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.
Luxe Consumer IQ
Claim This Podcastby Emilia Simonin
19 episodes
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Podcast Overview
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.
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Publishing Since
11/26/2025
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Recent Episodes
June 23, 2026
Luxury in Africa: Understanding the $22 Billion Opportunity
<p>Africa may be luxury’s biggest long-term growth opportunity. So why do so many global brands still approach it as a single market?</p><p>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.</p><p>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.</p><p>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.</p><p>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.</p><p></p><p><strong>Inside this episode:</strong></p><p>• Why some of the world’s biggest global luxury brands still misunderstand growth across the luxury market in Africa</p><p>• The hidden risk of treating 54 distinct markets as a single African luxury consumer</p><p>• Why status, visibility, and communal experiences operate differently across African luxury culture</p><p>• How brands stay close to consumers when traditional data infrastructure and quantitative metrics are limited</p><p>• How global luxury houses balance local fluency without compromising heritage or luxury brand strategy</p><p></p><p><strong>CHAPTER MARKERS: </strong></p><p>00:00 Africa Luxury Market Scale</p><p>00:33 Aimee Kellen Career Journey</p><p>01:48 Africa Wealth Growth Reality</p><p>02:45 Entrepreneurship & Wealth Creation</p><p>03:57 Regional Luxury & Tourism Shifts</p><p>05:16 54-Country Luxury Reality</p><p>06:47 Global Consistency vs Local Fluency</p><p>08:35 Veuve Clicquot Bold Woman Awards</p><p>11:02 Luxury Market Entry Strategy</p><p>13:16 What Luxury Means in Africa</p><p>15:47 Communal Luxury vs Private Indulgence</p><p>17:10 Experiential Luxury & Event Scale</p><p>19:39 Luxury Craftsmanship & Education</p><p>20:31 Middle East vs Africa Luxury</p><p>21:23 Marketing When Traditional Data Fails</p><p>23:00 Local Ecosystem Partnerships</p><p>24:49 Parachuting vs Local Fluency</p><p>26:52 Product Intrinsics vs Packaging</p><p>27:36 Experiential Shifts & Digital Fatigue</p><p>30:52 Status Signals & Shared Dining</p><p>33:01 Managing Multi-Market Volatility</p><p>34:53 Middle East Geopolitical Impact</p><p>35:54 Global Impact of African Culture</p><p>37:12 Luxury Career Advice & DNA</p><p>40:29 Rigor & Patience in Luxury</p><p></p><p><strong>LINKS:</strong></p><p>Join the course waitlist <u><a href="https://www.luxeconsumeriq.com/waitlist" rel="noopener noreferrer" target="_blank">https://www.luxeconsumeriq.com/waitlist</a></u></p><p>Newsletter: <u><a href="http://www.luxeconsumeriq.com/newsletter" rel="noopener noreferrer" target="_blank">www.luxeconsumeriq.com/newsletter</a></u></p>
June 9, 2026
How to Use AI in Luxury Marketing Without Losing the Brand
<p><strong>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.</strong></p><p>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.</p><p>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.</p><p>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.</p><p>Inside this episode:</p><ul><li>Why the most critical marketing questions have nothing to do with technology</li><li>How to use the "see, think, feel, or do" framework to anchor your AI initiatives</li><li>The reason AI is an augmentative force that should only be layered onto absolute strategic intent</li><li>Why luxury personalisation must be visible broadly but relevant selectively</li><li>The moment personalisation becomes surveillance and how to spot the warning signs</li><li>Why synthetic personas can be a dangerous signal for niche or marginalised luxury segments</li><li>How to understand data provenance to avoid building strategies on unreliable data</li><li>Why data is a reflection of lived experience and can never be treated as static</li><li>The difference between hard technical skills and the durable skills that define long-term value</li></ul><br/><p><strong>LINKS:</strong></p><p>Join the course waitlist <u><a href="https://www.luxeconsumeriq.com/waitlist" rel="noopener noreferrer" target="_blank">https://www.luxeconsumeriq.com/waitlist</a></u></p><p>Newsletter: <u><a href="http://www.luxeconsumeriq.com/newsletter" rel="noopener noreferrer" target="_blank">www.luxeconsumeriq.com/newsletter</a></u></p><p>Instagram: <u><a href="https://www.instagram.com/luxeconsumeriq/" rel="noopener noreferrer" target="_blank">https://www.instagram.com/luxeconsumeriq/</a></u></p><p>YouTube: <u><a href="https://www.youtube.com/@luxeconsumeriq" rel="noopener noreferrer" target="_blank">https://www.youtube.com/@luxeconsumeriq</a></u></p>
May 26, 2026
Why Prestige Skincare Brands Outlast Every Trend
<p>Most prestige skincare brands are trying to win the category the same way everyone else is: louder launches, faster trends, more content, more claims.</p><p>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.</p><p>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.</p><p>I speak with <strong>Rodrigue Chastenet de Géry</strong>, General Manager of <strong>Payot Australia</strong>, 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.</p><p><strong>Inside this episode:</strong></p><ul><li>Why French heritage only matters if consumers still trust it</li><li>Why professional distribution builds trust faster than influencer marketing ever will</li><li>How selectivity protects brand equity (and where brands get it wrong)</li><li>What digital should do in prestige skincare: support expertise, not replace it</li><li>Why expert-led guidance is becoming more valuable as choice overload grows</li><li>The data problem in professional channels and how leaders make decisions anyway</li><li>How to balance innovation with consistency without chasing trends</li><li>Where AI can help (and where it can quietly dilute the brand)</li></ul><br/><p><strong>LINKS:</strong></p><p>Newsletter: <u><a href="http://www.luxeconsumeriq.com/newsletter" rel="noopener noreferrer" target="_blank">www.luxeconsumeriq.com/newsletter</a></u></p><p>Join the course waitlist <u><a href="https://www.luxeconsumeriq.com/waitlist" rel="noopener noreferrer" target="_blank">https://www.luxeconsumeriq.com/waitlist</a></u></p><p>Instagram: <u><a href="https://www.instagram.com/luxeconsumeriq/" rel="noopener noreferrer" target="_blank">https://www.instagram.com/luxeconsumeriq/</a></u></p><p>YouTube: <u><a href="https://www.youtube.com/@luxeconsumeriq" rel="noopener noreferrer" target="_blank">https://www.youtube.com/@luxeconsumeriq</a></u></p><p>ABOUT PAYOT:</p><p>https://www.payot.com/</p>
19 total episodes available
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Frequently asked questions
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- What is Luxe Consumer IQ?
- How often does this podcast release new episodes?
This podcast updates daily.
- Where can I listen to this podcast?
This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
- Does this podcast accept guests?
Yes, this podcast regularly features guests.
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