Luxe Consumer IQ

Emilia Simonin
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Welcome to Luxe Consumer IQ — the podcast that reveals how modern luxury really works. Hosted by Emilia Simonin, a former Insights Director and global consumer & market intelligence leader with senior experience at L’Oréal and LVMH’s Moët Hennessy, the series decodes the psychology, strategy, and consumer intelligence behind the world’s most influential luxury brands. For ambitious professionals ready to elevate their thinking, your next level starts here.

  1. 2d ago

    How Luxury Brands Drive Revenue Growth Without Destroying Desire

    Luxury pricing isn’t simply about increasing margins. It’s about protecting the desirability that gives brands pricing power in the first place. So why do some luxury brands strengthen demand through pricing, while others erode trust and long-term brand equity? In this episode, Daimien Aimon, a revenue growth management expert and former LVMH leader, explains why price is far more than a commercial decision in luxury—it’s part of the product itself. Drawing on his experience leading revenue growth management for global luxury brands, Daimien explains how luxury marketers can build pricing power, protect brand equity and make better commercial decisions without compromising desirability. We explore the role of consumer psychology, pricing strategy, promotions, distribution control and retailer partnerships in creating sustainable long-term growth. We explore the risks of accessible luxury growth strategies, why luxury brands need more data-driven partnerships with retailers, and how financial acumen and P&L literacy are becoming essential capabilities for modern marketing teams. For brand managers, commercial directors, marketing professionals, and luxury strategists, this conversation offers a practical perspective on modern revenue growth management, price elasticity, distribution control, and the future of sustainable luxury growth. Inside this episode: Why price is part of the product—and how it shapes consumer perception, craftsmanship and brand equityWhy pricing power depends on desirability, not simply higher pricesThe risks of accessible luxury and how brands can grow without diluting the master brandHow retailer data, price elasticity and revenue growth management improve pricing strategyWhy commercial acumen, P&L literacy and cross-functional collaboration are becoming essential skills for luxury marketers CHAPTER MARKERS: 00:00 Introduction 00:40 Meaning of the Price 01:39 Luxury Pricing vs Consumer Goods 03:03 Creating Desirability Repeatedly 04:24 Accessible Luxury Growth Traps 06:06 Full Price Sell Through Signals 10:57 Retailer Data & Price Elasticity 13:01 Pay for Performance Partnerships 14:45 Earning Repeat Pricing Power 17:40 Commercial Acumen & P&L Literacy 21:00 Post-COVID Price Adjustments for Luxury 23:35 Cosmetics Industry Disruptor Shifts 25:42 Growth Quality vs Growth Speed 28:19 Market Volatility vs Intuition 32:56 Amazon E-Commerce in Luxury Topics covered: #LuxuryMarketing #PricingPower #RevenueGrowthManagement #LuxuryStrategy #BrandEquity #DataDrivenMarketing #DaimienAimon LINKS: Join the course waitlist https://www.luxeconsumeriq.com/waitlist Newsletter: www.luxeconsumeriq.com/newsletter

  2. Jul 7

    The Luxury Data Sources Most Marketers Don't Know Exist

    Most luxury professionals think they need more research. In reality, they often need to make better use of the intelligence that already exists. In this solo episode of Luxe Consumer IQ, I break down how luxury strategists use secondary research to understand affluent consumers, identify growth opportunities, and build stronger brand strategies — often before spending a single dollar on primary research. You’ll learn how to find credible luxury market insight without commissioning a new study, buying expensive subscriptions, or relying on opinions in the room. You’ll learn what secondary research actually is, why it matters in luxury strategy, and how to use existing intelligence to quantify opportunity, ground your brand plan, and remove guesswork. This is the work behind strong market analysis, smarter consumer insight, and decision-ready strategy. I also share a practical framework I used inside global luxury organisations to organise market intelligence, evaluate opportunities, and build stronger brand plans. Along the way, we explore some of the most valuable secondary research sources available to luxury marketers — and how to combine them with internal data to develop a deeper understanding of consumers, markets, and growth opportunities. If you’re early in your luxury career, or you’re building a brand plan without access to a large research budget, this episode will help you think more strategically about the information already available to you — and how to use it with greater confidence. CHAPTER MARKERS: 00:00 Secondary Research for Luxury Strategy 01:29 Define Secondary Research (Free Sources) 03:02 Three-Layer Luxury Insight Framework 03:45 Wealth Reports: Knight Frank, UBS 05:43 Luxury Category Trends: Bain Altagamma 07:40 Affluent Consumer Research: GLAM Monitor 09:48 CRM Data: Behaviour Beats Attitudes 10:49 How to Use Secondary Research 11:46 Luxury Strategy Homework Exercise Topics covered: Luxury Strategy, Luxury Consumer Insights, Luxury Market Research, Luxury Marketing, Affluent Consumers, High-Net-Worth Consumers (HNWIs), Consumer Behaviour, Brand Strategy, Market Intelligence, Secondary Research. LINKS: Join the course waitlist https://www.luxeconsumeriq.com/waitlist Newsletter: www.luxeconsumeriq.com/newsletter

  3. Jun 23

    Luxury in Africa: Understanding the $22 Billion Opportunity

    Africa may be luxury’s biggest long-term growth opportunity. So why do so many global brands still approach it as a single market? In this episode, Aimee Kellen, Regional Marketing Director at Moët Hennessy Middle East & Africa, explains what international luxury houses often misunderstand about growth, cultural nuance, and consumer behaviour across Africa’s rapidly evolving luxury landscape. Drawing on her experience across emerging markets, Aimee unpacks why traditional data segmentation models often fail in regions with highly localised cultural dynamics, and how luxury brands can scale internationally without diluting their heritage or brand equity. We explore the operational realities of managing visibility across 54 distinct nations, why communal status and shared experiences shape the African luxury consumer differently from Western markets, and how premium brands can build lasting relevance through local fluency, human connection, and culturally intelligent storytelling. For brand managers, regional directors, marketing professionals, and luxury strategists, this conversation offers a practical perspective on modern luxury brand strategy, emerging markets, consumer insights, and the future of prestige growth across Africa. Inside this episode: • Why some of the world’s biggest global luxury brands still misunderstand growth across the luxury market in Africa • The hidden risk of treating 54 distinct markets as a single African luxury consumer • Why status, visibility, and communal experiences operate differently across African luxury culture • How brands stay close to consumers when traditional data infrastructure and quantitative metrics are limited • How global luxury houses balance local fluency without compromising heritage or luxury brand strategy CHAPTER MARKERS: 00:00 Africa Luxury Market Scale 00:33 Aimee Kellen Career Journey 01:48 Africa Wealth Growth Reality 02:45 Entrepreneurship & Wealth Creation 03:57 Regional Luxury & Tourism Shifts 05:16 54-Country Luxury Reality 06:47 Global Consistency vs Local Fluency 08:35 Veuve Clicquot Bold Woman Awards 11:02 Luxury Market Entry Strategy 13:16 What Luxury Means in Africa 15:47 Communal Luxury vs Private Indulgence 17:10 Experiential Luxury & Event Scale 19:39 Luxury Craftsmanship & Education 20:31 Middle East vs Africa Luxury 21:23 Marketing When Traditional Data Fails 23:00 Local Ecosystem Partnerships 24:49 Parachuting vs Local Fluency 26:52 Product Intrinsics vs Packaging 27:36 Experiential Shifts & Digital Fatigue 30:52 Status Signals & Shared Dining 33:01 Managing Multi-Market Volatility 34:53 Middle East Geopolitical Impact 35:54 Global Impact of African Culture 37:12 Luxury Career Advice & DNA 40:29 Rigor & Patience in Luxury LINKS: Join the course waitlist https://www.luxeconsumeriq.com/waitlist Newsletter: www.luxeconsumeriq.com/newsletter

  4. Jun 9

    How to Use AI in Luxury Marketing Without Losing the Brand

    Most marketers are asking the wrong question about AI. You can invest in the most sophisticated systems — and still deliver a customer experience that fails completely. In this episode, we break down where to actually start with AI in marketing, and why applying it too quickly can damage the very relationship you’re trying to build. I speak with Dr Cecilia Dones, founder of 3 Standard Deviations and an expert who has worked within global luxury houses such as L’Oréal and LVMH. We break down why luxury leaders must move beyond treating AI as a verb and how to build a data strategy that actually protects the consumer relationship. We also take a look at the delicate tension between high-tech personalisation and the surveillance trap, and why the interpretation layer of AI search is about to change how brands are discovered. From data provenance and synthetic personas to the "durable skills" required for the future, we walk through the architecture that allows technology to enhance, rather than replace, strategic rigour. Inside this episode: Why the most critical marketing questions have nothing to do with technologyHow to use the "see, think, feel, or do" framework to anchor your AI initiativesThe reason AI is an augmentative force that should only be layered onto absolute strategic intentWhy luxury personalisation must be visible broadly but relevant selectivelyThe moment personalisation becomes surveillance and how to spot the warning signsWhy synthetic personas can be a dangerous signal for niche or marginalised luxury segmentsHow to understand data provenance to avoid building strategies on unreliable dataWhy data is a reflection of lived experience and can never be treated as staticThe difference between hard technical skills and the durable skills that define long-term value LINKS: Join the course waitlist https://www.luxeconsumeriq.com/waitlist Newsletter: www.luxeconsumeriq.com/newsletter Instagram: https://www.instagram.com/luxeconsumeriq/ YouTube: https://www.youtube.com/@luxeconsumeriq

  5. May 26

    Why Prestige Skincare Brands Outlast Every Trend

    Most prestige skincare brands are trying to win the category the same way everyone else is: louder launches, faster trends, more content, more claims. And yet the brands that endure often do the opposite: they build credibility slowly through expertise, trust, results, and a consumer experience that feels guided rather than sold. In this episode, we explore why professional skincare still wins in a market obsessed with speed, trends, and influencer launches, and why heritage brands can’t rely on history alone to stay relevant. I speak with Rodrigue Chastenet de Géry, General Manager of Payot Australia, about what prestige actually means when you’re sold through professionals, not hype. We explore why expert-led distribution still matters in an era of influencer overload, how selectivity protects brand equity, and why intuition still matters when data alone can’t explain consumer behaviour. Inside this episode: Why French heritage only matters if consumers still trust itWhy professional distribution builds trust faster than influencer marketing ever willHow selectivity protects brand equity (and where brands get it wrong)What digital should do in prestige skincare: support expertise, not replace itWhy expert-led guidance is becoming more valuable as choice overload growsThe data problem in professional channels and how leaders make decisions anywayHow to balance innovation with consistency without chasing trendsWhere AI can help (and where it can quietly dilute the brand) LINKS: Newsletter: www.luxeconsumeriq.com/newsletter Join the course waitlist https://www.luxeconsumeriq.com/waitlist Instagram: https://www.instagram.com/luxeconsumeriq/ YouTube: https://www.youtube.com/@luxeconsumeriq ABOUT PAYOT: https://www.payot.com/

  6. May 11

    15. Inside Luxury Beauty: Global Excellence vs Local Relevance (Bonus)

    How do global luxury brands like Parfums Christian Dior maintain consistency — while adapting to radically different local markets? This episode explores luxury brand strategy in practice, and how Dior balances global brand discipline with local execution across regions such as Asia and Australia. At the centre of that approach is a “glocal” model: a clear global framework, executed with precision at a local level — adapting to market nuance, legal requirements, compliance standards, and operational realities. The result is a Dior experience that feels unmistakably consistent, while still reflecting how luxury beauty is delivered in each market. What becomes clear is that global vs local marketing in luxury goes far beyond campaigns. It shapes store standards, beauty consultant service, CRM strategy, customer expectations, data privacy, and even product formulation when climate conditions differ between hemispheres. The challenge is not simply to localise — but to do so without weakening the codes, discipline, and desirability that define a luxury brand. Looking ahead, the conversation turns to the future of luxury beauty and AI. As technology advances, differentiation will not come from automation alone, but from how brands elevate the experience around it: Savoir-faire, immersive storytelling, and more intentional one-to-one relationships between beauty consultants and clients. There is also a strong focus on the future of retail talent — particularly the evolution of beauty consultants into commercially aware, analytically capable, community-building leaders. In this vision of prestige beauty strategy, technology enables — but human connection remains the centre of the experience. LINKS: Listen to the full episode here: Spotify Apple www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.instagram.com/luxeconsumeriq/ https://www.youtube.com/@luxeconsumeriq

  7. Apr 27

    14. Breaking Into Luxury — The Skills That Shape Your First Year (Bonus)

    What is it actually like to start your career in luxury — in Paris, inside a consulting agency? Because the reality is very different from what most people expect. This episode takes you behind the scenes of early-stage life in luxury consulting — from navigating French work culture to building confidence in a fast-moving, international environment. There are moments that feel straight out of Emily in Paris — but the real story is far more nuanced. At the heart of this conversation is a shift many don’t anticipate: In school, you’re rewarded for being thorough. In consulting — and in luxury — you’re rewarded for being concise. And that transition is where many early careers stall. We also explore what it takes to show up confidently in a new environment — especially when you’re the outsider. Because often, what feels like a difference… is actually your advantage. Alongside this, the episode touches on the role of education — from economics to luxury management to design thinking — and how these foundations translate (or don’t) into real agency life. The result is a more honest view of what it takes to succeed early on in luxury — and how to navigate that transition with clarity. If you’re starting out, or looking to accelerate your progression, this episode will sharpen how you think about your role from day one. LINKS: Listen to the full episode here: Spotify Apple Podcasts www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.instagram.com/luxeconsumeriq/ https://www.youtube.com/@luxeconsumeriq

  8. Apr 13

    13. Luxury E-Commerce: Experience vs Performance (Bonus)

    Digital in luxury often looks like progress — more content, more storytelling, more personalisation. But when does it start getting in the way of the experience? In this episode, we explore one of the most common tensions in luxury e-commerce: how to build a rich brand world without disrupting the customer journey. From autoplay video to layered storytelling, the conversation looks at how easily the experience can become overcomplicated — and what happens when it does. We also touch on personalisation, and why more data does not always create a better experience. When overused, it can feel overly familiar or out of step with the brand. Finally, the discussion turns to the economics behind digital growth — and what it really takes to scale e-commerce in a way that remains commercially sound. If you work in luxury, digital, or e-commerce, this episode offers a clearer perspective on how experience, brand, and performance come together. Listen to the full episode here: https://www.luxeconsumeriq.com/podcast/episode-01-theresa-austin www.luxeconsumeriq.com www.luxeconsumeriq.com/newsletter https://www.instagram.com/luxeconsumeriq/ https://www.youtube.com/@luxeconsumeriq

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Welcome to Luxe Consumer IQ — the podcast that reveals how modern luxury really works. Hosted by Emilia Simonin, a former Insights Director and global consumer & market intelligence leader with senior experience at L’Oréal and LVMH’s Moët Hennessy, the series decodes the psychology, strategy, and consumer intelligence behind the world’s most influential luxury brands. For ambitious professionals ready to elevate their thinking, your next level starts here.

Information

  • Creator
    Emilia Simonin
  • Years Active
    2025 - 2026
  • Episodes
    21
  • Rating
    Clean
  • Copyright
    © 2025 Rodier 9 Group Pty Ltd · Luxe Consumer IQ™. All rights reserved.
  • Show Website
    Luxe Consumer IQ