A week-long workshop to challenge traditional business models in the beauty industry with disruptive innovation.

On Monday 24 April, Brynhild Dumas (Director of Executive Education & Business Development, ESCP Business School) and Dr Marie Taillard (L’Oréal Professor of Creativity Marketing and Director of the Creativity Marketing Centre on the ESCP Business School London campus) launched the challenge by thanking L’Oréal, a dynamic and well-known partner of ESCP Business School and by encouraging the students coming from ESCP Business School and IFM.

Françoise Sackrider (Programme Director) and Brad Fujimoto (in charge of the International Luxury Management MSc) at IFM, explained what Big Picture is.

This was the 7th session. Each year, Big Picture is a powerful learning tool which brings together students from IFM and ESCP Business School. Students from both ESCP Business School and IFM are projected into the heart of the creative process: they are asked to design and produce a video in a very short time.

It is also a highly multicultural challenge: students are Polish, Indian, Italian, Chinese, Spanish, Dutch, American, Lebanese and Brazilian… a mere 5 out of 53 students were French.

At the end of the week, one of the videos was selected as the winner by a panel that includes leading professionals.

As Marie Taillard said: “It is a totally unique experience that brings the L’Oréal Professorship to life. It is a great and effective opportunity to show how creative thinking can really benefit L’Oréal in a very tangible way.”

She gave methodology input to help students be efficient in their working groups. Defining the problem should be a decisive step. Don’t get it wrong!.

The idea of this challenge is to expose students to the everyday challenges facing the beauty business. What will happen in the next decade?

Last year, students were asked to present their vision of “beauty and its modes of consumption in 2025”.

The workshop offers opportunities for exchanges between various different profiles, learning to work together on an innovative project and finalising it under the pressure of a tight deadline… such are the main learning challenges of the Big Picture project.

Be creative; think outside the box!

Borane Or (International recruitment, L’Oréal) introduced the challenge.
The idea of this challenge is to expose students to the everyday challenges facing the beauty business. What will happen in the next decade?

To read the full article, please click here.

Useful links:

MSc in Marketing & Creativity
Creative London Summer Course