PROFESSORSHIP IN CREATIVITY MARKETING
#theinnovationfactory by L'Oréal
GENEROUS WOULD BE THE MOST APPROPRIATE WORD TO DESCRIBE
THIS EVENT DESIGNED BY L'ORÉAL EXCLUSIVELY FOR ESCP EUROPE
STUDENTS.
Conferences and seminars, challenge workshops, recruitment
sessions, VR & AI experiences…. From 9am to 7pm, L'Oréal
shared their expertise at the ESCP Europe Paris campus.
A great opportunity was offered to students to fully immerse
themselves in L'Oréal's leading brands and discover how the global
giant is constructing the future of beauty.
#theinnovationfactory journey got started with a brilliant
keynote speech by Lubomira Rochet, L'Oréal's
Chief Digital Officer, which focused on Innovation and Digital
Transformation.

Relive the opening conference here.
All day long L'Oréal offered different learning
opportunities. Every 45 minutes, seminars were delivered which
embraced a range of digital issues:
Open Innovation and Services with Vincent Arcin,
Global Digital Services Factory Director
Data with Alexander Emelyanov, Head of digital &
Data Innovation and Louis Henault Lead Data
Scientist
Social Listening with Marc Duquesnoy, Social Media
Performance Director, Global CDO Team and Quentin Habert, Program
Manager
Precision Advertising with Sebastien Thomas,
Global Media Manager Anh-Khoi Truong
Innovation and Research with Michaël Haddad,
Chairman, X Open Innovation, Applied Optics &
Algorithmics
Digital Transformation of Operations with Stephane
Lannuzel, Operations Chief Digital Officer
Students enjoyed the latest technologies by tring out AI
and VR experiences....

(Personalisation with Lancome Le Teint
Particulier, Blending AR and AI for the Perfect Makeup:
Light-Enabled Make-up, Virtual Reality Experience Innovation with
Diesel Only The Brave, & YSL Mon Paris and the Connected
Mirror)
While others met with the L'Oréal HR team for
recruitment sessions
33 pre-selected students were challenged to help L'Oréal crack
current real life issues

Workshops for groups of 6-7 students:
- B2B2C Challenge (Asian market, haircare): from loyalty to
advocacy
- From social listening data to insights and strategy
- Increasing advocacy via ratings and reviews
- Touch and feel in e-commerce: creating an online fragrance
experience at YSL
- Data and Analytics: from data to content consumption across
brands
From noon to 5pm, students had five hours to come up with a
recommendation to present to five jury members (Emma Shuttleworth, Talent Acquisition Director
L'Oréal France; Arnaud Vautier, VP HR, Talent Director & HR
Business Partner for Digital Functions; Cristina Monnoyeur, Operation Transformation
Director; Béatrice Collin, Professor, ESCP Europe; Marie Taillard, Professor, ESCP Europe, L'Oréal
Professor of Creativity Marketing and Co-Academic
Director of the MSc in Marketing & Creativity (MMK)
.
"It was really incredible to see what the students were able
to do in such a short space of time. It was clear to see that
they not only worked in partnership with their L'Oréal coach, but
also at the same time brought their own ideas, creativity and
passion. These cases really take weeks or months for a team to work
on, so they should be very proud of what they achieved in such a
short space of time!" said Emma
Shuttleworth.
The winning team was the group working on 'Touch and feel in
e-commerce: creating an online fragrance experience at YSL':
Camille Coulet, Luigi Cuseo, Silvia Masoero, Caroline Housel (Master in Management), Ramin Misrikhanov and
Kushagra Nehra (MSc in Big Data and Business Analytics), and
Alexandra Reinert (Bachelor in Management).

We asked how best to describe their experience. The words that
came up again and again were: team work, experience sharing,
inspiring, challenging, immersive, unique, enriching,
thought-provoking, rewarding, innovative, creative, inclusive,
exciting, and team-bonding.
Students benefited a lot from this learning journey!
"The most challenging aspect was actually summarising all
the good ideas we had to deliver a benefitial and feasible plan for
L'Oreal!" (Ramin Misrikhanov)
"We were from very different backgrounds and cultures, and
what I enjoyed the most was our sharing of ideas, each person
focusing on different concerns depending on her/his domain of
specialisation. We brainstormed and debated a lot but we came to an
agreement on each of our ideas, which were quite
complementary." (Camille Coulet)
"Innovation is more about thinking differently as a team and
working towards a goal in mind." ( Kushagra Nehra)
"This workshop exposed us to the challenging realities of
working in a cosmetics company in the 21st century. I learnt how to
address the complexities that accompany the dramatic shift into the
digital age taking place across the industry." (Caroline
Housel)
"This workshop has been a full immersion in world of L'Oréal.
I really enjoy the fact that the L'Oréal manager, Olivia Richard,
decided to allow us to be completely free to brainstorm our own
concepts and ideas relating to the perfume world before introducing
us to the YSL business." (Luigi Cuseo)
To learn more about the Professorship in Creativity
Marketing click here
Interested in becoming a marketing leader who
understands how to implement creativity and drive innovation? Check
out how ESCP
Europe's programmes will equip you with the tools you'll
need!
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Useful links
About ESCP Europe
Business School
About the MSc in Marketing & Creativity
About the Master in Big Data & Business
Analytics
About the Master in
Management
About the Bachelor in Management