Page 164 - EM - Export Magazine Perfumery Edition

R E P O R T

ThE RISING SuN Of

bEAuTy: uNVEILING

JApAN’S 2023 TRENDS

AND ThE NIChE

bRAND REVOLuTION

VALÉRIE KAMINOV – BIOGRAPHY
Valérie Kaminov is Founder and Managing Director
of the highly successful International Luxury Brand Japan is one of the largest markets for cosmetics and personal care products globally.
Consultancy. For over 25 years Valérie has been at Japanese consumers are extremely sophisticated and well-informed and have the
the forefront of the global cosmetics industry and highest per capita expenditure on cosmetics. A quick look at the statistics reveals
has worked with a vast array of luxury, premium just how demanding and competitive this market is, and why we can’t afford to be
and niche beauty brands and fragrances. With out of touch with what’s happening in this vibrant country.
her extensive expertise, commercial acumen and

practical experience IL Brand Consultancy has AN OVERVIEW OF THE MARKET & ITS CONSUMERS
become one of the most sought after management Revenue in the Japanese Beauty & Personal Care market amounts to US$40.62bn
and distribution agencies specialising in global in 2023. The market is expected to grow annually by 2.82% (CAGR 2023-2027). The
beauty. Recognised for the breadth of business
market’s largest segment is Skin care with a market volume of US$18.78bn in 2023.
sectors and extensive distribution channels it works Furthermore, 23.7% of total revenue for this market will be generated through online
with, ILBC’s international client portfolio spans sales by the end of 2023.
both well-established names and newly-emerging Japanese women generally pay more attention to their skin and their appearance
brands in hair care, make-up, skincare, fragrance,
than Western women, and a large majority use makeup everyday. Furthermore,
devices and top-to-toe brands. Valérie’s wealth skincare and haircare products account for more than two thirds of the market (47.9%
of knowledge in international growth strategies and 20.3% respectively). The color cosmetics category also accounts for a significant
and business development is combined with an share (17%). Premium fragrances was the best-performing category in 2021, with
inspirational and forward-thinking approach.
retail value sales increasing by 12% in current terms to $350 million. Overall retail
Through her exceptional insight and understanding
of the industry Valérie has helped brands amplify value sales grow by 4% (in 2022) to JPY15.9 trillion.
their market reach, elevate their brand presence,
improve their business performance and
achieve commercial success globally.
A further aspect of her business is her skill in brand
evaluation, acquisition due diligence, risk assessment
and commercial growth which has led Valérie to regularly
advise Private Equity Funds, multi-national organizations
and financial investors. This capability in combination
with her advanced qualifications and proficiency in
corporate governance have made her a much-desired Gen Z and Japan’s Ageing Population
Board Advisor and Non-Executive Director. By 2025, Gen Z will take up one-quarter of the Asia Pacific. Though Japan has a larger
From her CEW mentoring, organisation ageing population. Gen Z’s preferences are set to shape the face of global trends in beauty.
of the International Manufacturers & Distributors Japanese cosmetic consumers are savvy and well-educated about cosmetic products. It
Forum (IMF) and guest lecture programmes, is not uncommon for brands to have third-party scientifically proven and demonstrable
Valérie is a passionate and dynamic functionality, as selling points, convincing consumers of safety and benefits. Trending
advocate of the global beauty industry. concepts are “science cosmetic”, “botanical”, “clean beauty” and “sustainability”.
Valérie splits her time between her London HQ
and her central Paris office as well as managing
a satellite network in Russia & China.