Page 32 - EM - Export Magazine Perfumery Edition

R E P O R T

UNLOCkING ASIA’S

BEAUTY ALCHEMY:

NAVIGATING THE

DYNAMIC LANDSCAPE

OF EMERGING MARkETS

VALÉRIE KAMINOV – BIOGRAPHY
Trailblazer, entrepreneur, advisor and business
strategist are just some of the ways to describe Rising affluence in Asia has led
Valérie Kaminov, Founder & Managing Director to a thriving and discerning
of International Luxury Brand Consultancy. beauty market, marked by
Valérie’s enviable reputation in the world innovation and trends like
of international beauty, stems from her highly K-Beauty and J-Beauty that
effective approach to developing brands. influence global consumers.
Her forward-thinking acumen and smart strategies
are based on an innate insight into global markets, This dynamism is particularly
an ability that has led her to take brands to up-and- evident as emerging markets
coming beauty destinations before others. such as Indonesia, and Thailand
This deep understanding of the industry, how to challenge mature markets like
position products, where to go, who to speak to and Hong Kong and Korea, creating
how to get results has made IL Brand Consultancy a diverse and exciting landscape
the go-to company for beauty brands looking for beauty brands.
to grow their business around the world. Asian consumers value collective validation, often averaging around 9 touchpoints
Since establishing her influential consultancy, such as vlogs, tutorials and social media for purchase decisions, compared to 5 or 6 in
Valérie has successfully steered emerging talents to the West. Transparency and credibility are therefore crucial for success in this market.
global recognition, re-established well-known names, Brand consciousness is strong among Asian consumers, and the role of brand
advised on growth plans and introduced a host ambassadors and Key Opinion Leaders is significant in their success. This alignment
of beauty brands to new distribution channels. extends to the digital landscape, where influencer content, online referrals, and
She has been instrumental in the transformation marketing campaigns have a substantial impact.
of many businesses around the world and always Changing lifestyles, a growing emphasis on health and wellness, environmental
on the belief that profitable market entry concerns, and a focus on natural products are shaping beauty habits across Asia.
and sustained growth require the right partners. Each country has localised trends, such as Indonesia’s ‘Halal’ and ‘Herbal’ categories,
It is why she is regarded as one of the most and Korea’s TV Shopping Networks becoming popular platforms for discovering
well-connected people in the industry. beauty products.
Having been at the forefront of the global
cosmetics industry for over 25 years,
Valerie’s thought leadership and knowledge have led
her to be a regular contributor to Export Magazine,
creator of Connect Beauty, host
at the IMF Convention, developer of the Cannes
Duty Free programme as well as author of the
informative market-focused Inside Cosmetics
Collection that have become required reading
for brands looking at global expansion.
From launching brands on the international
stage to being a business intelligence resource,
Valérie’s rare combination of skills make her
an exceptional consultant and advisor.