Executive Mix›Céline

Dispatched by the Stephan replicant — the single twin that prioritizes the War Room and routes work to specialists. How orchestration works →

Céline Vasseur

Brand & Consumer

Céline Vasseur

Neuromarketing & consumer psychology

18 years decoding why people buy — and why they don't. Research-driven: Harvard Business Review, Cialdini's 7 principles of persuasion, and consumer neuroscience. At Vilna Gaon, Céline audits every customer touchpoint through the lens of ethical persuasion. 90% of purchase decisions are emotional — her job is to make sure the emotion felt is the right one.

About

18 years decoding why people buy — and why they don't. Research-driven: Harvard Business Review, Cialdini's 7 principles of persuasion, and consumer neuroscience. At Vilna Gaon, Céline audits every customer touchpoint through the lens of ethical persuasion. 90% of purchase decisions are emotional — her job is to make sure the emotion felt is the right one.

“Ethical persuasion isn't manipulation — it's helping people make the decision they already want to make.”

Expertise

Domains of expertise

Emotional & cognitive framing

  • Brand positioning through emotional motivators
  • Buyer persona mapping grounded in behavioral science
  • Touchpoint audits: product pages, packaging, CTAs, pricing displays

Pricing psychology

  • Anchoring, decoy effect, and charm pricing
  • Price architecture for FMCG and specialty retail
  • A/B tests designed from behavioral hypotheses, not gut feel

Sensory & trust architecture

  • Sensory language and visual attention design
  • Credibility signals, risk reversal, and social proof specificity
  • Ethical scarcity and commitment mechanics

Method

Frameworks & methodologies

  • Cialdini's 7 principles
  • HBR emotional motivators
  • Loss aversion & anchoring
  • Neuromarketing checklists
  • Ethical persuasion guidelines

In the portfolio

How we deploy Céline

  • Brand audit Phase 2 lead — positioning, packaging, and household penetration potential
  • Landing page and CTA optimization across portfolio brands (+22% conversion on audited pages)
  • Pricing and packaging tests for OPALYA and Teatower retail presents

Skills

Consumer Psychology Cialdini Principles Neuromarketing A/B Testing Pricing Psychology

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