Page 146 - EM - Export Magazine Perfumery Edition

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COuNTERfEIT GLAM!

VALÉRIE KAMINOV – BIOGRAPHY
Valérie Kaminov is Founder and Managing Director The counterfeit beauty industry harms the reputation of consumer cosmetics
of the highly successful International Luxury Brand brands by supplying the market with inferior quality products under famous brand
Consultancy. For over 25 years Valérie has been at labels. It reduces company sales by diverting potential customers from buying
the forefront of the global cosmetics industry and genuine products from official retailers. But how far-reaching is the problem and
has worked with a vast array of luxury, premium what solutions exist today to battle this rapidly growing trend?
and niche beauty brands and fragrances. With
her extensive expertise, commercial acumen and The Scope of the
practical experience IL Brand Consultancy has Counterfeit problem
become one of the most sought after management According to the Organization
and distribution agencies specialising in global for Economic Co-operation
beauty. Recognised for the breadth of business
and Development, cosmetics
sectors and extensive distribution channels it works are one of the top counterfeit
with, ILBC’s international client portfolio spans items produced and distributed
both well-established names and newly-emerging worldwide. As the name implies,
brands in hair care, make-up, skincare, fragrance,
“counterfeit beauty products” are
devices and top-to-toe brands. Valérie’s wealth imitations of (usually high-end)
of knowledge in international growth strategies well-recognised products. These
and business development is combined with an products are either passed off as
inspirational and forward-thinking approach.
the real-deal, tricking customers,
Through her exceptional insight and understanding
of the industry Valérie has helped brands amplify or they are sold to consumers
their market reach, elevate their brand presence, that know they aren’t real but
improve their business performance and believe will work just as well.
Counterfeit products are often sold at a deeply discounted price, and although
achieve commercial success globally.
A further aspect of her business is her skill in brand the items generally look like their brand-name counterparts, they are typically
evaluation, acquisition due diligence, risk assessment lower in quality and may contain potentially harmful ingredients.
and commercial growth which has led Valérie to regularly American businesses and consumers tend to be the biggest victims of
counterfeiting. American shoppers are reported to purchase the highest share of
advise Private Equity Funds, multi-national organizations
and financial investors. This capability in combination counterfeit goods at around 60% to 80% of all goods sold.
with her advanced qualifications and proficiency in The US Patent and Trademark Office considers counterfeiting to be the largest
corporate governance have made her a much-desired criminal enterprise in the world and predicts that fake goods will contribute $4.5
Board Advisor and Non-Executive Director. trillion to the global economy by 2024. The field of counterfeit cosmetics is growing
From her CEW mentoring, organisation at an astonishing rate of 264% yearly. The US counterfeit cosmetics market alone
of the International Manufacturers & Distributors is worth about $75 million. The market value represents approximately 8% of total
Forum (IMF) and guest lecture programmes, sales. The annual loss credited to cosmetic counterfeits is calculated to be around
Valérie is a passionate and dynamic $5.4 billion. In comparison, in 2020, the US cosmetics industry reached $90 billion.
advocate of the global beauty industry. A 7.14% increase was said to be had in the cosmetics counterfeit industry by 2023.
Valérie splits her time between her London HQ
and her central Paris office as well as managing
a satellite network in Russia & China.