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Oksana is a Global Director at Euromonitor. Her remit is driving research and building global insights covering industries, economies and consumers.
Oksana leads a team of experts to deliver market, category, economy and consumer intelligence. She also oversees company-wide work on citations globally. In her role, Oksana spends time on team building and people management, alongside research processes and methodology innovation, content and insight creation. She also works closely with commercial teams supporting various formats of client engagement.
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.
