Aileen Lim / Chief Marketing Officer
Perspectives from a life in leadership.
The latest essay
Across Southeast Asia, shoppers who buy shampoo by the sachet often pay more per millilitre than those who can afford a bottle. When costs rise, the industry shrinks the sachet and widens the gap. I argue for a cap on the sachet premium, set and watched by the board.
Read the essayAcross Southeast Asia, shoppers who buy shampoo by the sachet often pay more per millilitre than those who can afford a bottle. When costs rise, the industry shrinks the sachet and widens the gap. I argue for a cap on the sachet premium, set and watched by the board.
As halal certification spreads across cosmetics in Southeast Asia, brands are tempted to advertise the mark as if it made a product gentler or cleaner. It does not, and using it that way weakens both the religious assurance and the brand's own claims.
Live selling has become the fastest-growing channel for Southeast Asian beauty brands and the least supervised advertising they run. Every session should be governed as an advertisement, with an approved claims list, spoken disclosure and returns measured beside revenue.