A fascinating week-long workshop to challenge traditional
beauty industry business models with disruptive innovation.
On Monday 23 April, Dr Marie Taillard (L'Oréal Professor of
Creativity Marketing, Co-Director of the MSc in Marketing and Creativity, and Director
of the Creativity Marketing Centre @ ESCP Europe) and Brad Fujimoto (Head of the MSc in
International Luxury Management at IFM) were delighted to welcome Maud Jullien,
AVP Make-Up Innovation and Product Development at L'Oréal USA,
to launch the 2018 Big Picture Challenge.
Maud Jullien, AVP Make-Up Innovation
and Product Development at L'Oréal USA
For this 8th Big Picture edition, the challenge was to put
together a vision for what L'Oréal personalized luxury makeup experience
might be in the next two to five years, presenting this vision in a
one-minute original video and 3-slide PowerPoint.
As they had done in previous years, by combining creative and
analytical methodologies, students from both schools gained both a
powerful learning experience and rich business exposure.
"Soft and technical skills are key to success. But also
working under pressure, efficiently prioritizing tasks amongst team
members with various different profiles and cultures (some of whom
they have never met before). It is also a great intercultural
journey!" Marie Taillard and Brad
In mixed teams of 5 to 6 students from both schools, students
benefited from coaching sessions by L'Oréal executives, recruitment
managers and L'Oréal MSc in Marketing and Creativity alumni, Margot Khelifi and Cyriaque Houdoux, as well as faculty members
from ESCP Europe and IFM.
The pressure was on to deliver by Friday
Making up the Friday afternoon jury panel were senior industry
executives including Jacques Challes, Chief Innovation officer,
L'Oréal; Maud Jullien, AVP Make up
Innovation and Product Development, L'Oréal USA; Sandrine Gadol, Chief
Innovation officer, L'Oréal USA; Guive
Balooch, Global VP, L'Oréal Tech Incubator; Emma Shuttleworth, Talent
Acquisition Director, L'Oréal France; Laurent François, Executive Creative
Strategist, RE-UP agency; Benjamin Simmenauer,
Associate Professor, IFM and Marie Taillard, MSc
Marketing and Creativity Co-Director, L'Oréal Professor of
The selection process focused specifically on the micro-insight
driving each team's proposed business model and its sustainability,
as well as on the quality of the analysis and presentation, and the
creativity of the solution and video. In his closing remarks,
Jacques Challes commented that"the more you work
on a sharp, micro-insight, the better you deliver."
The first prize was awarded to the multinational team of
Elodie Breton (IFM, from France), Melodie Caumes (ESCP
Europe, from France), Cecilia Jamil (IFM, from Brazil), Mathias
Hupin (ESCP Europe, from Belgium) and Vaiju Ravi (ESCP Europe, from
New Zealand), for their "Gift to L'Oréal" concept.
Watch the video of the winning team:
Watch Vaiju Ravi (ESCP Europe MMK student) explainations about what
a powerful learning experience and rich business exposure Big
Picture was for her:
ESCP Europe Business
2017 Big Picture challenge
Msc in Marketing & Creativity