As Founding Member of the Creativity Marketing Centre, L'Oréal offers our students unique
opportunities to apply their creative skills to some of their
strategic and business challenges. A recent example is the Big
Picture project, where twenty five of our MSc Marketing and Creativity students
travelled to Paris to work alongside colleagues from Institut Français
de la Mode in February.
Students were divided into nine teams and asked to define the
meaning of beauty in 2025 and express it through a series of
Instagram-format 15-second videos.
For the first couple of days, student teams worked hard on
imagining how beauty would be redefined in a context of increased
digitalization, globalization, mobility, lack of natural resources,
overcrowding and climate change. Many groups observed that
beauty was effectively evolving into two separate manifestations: a
public beauty designed to appeal to one's "audience" which could be
quickly adapted to contexts and moods; and a private, personal
beauty that is more subdued and authentic. This reflects our
growing awareness of the need to manage both our private lives and
our digital identities.
Whether the dichotomy explored by our student teams will in fact
develop remains to be seen, of course. While we clearly have
the tools at our disposal to manipulate our digital identities,
research also suggests that we're developing a growing need for
transparency and authenticity.
Other strong themes that emerged from
the students' analytical work included the emergence of a generic
beauty transcending gender and culture, the "right to beauty",
pharma-beauty, a highly impersonal form of beauty that allows
humans to compete in a world of robots, and a survivalist beauty
materializing out of a world of natural and manmade disastersà
The last two days were devoted to shooting and editing. All
footage and sound had to be original. Casting calls were made
overnight and crews spread around Paris to film around the clock.
Time and formatting constraints were rigorous - creativity was
pushed to its limits.
A jury panel consisting of senior executives from L'Oréal and
from the media and advertising sectors joined faculty from both
schools on Friday afternoon to screen the nine entries and discuss
This project has prompted us to create our own Instagram account
@CreativityMktg where we will be
publishing the series of videos created by the nine teams over the
course of nine days. We will leave it up to you to tell us who you
think created the most groundbreaking vision of beauty for the year
2025. Follow us on Instagram to view the videos and to let us know
what you think!