approach. suggest that a direct-to-consumer
Through her exceptional insight and
understanding of the industry Valérie has approach is easier than the
helped brands amplify their market reach, traditional retail route. However,
elevate their brand presence, improve the truth is that this shift towards
their business performance and achieve online consumption accompanies a growing demand for product endorsement
commercial success globally. by influencers, testimonials, and certifications (more easily provided and accessed
A further aspect of her business is her online), demanding a substantial investment from brands.
skill in brand evaluation, acquisition due
diligence, risk assessment and commercial Selling direct-to-store also entails a number of possible hurdles. Courting and
growth which has led Valérie to regularly successfully engaging retail buyers, distributors, 3PL partners and sales agents is no
advise Private Equity Funds, small feat. Being retailer ready means having a 12-month marketing and investment
multi-national organizations and financial plan and a significant budget, ready to dispense, which brands must present at the
investors. This capability in combination first distribution call (along with a social-media plan). Training tools and incentive
with her advanced qualifications and programs for sales staff are also expected. Pricing and margin strategy must also have
proficiency in corporate governance
have made her a much-desired Board been solidified.
Advisor and Non-Executive Director. International brands must, additionally, take into account the cost of bringing the
From her CEW mentoring, organisation product to the US including, direct additional out-of-pocket expenses for US market
of the International Manufacturers & entry, products modification and special packaging costs, freight forwarder fee,
Distributors Forum (IMF) and guest customs fees, and transportation costs. Also, the exchange rate and competitor
lecture programmes, Valérie is a passionate pricing must be incorporated in the strategy. Once the pricing and margin strategy
and dynamic advocate of the global have been set, as well as a commercial offer crafted, a brand can decide on its method
beauty industry. Valérie splits her
time between her London HQ and her of entry into market: sales agent, direct to stores or via distributors.
central Paris office as well as managing
a satellite network in Russia & China.
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