Visionary Minds

🇺🇸 The End of Influencer Marketing as We Know It (Anastasia Shtompel)

In this episode of Visionary Minds, we welcome Anastasia Shtompel, a New York-based marketing and brand strategy expert, founder of Shtompel Marketing & Brand, and member of the Forbes Communications Council.

Anastasia explores the future of influencer marketing and why the old model of paying creators for one-off visibility is starting to break down. For years, brands used influencers as shortcuts to attention: one post, one audience, one campaign, and the hope that visibility would turn into sales. But today, attention is no longer enough.

In this conversation, Anastasia explains why brands need to move from isolated influencer campaigns to creator ecosystems built on trust, relevance, data, and conversion. We discuss affiliate-driven creator programs, ambassador marketing, creator commerce, and the rise of creator flywheels — systems where content does not simply create awareness, but also drives learning, performance, and long-term brand growth.

This episode is for CMOs, founders, marketers, and brand leaders who want to understand where influence is going next — and why the future will not belong to brands chasing viral moments, but to those building repeatable systems for trust, credibility, and growth.

Produced by Dix Sept Paris.

#45: 🇫🇷 Ne faites plus d’études ? Ce que l’IA change vraiment pour les carrières, la jeunesse et la valeur (Olivier Babeau)

À l’heure où l’IA rebat les cartes du travail, de l’éducation et de la création, que vaut encore un diplôme ? Et surtout : qu’est-ce qui gardera de la valeur dans un monde d’abondance ? Dans cet épisode de Visionary Minds, Olivier Babeau livre une analyse forte sur la jeunesse, les débuts de carrière, la place des juniors, la transformation du travail et ce que l’intelligence artificielle change déjà dans notre rapport au savoir, à l’effort et à la réussite. Une conversation lucide, dense et essentielle sur le déplacement de la valeur.

[TEASER] 🇫🇷 Ne faites plus d’études ? Ce que l’IA change vraiment pour les carrières, la jeunesse et la valeur (Olivier Babeau)

#44: 🇫🇷 La pub face à ses dérives: la révolution Balance Ton Agency (Anne Boistard)

Dans cet épisode de Visionary Minds, je reçois Anne Boistard, fondatrice de Balance Ton Agency. Lancé en 2020 après un burnout, son compte est devenu un espace de libération de la parole sur le harcèlement et les dérives de culture interne dans le monde des agences.

On parle de son process de vérification (et de pourquoi elle attend des témoignages concordants avant de publier), de ce qui a vraiment bougé — ou pas — depuis #MeToo, et de la différence entre une agence qui change et une agence qui “communique”.

Et puis il y a l’envers du décor : pressions, procédures, invisibilisation, et même le risque très concret de dépendre d’une plateforme comme Meta quand on porte ce type de sujet. 

[TEASER] 🇫🇷 La pub face à ses dérives: la révolution Balance Ton Agency (Anne Boistard)

Dans cet épisode de Visionary Minds, je reçois Anne Boistard, fondatrice de Balance Ton Agency. Lancé en 2020 après un burnout, son compte est devenu un espace de libération de la parole sur le harcèlement et les dérives de culture interne dans le monde des agences.

On parle de son process de vérification (et de pourquoi elle attend des témoignages concordants avant de publier), de ce qui a vraiment bougé — ou pas — depuis #MeToo, et de la différence entre une agence qui change et une agence qui “communique”.

Et puis il y a l’envers du décor : pressions, procédures, invisibilisation, et même le risque très concret de dépendre d’une plateforme comme Meta quand on porte ce type de sujet. 

🇺🇸 Why Scent Is Reshaping the Future of Beauty

In this episode of Visionary Minds, Alexis Amann, Chief Data Officer at Luxurynsight, takes us inside the forces transforming the fragrance industry. From the rise of Gen Z and the acceleration of the U.S. market to premiumisation, e-commerce, Asia-Pacific, and the scent trends dominating social media, this conversation reveals why fragrance has become one of beauty’s most powerful growth engines. A sharp, data-driven perspective on desire, culture, and the future of the market. 

🇺🇸 Luxury as we Know It Is Over (Shoptalk Luxe - Rebecca Bemhena)

In this episode of Visionary Minds, Rebecca Bemhena, VP and Head of Content at Shoptalk Luxe, explores the quiet but profound transformation reshaping the luxury industry.

What appears to be a return to stability is, in reality, a structural shift—driven by a more concentrated customer base, rising expectations around experience, and the rapid acceleration of AI and resale. Rebecca unpacks why growth is becoming more uneven, and why sharper strategic decisions now matter more than ever.

From emerging models of discovery to the redefinition of value in luxury, this episode outlines the new playbook for brands navigating what comes next.

A must-listen for leaders, marketers, and founders looking to understand where luxury is heading—and how to stay ahead of it.

🇺🇸 Will the new luxury make us immortal?

In this solo episode of Visionary Minds, I share a personal reflection inspired by two powerful signals of our time: Dubai, whose image as a haven for global wealth is being challenged, and Bryan Johnson’s $1M-a-year “Immortals” longevity program.

Two very different stories, yet they may reveal the same shift: contemporary privilege no longer seeks only distinction — it seeks subtraction.

Subtraction from risk. From time. From wear and ageing. From the limits of the human condition.

An episode about the evolution of luxury, aesthetics, skincare, longevity… and what our era increasingly hopes to erase.

🇫🇷 Le nouveau luxe veut-il nous rendre immortels ?

Le nouveau luxe veut-il nous rendre immortels ?

Dans cet épisode un peu particulier de Visionary Minds, je ne donne pas la parole à un invité. Je prends le temps de livrer une vision.

À partir de deux actualités en apparence sans lien. Dubaï, dont l’image de refuge pour les grandes fortunes se fissure, et le programme “Immortals” de Bryan Johnson à 1 million de dollars par an. J’explore une intuition : et si le nouveau luxe ne cherchait plus seulement à séduire ou à distinguer, mais à soustraire ?

Se soustraire au risque. Au temps. À l’usure. À la limite.

Un épisode sur les mutations du luxe, de l’esthétique, de la skincare et de notre rapport contemporain au corps.

#43: 🇺🇸 The LANEIGE Playbook / K-Beauty After Hypergrowth

Visionary Minds is a beauty and luxury strategy podcast exploring how modern brands scale with substance in a world driven by culture, commerce, and speed.

Produced by Dix Sept Paris, a communication agency specialized in luxury and beauty — based in Paris and now in the United States — the show features founders, CMOs, and senior executives shaping the future of global beauty.

From K-Beauty to luxury skincare, from cultural marketing to go-to-market strategy, each episode unpacks the real decisions behind brand growth, global expansion, and long-term equity.

For marketers, founders, and brand leaders building what’s next in beauty.

🇺🇸 [TEASER] The LANEIGE Playbook - K-Beauty After Hypergrowth

Visionary Minds is a beauty and luxury strategy podcast exploring how modern brands scale with substance in a world driven by culture, commerce, and speed.

Produced by Dix Sept Paris, a communication agency specialized in luxury and beauty — based in Paris and now in the United States — the show features founders, CMOs, and senior executives shaping the future of global beauty.

From K-Beauty to luxury skincare, from cultural marketing to go-to-market strategy, each episode unpacks the real decisions behind brand growth, global expansion, and long-term equity.

For marketers, founders, and brand leaders building what’s next in beauty.

#42: 🇬🇧 Bryony Deery: Building A Global Wellness Brand

In this episode of Visionary Minds, Bryony Deery shares how she transformed a personal recovery practice into a global wellness brand. Founder of Pilates by Bryony and wellness partner to Dior, she reflects on scaling a community-first business, navigating growth, and protecting brand integrity in a fast-moving industry.

From launching digital classes to building a premium ecosystem across app, products and luxury collaborations, Bryony offers a candid look at brand strategy, loyalty, hiring lessons, and the discipline required to grow without dilution.

At a pivotal moment — becoming a mother and choosing to pause her podcast — she also speaks about leadership, sustainability, and knowing when to step back.

A conversation about ambition, positioning, and what it really takes to build a brand designed to last.

🇬🇧 [TEASER] Bryony Deery: Building A Global Wellness Brand

In this episode of Visionary Minds, Bryony Deery shares how she transformed a personal recovery practice into a global wellness brand. Founder of Pilates by Bryony and wellness partner to Dior, she reflects on scaling a community-first business, navigating growth, and protecting brand integrity in a fast-moving industry.

From launching digital classes to building a premium ecosystem across app, products and luxury collaborations, Bryony offers a candid look at brand strategy, loyalty, hiring lessons, and the discipline required to grow without dilution.

At a pivotal moment — becoming a mother and choosing to pause her podcast — she also speaks about leadership, sustainability, and knowing when to step back.

A conversation about ambition, positioning, and what it really takes to build a brand designed to last.

#41: 🇫🇷 RUBY MAZUEL - Réinventer le métier de make-up artist

Dans cet épisode de Visionary Minds, Wilfried reçoit Ruby Mazuel, make-up artist parisienne en pleine ascension, dont l’approche sensible et exigeante est en train de redéfinir le métier.

Ancienne patineuse artistique, Ruby parle du maquillage comme d’un geste, d’un mouvement juste, ce qu’elle appelle le glide. Une manière de travailler la peau sans jamais l’imposer, en écoutant les visages, les énergies, les silences.

Ensemble, ils évoquent la frénésie des plateaux, la pression invisible du métier, la relation de confiance entre l’artiste et la personne maquillée, mais aussi la place de l’humain dans une industrie souvent obsédée par le résultat.

Ruby partage également sa vision à travers Ruby’s Kitchen, un laboratoire créatif où l’art, la peinture et la culture, jusqu’aux inspirations du Louvre, deviennent matière à maquillage.

Une conversation profonde sur la beauté de demain, l’auteurité artistique, et cette idée forte : un beau visage, c’est un visage en paix avec lui-même.

Un épisode pour comprendre comment on réinvente un métier, en douceur, en conscience, et avec une vraie vision.

🇫🇷 [TEASER] RUBY MAZUEL - Réinventer le métier de make-up artist

Dans cet épisode de Visionary Minds, Wilfried reçoit Ruby Mazuel, make-up artist parisienne en pleine ascension, dont l’approche sensible et exigeante est en train de redéfinir le métier.

Ancienne patineuse artistique, Ruby parle du maquillage comme d’un geste, d’un mouvement juste, ce qu’elle appelle le glide. Une manière de travailler la peau sans jamais l’imposer, en écoutant les visages, les énergies, les silences.

Ensemble, ils évoquent la frénésie des plateaux, la pression invisible du métier, la relation de confiance entre l’artiste et la personne maquillée, mais aussi la place de l’humain dans une industrie souvent obsédée par le résultat.

Ruby partage également sa vision à travers Ruby’s Kitchen, un laboratoire créatif où l’art, la peinture et la culture, jusqu’aux inspirations du Louvre, deviennent matière à maquillage.

Une conversation profonde sur la beauté de demain, l’auteurité artistique, et cette idée forte : un beau visage, c’est un visage en paix avec lui-même.

Un épisode pour comprendre comment on réinvente un métier, en douceur, en conscience, et avec une vraie vision.

🇺🇸 Brand Washing: When Vision Replaces Identity (Carte Blanche with Susanna Nicoletti)

In this Carte Blanche episode of Visionary Minds, Susanna Nicoletti delivers an unfiltered perspective on one of the most sensitive issues in luxury fashion today: brand washing.

She explains why giving unchecked power to creative directors can weaken brand identity, erode customer loyalty, and ultimately impact business performance. From iconic houses to real customer reactions, Susanna challenges the industry’s obsession with disruption and reminds us why brands are not blank canvases — but systems built to last.

A sharp, thought-provoking listen for anyone leading, advising, or building fashion and luxury brands today.

🇺🇸 [TEASER] Brand Washing: When Vision Replaces Identity (Carte Blanche with Susanna Nicoletti)

In this Carte Blanche episode of Visionary Minds, Susanna Nicoletti delivers an unfiltered perspective on one of the most sensitive issues in luxury fashion today: brand washing.

She explains why giving unchecked power to creative directors can weaken brand identity, erode customer loyalty, and ultimately impact business performance. From iconic houses to real customer reactions, Susanna challenges the industry’s obsession with disruption and reminds us why brands are not blank canvases — but systems built to last.

A sharp, thought-provoking listen for anyone leading, advising, or building fashion and luxury brands today.

#40: 🇺🇸 TRUE BEAUTY VENTURES - Investing in the Soul of Beauty

In this episode of Visionary Minds, Wilfried sits down with Rich Gersten and Cristina Nuñez, co-founders of True Beauty Ventures, to unpack what it really takes to build beauty brands that last.

Together, they explore why virality is often a trap, why less capital can sometimes create stronger foundations, and how patience, discipline, and empathy have become strategic advantages in today’s beauty landscape. From the volatility of celebrity brands to the signals that define long-term winners, they share rare, investor-level insights grounded in real experience.

As the beauty industry enters 2026 after an eventful year of consolidation and cultural shifts, this conversation offers a clear-eyed perspective on smart capital, pragmatic growth, and the future of brand-building beyond hype.

A must-listen for founders, investors, and leaders shaping the next decade of beauty.

🇺🇸 [TEASER] TRUE BEAUTY VENTURES - Investing in the Soul of Beauty

TEASER

In this episode of Visionary Minds, Wilfried sits down with Rich Gersten and Cristina Nuñez, co-founders of True Beauty Ventures, to unpack what it really takes to build beauty brands that last.

Together, they explore why virality is often a trap, why less capital can sometimes create stronger foundations, and how patience, discipline, and empathy have become strategic advantages in today’s beauty landscape. From the volatility of celebrity brands to the signals that define long-term winners, they share rare, investor-level insights grounded in real experience.

As the beauty industry enters 2026 after an eventful year of consolidation and cultural shifts, this conversation offers a clear-eyed perspective on smart capital, pragmatic growth, and the future of brand-building beyond hype.

A must-listen for founders, investors, and leaders shaping the next decade of beauty.

Thank You for an Extraordinary Year… And Meet the First Voices of 2026

Merci pour cette année incroyable… et voici les premiers noms de 2026

Merci pour cette année incroyable.

Je vous livre dans cet épisode le futur lineup de 2026.

Hâte de vous retrouver à la rentrée.

Belles vacances.

Wilfried

#39: 🇺🇸 ANA ANDJELIC (Esprit) - How to Build Brand Gravity in a World Obsessed with Virality?

In this episode of Visionary Minds, we sit down with Ana Andjelic — Global Chief Brand Officer at Esprit, former CBO of Banana Republic, sociologist by training, and one of the Forbes Most Entrepreneurial CMOs 50.

Ana shares a powerful perspective on why brands must move beyond campaigns and start operating as cultural systems. Drawing from her experience across agencies and global brands, she explains how cultural capital creates pricing power, why virality is a short-term illusion, and how brands build gravity by designing worlds people want to belong to.

From taste versus trends, to culture as a measurable business asset, to the evolving role of the CMO as a producer and showrunner, this conversation offers a sharp, honest, and deeply strategic look at what it takes to build brands that endure.

This episode is essential listening for anyone working in brand, marketing, strategy, leadership, or culture — and for those who believe that relevance is built over time, not optimized overnight.

[TEASER] 🇺🇸 ANA ANDJELIC (Esprit) - How to Build Brand Gravity in a World Obsessed with Virality?

In this episode of Visionary Minds, we sit down with Ana Andjelic — Global Chief Brand Officer at Esprit, former CBO of Banana Republic, sociologist by training, and one of the Forbes Most Entrepreneurial CMOs 50.

Ana shares a powerful perspective on why brands must move beyond campaigns and start operating as cultural systems. Drawing from her experience across agencies and global brands, she explains how cultural capital creates pricing power, why virality is a short-term illusion, and how brands build gravity by designing worlds people want to belong to.

From taste versus trends, to culture as a measurable business asset, to the evolving role of the CMO as a producer and showrunner, this conversation offers a sharp, honest, and deeply strategic look at what it takes to build brands that endure.

This episode is essential listening for anyone working in brand, marketing, strategy, leadership, or culture — and for those who believe that relevance is built over time, not optimized overnight.

🇫🇷 48CollagenCafé : Quand le Wellness redéfinit le Luxe à Paris

Dans cet épisode exceptionnel de Visionary Minds, Amandine Fornot — entrepreneure intuitive, fondatrice de Revolvr et créatrice du 48 Collagen Café — prend la parole sans filtre. Elle raconte comment elle a imaginé le premier café parisien capable de hacker notre bien-être : des boissons fonctionnelles, un concept augmenté par la technologie, une vision radicale du self-care et une communauté d’experts qui l’accompagne.

De Los Angeles à Paris, Amandine décortique les tendances, révèle les coulisses de la révolution wellness et explique pourquoi la nouvelle forme de luxe n’est plus l’ostentatoire… mais la longévité.

Un épisode carte blanche, intime et puissant, où elle partage sa mission : aider chacun à mieux comprendre son corps, à choisir ce qui lui fait du bien et à entrer — peut-être — dans le vortex du bien-être moderne.

[TEASER] 🇫🇷 48CollagenCafé : Quand le Wellness redéfinit le Luxe à Paris

Dans cet épisode exceptionnel de Visionary Minds, Amandine Fornot — entrepreneure intuitive, fondatrice de Revolvr et créatrice du 48 Collagen Café — prend la parole sans filtre. Elle raconte comment elle a imaginé le premier café parisien capable de hacker notre bien-être : des boissons fonctionnelles, un concept augmenté par la technologie, une vision radicale du self-care et une communauté d’experts qui l’accompagne.

De Los Angeles à Paris, Amandine décortique les tendances, révèle les coulisses de la révolution wellness et explique pourquoi la nouvelle forme de luxe n’est plus l’ostentatoire… mais la longévité.

Un épisode carte blanche, intime et puissant, où elle partage sa mission : aider chacun à mieux comprendre son corps, à choisir ce qui lui fait du bien et à entrer — peut-être — dans le vortex du bien-être moderne.

#38: 🇺🇸 TATA HARPER - The Untold Truth Behind Clean Luxury Beauty

For years, “clean beauty” has been one of the industry’s most powerful — and most confusing — movements. But behind the marketing, the buzzwords and the oversimplified narratives, very few people truly understand what clean, natural and high-performance really mean in the luxury space.

In this Carte Blanche episode of Visionary Minds — produced by Dix Sept Paris — Tata Harper offers an unfiltered look at the realities behind clean luxury beauty. No script. No questions. Just a founder who helped shape the category speaking honestly about science, shortcuts, misconceptions, and the deep philosophy that guided her long before clean became a trend.

From the early resistance she faced to the invisible complexity of natural formulation, from sustainability beyond buzzwords to the future of ingredient responsibility, Tata Harper reveals the untold truth of what it takes to build something that is both uncompromising and genuinely innovative.

A rare and grounded perspective from one of the most influential voices in modern beauty.

[TEASER] 🇺🇸 TATA HARPER - The Untold Truth Behind Clean Luxury Beauty

For years, “clean beauty” has been one of the industry’s most powerful — and most confusing — movements. But behind the marketing, the buzzwords and the oversimplified narratives, very few people truly understand what clean, natural and high-performance really mean in the luxury space.

In this Carte Blanche episode of Visionary Minds — produced by Dix Sept Paris — Tata Harper offers an unfiltered look at the realities behind clean luxury beauty. No script. No questions. Just a founder who helped shape the category speaking honestly about science, shortcuts, misconceptions, and the deep philosophy that guided her long before clean became a trend.

From the early resistance she faced to the invisible complexity of natural formulation, from sustainability beyond buzzwords to the future of ingredient responsibility, Tata Harper reveals the untold truth of what it takes to build something that is both uncompromising and genuinely innovative.

A rare and grounded perspective from one of the most influential voices in modern beauty.

🇫🇷 Stratégie d'élévation: et si on redescendait sur terre ?

Depuis quelques années, le mot “élévation” s’impose partout : montée en gamme, statuts premium, images ultra léchées. Mais pendant que les marques s’élevaient, les clients, eux, vivaient inflation, dupes, communautés expertes et nouvelles attentes.

Cet épisode interroge ce décalage et propose une autre voie : redonner de l’importance au produit, à la peau, à la preuve, et à la relation réelle entre une marque et ceux qui la choisissent.

#37: 🇫🇷 RALPH LAUREN FRAGRANCES (L'Oréal) - David Manessi-Souffan : L’art d'incarner une marque

Comment une marque prend-elle vie ?

Dans ce nouvel épisode de Visionary Minds, David Manessi-Souffan, Head of Global Communication chez Ralph Lauren Beauty, nous partage sa vision de l’incarnation des marques — un équilibre subtil entre image, émotion et stratégie.

De Lancôme à Mugler, puis aujourd’hui Ralph Lauren, David a accompagné certaines des plus grandes maisons dans la construction de leur désirabilité, la direction d’image et la relation avec les talents qui les représentent. Ensemble, nous explorons :

• Pourquoi une marque doit s’incarner — et comment trouver le “facteur émotionnel juste”.
• Le dilemme entre visage unique et représentations multiples.
• Comment rester fidèle à l’ADN d’une maison tout en l’actualisant pour la Gen Z.
• Les secrets d’une incarnation durable, cohérente et inspirante.

Un épisode dense, élégant et inspirant sur la manière dont les grandes marques deviennent des présences vivantes.

🎧 Visionary Minds est le podcast qui décrypte les stratégies de communication et de marketing des maisons de luxe et de beauté, à travers la voix de leurs leaders visionnaires.

[TEASER] 🇫🇷 RALPH LAUREN FRAGRANCES (L'Oréal) - David Manessi-Souffan : L’art d'incarner une marque

Comment une marque prend-elle vie ?

Dans ce nouvel épisode de Visionary Minds, David Manessi-Souffan, Head of Global Communication chez Ralph Lauren Beauty, nous partage sa vision de l’incarnation des marques — un équilibre subtil entre image, émotion et stratégie.

De Lancôme à Mugler, puis aujourd’hui Ralph Lauren, David a accompagné certaines des plus grandes maisons dans la construction de leur désirabilité, la direction d’image et la relation avec les talents qui les représentent. Ensemble, nous explorons :

• Pourquoi une marque doit s’incarner — et comment trouver le “facteur émotionnel juste”.
• Le dilemme entre visage unique et représentations multiples.
• Comment rester fidèle à l’ADN d’une maison tout en l’actualisant pour la Gen Z.
• Les secrets d’une incarnation durable, cohérente et inspirante.

Un épisode dense, élégant et inspirant sur la manière dont les grandes marques deviennent des présences vivantes.

🎧 Visionary Minds est le podcast qui décrypte les stratégies de communication et de marketing des maisons de luxe et de beauté, à travers la voix de leurs leaders visionnaires.

#36: 🇺🇸 SUMMER FRIDAYS - Marianna Hewitt : Shaping Beauty Through Story and Soul

Live from Los Angeles, Marianna Hewitt, co-founder of Summer Fridays, opens up about the “aha moment” that changed everything — the birth of the iconic Jet Lag Mask.

In this intimate conversation, Marianna shares how she built desire, community, and trust long before launching a product, how she redefined what modern beauty means, and what she’s learned about ambition, balance, and personal growth along the way.

A candid, inspiring exchange between Paris and L.A., hosted by Visionary Minds — produced by Dix-Sept Paris, the creative beauty agency bridging French refinement and American innovation.

[TEASER] 🇺🇸 SUMMER FRIDAYS - Marianna Hewitt : Shaping Beauty Through Story and Soul

Live from Los Angeles, Marianna Hewitt, co-founder of Summer Fridays, opens up about the “aha moment” that changed everything — the birth of the iconic Jet Lag Mask.

In this intimate conversation, Marianna shares how she built desire, community, and trust long before launching a product, how she redefined what modern beauty means, and what she’s learned about ambition, balance, and personal growth along the way.

A candid, inspiring exchange between Paris and L.A., hosted by Visionary Minds — produced by Dix-Sept Paris, the creative beauty agency bridging French refinement and American innovation.

#35: 🇺🇸 VIOLETTE_FR How Violette Serrat Is Rewriting the Rules of Beauty

In this episode of Visionary Minds, recorded live from Le Bon Marché in Paris, host Wilfried sits down with Violette Serrat, founder of VIOLETTE_FR — one of the most talked-about voices in modern beauty.

French by heart and New Yorker by choice, Violette has built a modern maison that celebrates emotion, imperfection, and individuality. From her early days as a makeup artist to becoming Global Beauty Director at Estée Lauder, and now the creative force behind her own brand, she has redefined what authenticity means in beauty — and in business.

Together, they explore the power of self-acceptance, the lessons of entrepreneurship, and the delicate balance between art and strategy.

Because, as Violette reminds us: you were born perfect.

Produced by Dix Sept Paris, a communication agency specialized in luxury and beauty, Visionary Minds connects Paris and the U.S. — two worlds united by creativity, culture, and bold ideas.

[TEASER] 🇺🇸 VIOLETTE_FR : How Violette Serrat Is Rewriting the Rules of Beauty

In this episode of Visionary Minds, recorded live from Le Bon Marché in Paris, host Wilfried sits down with Violette Serrat, founder of VIOLETTE_FR — one of the most talked-about voices in modern beauty.

French by heart and New Yorker by choice, Violette has built a modern maison that celebrates emotion, imperfection, and individuality. From her early days as a makeup artist to becoming Global Beauty Director at Estée Lauder, and now the creative force behind her own brand, she has redefined what authenticity means in beauty — and in business.

Together, they explore the power of self-acceptance, the lessons of entrepreneurship, and the delicate balance between art and strategy.

Because, as Violette reminds us: you were born perfect.

Produced by Dix Sept Paris, a communication agency specialized in luxury and beauty, Visionary Minds connects Paris and the U.S. — two worlds united by creativity, culture, and bold ideas.

#34: 🇺🇸 GHIA (Mélanie Masarin) - She Made the World’s Coolest Non-Alcoholic Drink

She Made the World’s Coolest Non-Alcoholic Drink

Mélanie Masarin is the founder of Ghia, the bold, beautiful, and alcohol-free aperitif that’s redefining happy hour. From launching in the middle of a pandemic to building one of the most talked-about brands in the “sober curious” world, Mélanie has turned pleasure without alcohol into a cultural statement.

In this episode, she shares how she built a movement around connection, design, and joy — plus a few stories from the wild ride behind Ghia’s rise.

A conversation about taste, vision, resilience… and what it really takes to make not drinking cool.

🇺🇸 [TEASER] She Made the World’s Coolest Non-Alcoholic Drink - GHIA (Mélanie Masarin)

She Made the World’s Coolest Non-Alcoholic Drink

Mélanie Masarin is the founder of Ghia, the bold, beautiful, and alcohol-free aperitif that’s redefining happy hour. From launching in the middle of a pandemic to building one of the most talked-about brands in the “sober curious” world, Mélanie has turned pleasure without alcohol into a cultural statement.

In this episode, she shares how she built a movement around connection, design, and joy — plus a few stories from the wild ride behind Ghia’s rise.

A conversation about taste, vision, resilience… and what it really takes to make not drinking cool.

🇫🇷 Coup de tonnerre dans le luxe : L’Oréal rachète Kering Beauté

C’est officiel : L’Oréal rachète Kering Beauté pour 4 milliards d’euros !

Un deal majeur qui redéfinit les rapports de force dans le luxe et la beauté.

Dans cet épisode, Wilfried décrypte les dessous stratégiques de cette acquisition :

• pourquoi L’Oréal consolide son empire autour du parfum,
• comment Kering recentre son modèle sur la mode et la maroquinerie,
• et pourquoi Gucci Beauty reste, pour l’instant, hors de l’accord.

Au-delà des chiffres, c’est une question de vision, de puissance et d’identité :

la beauté devient aujourd’hui un levier d’influence autant qu’un moteur économique.

Un épisode clé pour comprendre comment L’Oréal, Kering et tout l’écosystème du luxe redessinent leurs frontières.

🇺🇸 L’Oréal Just Bought Kering Beauty for €4 Billion — and Changed the Future of Luxury

It’s official: L’Oréal has acquired Kering Beauty for €4 billion.

A move that doesn’t just expand a portfolio — it reshapes the future of luxury beauty. In this episode of Visionary Minds, Wilfried breaks down what’s really behind the deal:

• why L’Oréal is doubling down on high-margin fragrance,
• how Kering is refocusing on fashion and leather goods,
• and why Gucci Beauty remains outside the transaction — at least for now.
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Beyond numbers, this is about strategy, influence, and identity.

Because in today’s luxury world, beauty isn’t just a product — it’s a form of power.

#33: 🇫🇷 Audemars Piguet, Hennessy, Krug - Bâtir des marques iconiques (Olivia Crouan)

Audemars Piguet, Hennessy, Krug - Bâtir des marques iconiques (Olivia Crouan)

Architecte de marques et stratège du luxe, Olivia Crouan a façonné certaines des plus grandes Maisons : Hennessy, Krug, LVMH, Audemars Piguet.

Pendant plus de vingt-cinq ans, elle a appris à équilibrer les paradoxes du luxe : protéger l’héritage tout en embrassant l’innovation, cultiver la rareté tout en se développant, faire cohabiter l’art et la rigueur business.

Dans cet épisode, elle partage les secrets du luxe qui dure : comment une Maison devient culte, comment on protège son âme face au temps, et pourquoi l’intemporalité n’est jamais un hasard.

Une conversation rare, sincère et éclairante sur la gouvernance, la créativité et le futur du luxe, produite par Dix Sept Paris, l’agence qui accompagne les marques dans la création de récits durables et singuliers.

🇫🇷 [TEASER] : Audemars Piguet, Hennessy, Krug - Bâtir des marques iconiques (Olivia Crouan)

Audemars Piguet, Hennessy, Krug - Bâtir des marques iconiques (Olivia Crouan)

Architecte de marques et stratège du luxe, Olivia Crouan a façonné certaines des plus grandes Maisons : Hennessy, Krug, LVMH, Audemars Piguet.

Pendant plus de vingt-cinq ans, elle a appris à équilibrer les paradoxes du luxe : protéger l’héritage tout en embrassant l’innovation, cultiver la rareté tout en se développant, faire cohabiter l’art et la rigueur business.

Dans cet épisode, elle partage les secrets du luxe qui dure : comment une Maison devient culte, comment on protège son âme face au temps, et pourquoi l’intemporalité n’est jamais un hasard.

Une conversation rare, sincère et éclairante sur la gouvernance, la créativité et le futur du luxe, produite par Dix Sept Paris, l’agence qui accompagne les marques dans la création de récits durables et singuliers.

🇫🇷 Le fun en beauté - La meilleure réponse à l'inflation ? 🔥

Carte blanche à Guillaume Ventura, Head of Marketing chez Kama Ayurveda (Groupe Puig)

Pour ce nouvel épisode de Visionary Minds, j’ai donné carte blanche à Guillaume Ventura, une des voix les plus suivies et respectées de l’industrie du luxe et de la beauté.

Head of Marketing chez Kama Ayurveda (Groupe Puig), il partage chaque jour sur LinkedIn les dernières actualités et tendances de notre secteur.

Dans cet épisode sans filtre, sans interruption, pensé comme un vrai shot de 10 minutes d’insights, Guillaume explore la façon dont les marques beauté réintroduisent du fun dans leurs discours, leurs packagings et leurs stratégies.

Mais surtout, il pose une question essentielle :

👉 Le fun est-il la meilleure réponse en période d’inflation ?

Un épisode à écouter absolument pour toutes celles et ceux qui travaillent dans la beauté, le marketing et la communication.

🎧 Visionary Minds est un podcast produit et réalisé par Dix Sept Paris.

#32: 🇺🇸 Maybelline NYC: Reinventing an Icon, One Bold Move at a Time (Trisha Ayyagari - Global Brand President)

In this episode of Visionary Minds, I sit down with Trisha Ayyagari, Global Brand President of Maybelline New York, to explore what it takes to keep a century-old brand bold, fresh, and relevant.

From her first steps at Maybelline in 2012 to leading the brand worldwide for the past six years, Trisha reflects on heritage vs. modernity, the influence of New York’s DNA, and the rise of inclusivity, sustainability, and digital disruption.

Recorded in Manhattan, this conversation brings together leadership lessons, cultural insights, and Trisha’s vision of the future of beauty.

🇺🇸 [TEASER] Maybelline NYC: Reinventing an Icon, One Bold Move at a Time (Trisha Ayyagari - Global Brand President)

In this episode of Visionary Minds, I sit down with Trisha Ayyagari, Global Brand President of Maybelline New York, to explore what it takes to keep a century-old brand bold, fresh, and relevant.

From her first steps at Maybelline in 2012 to leading the brand worldwide for the past six years, Trisha reflects on heritage vs. modernity, the influence of New York’s DNA, and the rise of inclusivity, sustainability, and digital disruption.

Recorded in Manhattan, this conversation brings together leadership lessons, cultural insights, and Trisha’s vision of the future of beauty.

🇺🇸 [CLIP] How MERIT Beauty Is Quietly Winning the Luxury War (Aïla Morin / CMO)

#31: 🇺🇸 How MERIT Beauty Is Quietly Winning the Luxury Beauty War (Aïla Morin / CMO)

Inside MERIT: A Conversation with Aila Morin, CMO and Creative Force

In this episode of Visionary Minds, we sit down with Aila Morin, Chief Marketing Officer of MERIT Beauty, the minimalist beauty brand that has taken the U.S. by storm — and is now expanding across Europe.

Together, we dive deep into brand building, creative strategy, and global expansion, exploring what it takes for a digital-native beauty brand to resonate in heritage-dominated markets like France.

From packaging and storytelling to international localization, Aila offers a rare, behind-the-scenes look at one of beauty’s most admired “quiet luxury” players.

The Evolution of MERIT: From DTC Darling to Global Contender

The Rise of a Minimalist Beauty Icon

Founded with a clear vision of intentional, elevated minimalism, MERIT has become a go-to for consumers seeking clean, thoughtful, and elegant essentials. In less than five years, the brand has built a reputation not just for product quality, but for creative consistency and cultural relevance.

Distribution Strategy: From Digital Roots to Global Reach

We explore how MERIT balances its direct-to-consumer DNA with strategic partnerships, including its long-standing relationship with Sephora.

Aila shares how the brand approaches channel mix in North America vs. Europe, and what it takes to bring MERIT’s premium-yet-accessible identity to international shelves.

Beauty Branding in the Age of Heritage Giants

The Culture-First Advantage

As U.S. brands like MERIT, Rhode, and Summer Fridays gain traction across Europe, legacy French beauty houses are feeling the pressure to evolve.

We discuss how MERIT leverages cultural fluency, aesthetic discipline, and a strong narrative to compete not just on product — but on perception and emotion.

Luxury, Reimagined

What does modern luxury look like to a brand like MERIT?

With its controlled pricing, rich content, and clean design system, MERIT positions itself as a "quiet luxury" brand that resonates across age groups — especially with a 30+ audience seeking authenticity and elegance over excess.

Key Topics You’ll Hear in This Episode

• The creative process behind MERIT’s visual and verbal identity
• How to adapt brand messaging for different cultural markets
• Balancing digital-first strategy with physical retail
• Competing with Chanel, Dior, and Hermès as an agile indie brand
• The future of beauty: category expansion, sustainability, and storytelling

Why This Matters for Beauty and Luxury Communication Professionals

If you work in beauty marketing, luxury branding, or DTC strategy, this episode is a goldmine.

Aila’s insights go beyond buzzwords — it’s a masterclass in modern brand building for a generation that expects both meaning and aesthetics.

#30: 🇫🇷 Valentino Beauty - Claudia Marcocci : Quand l’héritage devient futur

Une ascension fulgurante

En 2019, lorsque L’Oréal reprend la licence beauté de Valentino, la maison ne pèse encore qu’une trentaine de millions d’euros de chiffre d’affaires.

Cinq ans plus tard, la trajectoire est spectaculaire : Valentino Beauty atteint le demi-milliard et vise désormais le milliard d’euros.

Une ascension qui intrigue et inspire toute l’industrie.

Derrière ce succès, une femme : Claudia Marcocci, Présidente de Valentino Beauty.

Romaine de naissance – Born in Roma, comme le parfum iconique de la maison – elle a fait ses armes dans certaines des plus grandes maisons de mode : Hugo Boss, Dolce & Gabbana, Gucci, puis Dior, où elle occupait le poste de Chief Brand Officer. Aujourd’hui, elle incarne une vision audacieuse qui fait de Valentino Beauty l’une des marques les plus dynamiques du luxe contemporain.

Les grands thèmes de l’épisode

Vision & identité

• Comment Claudia définit aujourd’hui l’âme de Valentino.
• Ce qui rend la maison unique dans le paysage du luxe.

Stratégie & développement

• L’évolution de la marque au sein du portefeuille L’Oréal Luxe.
• Les décisions structurantes qui ont permis à Valentino Beauty de devenir un acteur global.

“New-stalgia”

• Un concept créatif qui puise dans l’imaginaire des années 70-80.
• Comment séduire la Gen Z en redonnant du sens dans un monde instable.

Leadership stratégique

• Les arbitrages entre storytelling couture et performance commerciale.
• Comment garder la tête froide à la tête d’équipes mondiales.

Culture & mode

• Les différences entre mode italienne et mode française.
• Son regard sur la valse des directeurs créatifs qui bouscule l’industrie.

Breaking news – New York

• Un teaser exclusif sur l’événement que Valentino Beauty organisera en septembre 2025.
• Un lieu mythique que tout le monde pensait inaccessible…

Pourquoi écouter cet épisode ?

Parce qu’il mêle vision stratégique, inspirations créatives et confidences personnelles.

Claudia nous livre son approche du leadership, ses méthodes pour nourrir le désir sans trahir l’ADN couture, et cette touche de folie qui rend Valentino Beauty si singulière.

🇺🇸 Urban Decay - Anika Majithia : Makeup as Protest, Power, and Purpose (Carte Blanche)

This is not just makeup — it’s a manifesto.

In this Carte Blanche episode, Anika Majithia, the new Head of Urban Decay, delivers a bold spoken word performance that redefines what makeup stands for. From rebellion to self-expression, from protest to power, she shares her unapologetic vision for the brand’s future — one that celebrates color, courage, and the beauty of not blending in.

Urban Decay is back — louder, prouder, and more purposeful than ever.

🇫🇷 Si l’image ne coûte plus rien, que vaut votre marque ?

Description de l’épisode

Alors que l’intelligence artificielle bouleverse les codes de la production dans le luxe, une question essentielle se pose : que reste-t-il aux marques quand tout le monde peut produire des images parfaites, à bas coût, en quelques clics ?

Dans cet épisode d’ouverture de la version française de notre série Carte Blanche, je partage une conviction forte :

Quand la technique devient accessible à tous, seule la vision fait la différence.

En 10 minutes, nous explorons :

• Comment l’IA fait chuter les coûts de production et avec eux, les anciennes hiérarchies du luxe

• Pourquoi la créativité humaine reste irremplaçable

• En quoi le storytelling et la cohérence de marque deviennent les seuls vrais leviers de désirabilité

• Et comment les agences, les talents et les marques doivent se réinventer pour rester culturellement pertinents

🇺🇸 How I Built a Community of 1.2 Million from Scratch — and What I’d Do Again (Carte Blanche 1)

Carte Blanche #1 – Sophie Blowfield

What does it really take to build a brand community that actually cares?

In this first episode of our special Carte Blanche series, we hand the mic to Sophie Blowfield — the brand and social strategist behind some of beauty and fashion’s most iconic digital moments (Charlotte Tilbury, Alo Yoga, ...).

Sophie shares the exact mindset, strategy, and creative instincts that helped her grow a community from 0 to 1 million followers — and opens up about what she’d absolutely repeat (and avoid) if she had to do it all over again.

A must-listen for anyone building brand love in a noisy world.

#29: 🇺🇸 Rocky Barnes And the Rise of the Podcast Era

In this episode of Visionary Minds, Wilfried Klucsar sits down with Rocky Barnes — model, entrepreneur, and co-host of the Mulholland podcast — for a deep, honest conversation about what it means to create with purpose in 2025.

Together, they explore the evolving definition of luxury, the growing power of podcasting, and how to build a brand — and a life — rooted in intention, not just image.

You’ll hear Rocky’s insights on:

• Navigating motherhood and entrepreneurship
• Creating content with limited time (and how to batch like a pro)
• Facing criticism and growing resilience
• The future of social platforms like Instagram and TikTok
• Why audio may be today’s most intimate creative medium

From billion-dollar beauty brands to the emotional truth behind a Mother’s Day girls’ trip, this episode is a must-listen for anyone working in branding, content, fashion or the modern luxury space.

Visionary Minds is produced by Dix Sept Paris, the creative agency for luxury brands. Subscribe to discover the voices shaping the future.