Irina Barbalova

Global Head of Beauty & Personal Care Research, Euromonitor International

Irina Barbalova heads the global research programme for Beauty and Personal Care at Euromonitor International, which she joined in 1999.

Euromonitor is the leading provider of global strategic intelligence on consumer markets, with global office presence and in-country analysts worldwide. With over 40 years’ experience, Euromonitor is unrivalled in its capabilities and widely recognized as the industry standard, providing business solutions to the world’s leading FMCG multinationals. Euromonitor’s flagship online Beauty Passport service has close to 300 subscribers, including a majority of the leading beauty players from the entire value chain.

Irina drives the content, quality and evolution of Euromonitor’s Beauty research, which provides strategic analysis of the global market and in-depth coverage of the industry in more than 80 countries worldwide. Irina leads the industry research teams to provide high-quality insights and opinion to Euromonitor’s client base, as well as the wider beauty business community.

Before heading into the Beauty industry in 2008, Irina also managed the research programme for the Home Care & Tissue/Hygiene industries for 7 years. An established expert in her field, Irina regularly contributes to leading industry events and publications around the world.

Building brand identity through the lens of the consumer

• Identifying behavioural shifts and new consumption patterns • Six key pillars shaping new consumer expectations • Novel and disruptive brand concepts foster new approach to innovation • Decoding the new consumer mind-set for future brand strategies