Big Picture 2023
the annual exclusive student challenge at the core of L'Oréal's partnership with ESCP Business School.
Big Picture, the annual exclusive student challenge at the core of L'Oréal's partnership with ESCP Business School. and its Creativity Marketing Centre kicked off on Monday, April 24th with a briefing by Diane Hecquet, Chief Digital and Marketing Officer of YSL Beauty International. Diane and her team joined ESCP faculty, industry experts and school alumni at L'Oréal, to coach the teams over the course of the week. The brief was centered on YSL Beauty’s approach to young Gen Z consumers.
Teams from three ESCP programs were charged with working throughout the week to develop recommendations to be presented to a jury panel on Friday afternoon in the form of a 10-minute presentation and a one-minute original video.
Marie Taillard, L'Oréal Professor of Creativity Marketing thanked Diane Hecquet by saying:
ESCP alumni at L'Oréal play an important role in the project's success. Luka Brekalo, Global e-Commerce Director joined Friday’s jury alongside Laurent Francois, Managing Partner at 180 Luxe: "It’s super exciting to see how students evolve from one year to the next, the innovative solutions they deliver, the different ways in which they approach the challenges, the creative ideas they come up with. It really gets better every year as consumer and market trends become increasingly complex and challenging!"
This year’s winning team performed a deep and thoughtful analysis of the brief, collected data on the go and produced a thought-provoking, highly unexpected solution which they introduced through an emotional video involving one student’s grandmother. Team members included Alice Jornalo, Smiti Nandi, Camilla Parenti, Blanca Vega and Yichun Zhu.
Professorship in Creativity Marketing
L'Oréal Innovation Factory
The Innovation Factory is an annual event, brought by the L'Oréal Professorship in Creativity & Marketing, that gives students the unique opportunity to get to know L’Oréal and learn more about the many careers it has to offer around innovation and tech.