Emanuele Alfonso
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Alfonso Emanuele

Tenured teacher
Alfonso Emanuele

Department of Business, Law, Economics and Consumer Behaviour
Faculty of Communication
Alfonso Emanuele

Contacts

Alfonso Emanuele de Leon is the former Vice President Asia Pacific of Estée Lauder and former Deputy CEO of Beautynova.

After graduating in Business Administration from the Bocconi in Milan University including a semester at the MBA program of the University of Michigan, he began his career in 1995 at Procter & Gamble Italy, followed by strategic consulting at Roland Berger & Partners Spain. He then worked in marketing at L'Oréal in Spain and Italy and led the Film business unit at Blockbuster Italy.

In 2008 he joined the Estée Lauder group as European Marketing Director for Aveda in London, and later as General Manager Italy for the same brand.

From 2014 to 2019 he was Vice President Asia-Pacific and Oceania for Estée Lauder's Aveda, Origins and Darphin brands.

In 2017 he published the book Beyond marketing, la lezione dell'Asia, and in 2018 he won the Eccellenza Award from Manageritalia as Executive of the Year.

Between late 2020 and March 2023, he was Deputy CEO of Beautynova, the third largest Italian haircare group owned by the English Private Equity fund Bluegem, and CEO of the Milk Shake, Depot and Medavita brands.

Since 2019 he also founded the consulting firm FA Hong Kong Consulting, specialized in developing Brand Concepts and Storytelling as well as internationalization strategies for western companies, especially in China.

Since 2018 ha has also writing and editing a column called GoEast on the Sole24Ore Italian financial daily.

Alfonso speaks fluently five languages: Italian, English, Spanish, French and Chinese Mandarin.

MAIN AREAS OF SCIENTIFIC INTEREST

Branding and Storytelling Retail

Digital Contents Sustainability

Asia-Pacific and China



Although IULM University takes all necessary care to ensure the publication of correct, updated and complete information, it is not responsible for the contents of the curricula published online on the Portal www.iulm.it. The holder of this curriculum vitae is the exclusive guarantor and responsible for the correctness and truthfulness of the information contained therein.

Beyond Marketing, 2017 Francoangeli

Over 40 articles published on the Go East Column, of which he is the editor, of Il Sole 24 ore Italian daily business newspaper
https://argomenti.ilsole24ore.com/alfonso-emanuele-de-leon

Blog of innovative Retail experiences and formats on Manageritalia website

https://www.manageritalia.it/economia/retail-is-dead-long-live-retail/

Article published in the Spanish business daily newspaper Expansion (1999): “How to generate Consumer Enthusiasm in the banking business”



Although IULM University takes all necessary care to ensure the publication of correct, updated and complete information, it is not responsible for the contents of the curricula published online on the Portal www.iulm.it. The holder of this curriculum vitae is the exclusive guarantor and responsible for the correctness and truthfulness of the information contained therein.