Page 52 - EM - Export Magazine Perfumery Edition

R E P O R T

REDISCOVERING THE OUD

OF THE MIDDLE EAST:

NAVIGATING FRAGRANCE

IN A TRADITIONAL YET

HIGHLY DYNAMIC MARkET

VALÉRIE KAMINOV – BIOGRAPHY
Trailblazer, entrepreneur, advisor and business
strategist are just some of the ways to describe The Middle East consists of countries like Saudi Arabia, Turkey, UAE, Qatar, Oman and
Valérie Kaminov, Founder & Managing Director Israel and is home to 411 million people, with 50% of its population being Muslim.
of International Luxury Brand Consultancy.
Valérie’s enviable reputation in the world
of international beauty, stems from her highly
effective approach to developing brands.
Her forward-thinking acumen and smart strategies
are based on an innate insight into global markets,
an ability that has led her to take brands to up-and-
coming beauty destinations before others.
This deep understanding of the industry, how to
position products, where to go, who to speak to and
how to get results has made IL Brand Consultancy
the go-to company for beauty brands looking
to grow their business around the world.
Since establishing her influential consultancy,
Valérie has successfully steered emerging talents to
global recognition, re-established well-known names,
advised on growth plans and introduced a host
of beauty brands to new distribution channels.
She has been instrumental in the transformation
of many businesses around the world and always
on the belief that profitable market entry
and sustained growth require the right partners. With the recent 2022 Free Trade Agreement signed by the UAE and Israel, the region,
It is why she is regarded as one of the most some say, is set to mark new heights of growth. Indeed, forecasts predict a 10 Billion
well-connected people in the industry. boost in bilateral trade (though this is not limited to cosmetics).
Having been at the forefront of the global The Middle East is a unique market for beauty, with demands that strike balance
cosmetics industry for over 25 years, between heritage, religion, economic class and sales performance. The Middle East
Valerie’s thought leadership and knowledge have led also benefits from a young population - the median age being 27. This segment of
her to be a regular contributor to Export Magazine, the population quickly adapts to digital innovation compared to the older consumers
creator of Connect Beauty, host
at the IMF Convention, developer of the Cannes who tend to prefer human interaction.
Duty Free programme as well as author of the Fragrance holds a large share of the beauty and personal care market, with the
informative market-focused Inside Cosmetics Middle Eastern consumer interested in premium fragrances with heritage, with a
Collection that have become required reading strong focus on Oud. Oud, also known as agarwood, is perhaps the most commonly
for brands looking at global expansion. used and traditional fragrance across the Middle East with It’s a rich, woody scent
From launching brands on the international that’s deeply ingrained in the culture.
stage to being a business intelligence resource,
Valérie’s rare combination of skills make her
an exceptional consultant and advisor.