10.30 – 10.55 Lecture

Trends in marketing and promotion of beauty-brands

  • Analysis of the beauty marketing tools
  • Cosmetic distribution channels and content: can one work without the other?
  • Sending probes as a tool for promotion
  • Online cosmetics promotion
  • Big data and personalized marketing
  • Neuromarketing. Celebrities in advertising

Oleg Volkosh

President of Mediaplus Group

11.00 - 11.20 Lecture

Beauty Brand Strategy

  • The basic drivers of the perfumery and cosmetic market
  • Brand positioning: target audience and its core 
  • Brand concept and brand metaphor
  • How should the brand strategy look like?

Anna Scherer

Brand Expert in the Beauty Market, ex Marketing Director of Yohji Yamamoto Parfums, ex Private Label Director of L'Etoile

11.25 – 11.45 Lecture

Market and consumption trends

  • Dynamics of demand and preferences of buyers
  • Shopping basket
  • Price segments
  • Points of purchase

Irina Kuzaseva

 Research Analyst at Euromonitor International

11.10 - 12.10 Discussion

Brand Strategy

Anna Scherer

Expert of strategic marketing, ex-Marketing Director at Yohji Yamamoto Parfums, ex Marketing Director, Private Label at L'Etoile

Natalia Rakoch

CEO at BrandGuru, founder of Vivienne Sabo

Арсен Долонц

Deputy General Manager, Sales and Marketing at SVOBODA

Ekaterina Kholopova

Expert and consultant on corporate and consumer communications in the luxury and media segments, former PR director of a large perfumery and cosmetics corporation

MODERATOR - Alyona Nikolskaya

МВА Skolkovo Lecturer, producer of National Geographic channel, psychologist, couch

12.10 – 12.30 Lecture

Indie-brands. M&As

  • How to find an idea?
  • How to grow it into a brand?
  • How to sell a brand?
  • M&A market 

Anna Dycheva-Smirnova

Reed Exhibitions

12.30 – 13.30

Digital PR for beauty-brands

Olga Golubina

Digital Director, Mediaplus

  • Likomania and blog engagement
  • How to evaluate the blog's quality?
  • How do bloggers work: insiders opinion 
  • Key opinion leaders work

Tatyana Mikhailenko

CEO & Founder of TM Communications

  • Digital PR for Beauty Brands
  • “Like” or “Thumbs-up” Addictions. 
  • How to Raise Engagement?
  • How to Assess the Quality of the Blog Audience?
  • How Bloggers Work: an Inside Look
  • Building an Attitude with Opinion Leaders

Maria Borodkina


  • Big Data Analysis in Instagram
  • How to evaluate brand value in Intstagram

13.30 - 14.00 Lecture

Generation of millennials and beauty-brands

  • Typology of buyer segments. Perception of cosmetics
  • Brands that have become iconic for millenials. What is their secret?
  • What values should a brand have in order to win the trust of millenials?

Evgenia Shamis

Founder and Coordinator


14.00 – 14.15 Lecture

How to Build a Community of Generation Z

  • Business Case by Reed Exhibitions, organiser of InterCHARM and Beaunity - beauty-convention #1 for millenials.

Ruslan Abdrakhmanov

Marketing Director

Reed Exhibitions

14.20 - 15.20 Discussion

Emotional Beauty-Retail

  • Retailtainment and beautytainment
  • Self-service or custom service. What do millenials search for?
  • New mechanisms of retention and new customer attraction

Pavel Mikheev

CEO & Founder

Boost Team 

Anna Lebedeva

Executive Director

POPAI Russia

Buy ticket

The participation is paid.

Please register and choose the ticket category CONGRESS-BRAND.

Includes participation in the Forum, visiting the InterCHARM, delegates' materials, coffee-breaks


Ticket price

12 000 Rub

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