Santiago
Spanish, Castilian, English, French, Portuguese
Carmen is a Consultant in beauty and fashion at Euromonitor, with a strong regional focus on Latin America. She covers industries such as beauty and personal care, consumer health, fashion, eyewear, luxury and personal accessories. Currently, Carmen leads conversations with clients across the region, with work covering market insights, forecasting models, channels, among others.
Carmen leads regional market research, covering 14 countries in Latin America. She also writes briefings and blogs, and works closely with the forecasting model team to improve tools, analytics and methodology. Her role also includes a strong relationship with industry players and giving conferences in many events as a regional expert. Carmen is an economist, with a background that includes studying in Belgium. Prior to Euromonitor, she worked for many years in the Latin America Steel Association, supported an environmental consulting company specialising in tire production. She has now has been with Euromonitor for over five years, building on its Latin America capability.
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.
