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What we do

We guide you to navigate and win duty free and domestic channels internationally.

• Go‑to‑market strategy and consultation

• Retail strategy development

• Duty-free channel expertise

• Forecasting

• Retail operations

• Brand management

• Negotiations

• Customer-centric retail design advise

• Bridging retailers and brands between Western and Asian markets

• Brand sourcing for unique and curated lifestyle products

Our services

Consultation

We partner with brands and retailers and navigate challenges across business, marketing, retail, visual design, and supply chain. Curious about the Asian market landscape? Talk to us. Intimidated by the duty‑free channel? We’re the experts.

Negotiation

We have over 18 years of experience negotiating contracts, securing prime placements in duty‑free locations, winning trade promotions, and securing the best commercial terms.

Introductions

We know people. And we know people who know people. In the retail and duty‑free industry, connections are everything — and we’re here to connect you with the right ones.

Just say hi

We love our work, but we also love to live. In our free time, you’ll find us exercising, cooking, eating out, and soaking in the beauty of New York City. If you ever just want to hang, let us know. And yes—cats and dogs. We adore them both.

"I can attest that Fuan has forged an exceptional reputation as a creative strategist and brand innovator in the global beauty and luxury retail field. Her ability to merge commercial logic with aesthetic design has set new industry benchmarks for creative excellence, elevating both the consumer experience and brand profitability."

Loic Rethore
Former CEO, Jurlique International

Testimonials

L’Oréal Travel Retail celebrates Sense of Place with immersive, celebrity-driven 'Kiehl’s Loves' campaign : Moodie Davitt Report

Project: Brand Activation in China Duty Free Group's Haitang Bay Mall

Project: POLA's Inaugural Launch in China duty free

POLA to launch first duty-free store in Hainan

"Beyond individual activations, Fuan's genius lies in strategic creative systems thinking. She designed and executed multi-market expansion strategies that balanced aesthetic coherence with local authenticity, directly linking creativity to measurable commercial growth."

Adele Zhang
Former General Manager, L'Oreal Travel Retail Asia Pacific

About

Emmef Communications was founded by Fuan, a New York–based Malaysian business and marketing creative strategist with over 18 years of international retail experience. Her career has taken her around the world, having lived and worked in Malaysia, Australia, Singapore, Hong Kong, and now New York.

Throughout her career, she has held leadership roles at L’Oréal and POLA ORBIS Holdings, where she managed some of the most iconic names in beauty, including Kiehl’s, YSL Beauté, Urban Decay, and POLA.

Her expertise spans business management, contract negotiations, brand strategy, marketing, operations and retail design. Fluent in four languages, she thrives in multicultural environments. When she’s not growing brands or solving complex business challenges, she can be found staying active and exploring new ways to learn and create.

Get in touch

fuan@emmefcomms.com

Instagram @emmefnewyork

www.linkedin.com/in/mengfuan