Freelancer profile translated to English.
Back to original languageAbout Alexia
I support beauty and luxury brands in launching and deploying their marketing strategies, from product positioning to field activation.
With a background in luxury strategy (Master's from emlyon and EDHEC), I have built my expertise within demanding Maisons: product development at Chanel, activation strategy at Shiseido, client experience consulting at Guerlain, and brand strategy for a designer brand.
I work at the intersection of the rigor of large corporations and the agility required by growing structures. What I bring: the standards of major Maisons, applied at your scale.
My areas of expertise
- Product Launch & Go-to-Market(product recommendation, product/texture/benefit brief, coordination, artwork management, sales support tool)
- Strategic Watch & Market Analysis(trends, competitors, price positioning, client insights, digital)
- 360° Marketing Strategy & Omnichannel Activation(retail, influence, social media, e-commerce)
- Brand Positioning Audit & Recommendations
Some achievements & results
- Contribution to the development of 10 innovations within Chanel's #1 skincare franchise
- Coordination of the EMEA deployment of 3 major launches at Shiseido
- +100% Instagram community growth in 3 months for a repositioning luxury ready-to-wear brand
What I can do for you
✔ Structure your product launch from A to Z
✔ Analyze your market and competitors to refine your brand and product strategy
✔ Enhance your brand visibility and consistency across all your physical and digital touchpoints
Do you have a launch to prepare, a positioning to clarify, or a 360° strategy to build? I would be delighted to discuss it!
French
Native or bilingual
English
Fluent
Can work on-site
Paris (up to 10km)
Experience
- CHANELAssistant Product Development ManagerLUXURY GOODSJune 2025 - December 2025 (6 months)Neuilly-sur-Seine, FranceScope: Sublimage (#1 CHANEL Skincare Franchise)Product Development:• End-to-end development of several skincare and complexion makeup innovations, from brief to market launch, in coordination with R&D, packaging, industrial, supply, and artistic direction teams• Participation in key product development stages: briefs, texture tests, claim charts, naming, VIP gifting, and monitoring of monthly project committeesProduct Strategy:• Conducted 23 ad hoc market studies using Power BI and Mintel, which informed the strategic thinking for the Sublimage 3-year roadmap• In-depth analyses of ultra-luxury competitor strategies (Dior Prestige, Lancôme Absolue, Clé de Peau…) to identify differentiation opportunities• Built the sell-out business review by brand, category, formulation, and geography, leading to recommendations integrated into the franchise strategy360° Campaign:• Contribution to the communication brief for the new campaign through analysis of competitor visuals, claims, and territories of expression• Drafting and validation of product content (packaging, digital, and POS) in conjunction with legal, regulatory, and creative teams• Development and updating of 12 price ladders across 5 markets to support economic equation and pricing strategies• Creation of a sales support tool deployed to the network of Beauty Consultants in the USA• Management of the product information management (PIM) system for all innovations in development
- GuerlainClient Experience Consulting ProjectLUXURY GOODSSeptember 2024 - December 2024 (3 months)Paris, FranceProject in partnership with emlyon to design tomorrow's omnichannel customer journey, presented to Guerlain's Head of Client Experience.• Conducted a comprehensive audit of the customer journey to identify friction points and improvement opportunities• Designed an innovative 'luxury wellness' program aimed at recruiting VIP clients, increasing average basket size, and attracting a younger demographic
- SHISEIDO EMEAAssistant Product Manager EMEAFASHION AND COSMETICSJanuary 2024 - June 2024 (5 months)Paris, FranceScope: Shiseido ultra-premium franchisesStrategy & Market Analysis:• Managed the analysis of sell-in/sell-out performance for the Bio-Performance and Future Solution LX premium franchises in key EMEA markets using NPD Circana and Power BI, to identify growth levers and explain performance variations• Conducted annual business reviews, launch reports, and in-depth competitive benchmarks (La Prairie, Estée Lauder, Sol de Janeiro…), presented to EMEA top management and relayed to headquarters in Japan• Contributed to product development strategy and innovation recommendations for Japan: identifying market trends, competitive analyses, and differentiation opportunities in the ultra-luxury skincare segment to inform future Bio-Performance launch strategiesGo-to-Market:• Participated in the 360° launch strategy for several premium innovations and EMEA exclusives: storytelling, claims, pricing, retail and digital activations, key visuals, and market adaptation• Created strategic launch support materials (Kick-Off, Product Day, retailer presentations) to simplify product innovations and align expert and international market teams• Operational coordination of 4 launch activations in conjunction with VM, POS, trade, and e-commerce teams: podium and tester counter, sampling/gifting, inserts, and DTC landing pagesContent & Activations:• Developed and adapted marketing and e-commerce content: product sheets, message pyramids, digital guidelines, video scripts, Beauty Consultant toolkits, and retailer content (Sephora, Douglas…)• Coordinated with EMEA markets on operational issues and adaptation of local assets
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Education
- Master of Science in Luxury Management & MarketingEMLYON BUSINESS SCHOOL2025Échanges académiques à London College of Fashion (Royaume-Uni) et Curtin University (Australie)
- Bachelor of Business AdministrationEDHEC BUSINESS SCHOOL2024Business Management, Spécialisation Luxe Échange académique à The Hong Kong Polytechnic University (Chine)
Certifications
- Inside LVMHLVMH2024