Dubai
English, Persian
Mehr Shafiei is a Senior Analyst at Euromonitor International, covering beauty and fashion industries and payments and services. With a focus on the United Arab Emirates, Turkey, Egypt and Saudi Arabia, she provides global and regional clients with valuable insights into consumer behaviour and market trends.
Mehr’s primary responsibility is to gather and analyse market data in order to provide insights to clients about their target markets. This includes tracking industry trends, assessing consumer behaviour, and identifying potential growth opportunities. Her work involves conducting primary and secondary research, managing and analysing large datasets, and producing reports and presentations. Mehr also advises on how the health and beauty industries are becoming increasingly intertwined, as consumers seek ways to enhance their physical appearance while also promoting their overall health.
World Perfumery Congress 2026 took place in Monterey, California during 22-25 June, bringing together perfumers, fragrance houses, ingredient suppliers and brands across fine and functional fragrance. Key themes included AI's role in product development, premiumisation in personal care, consumer demand for fragrance communities, and packaging innovation.
Latin America’s beauty and personal care e-commerce channel has expanded at a rapid pace, the fastest globally. While growth is beginning to moderate, one thing is clear: the strategic focus is evolving. Winning is no longer about simply building an online presence. Brands must aim for omnichannel presence, seamlessly integrating across every consumer touchpoint, from discovery to purchase, to remain relevant in an increasingly competitive landscape.
As innovation in the US vitamins and dietary supplements market becomes more selective, brands must justify value more clearly at launch. This article examines how health claims and, particularly, claim combinations serve as a key mechanism for communicating that value. Using a large SKU-level dataset, the analysis identifies which combinations are most closely associated with higher pricing, highlighting the growing importance of claim architecture in supporting premium positioning.
