The Professorship, launched in 2015, is led by Dr Marie Taillard, Professor at ESCP Europe (UK), specialist in studying marketing management and consumer behavior from the perspective of the communications.
Dr Benjamin Voyer leads this Professorschip also. Professor Voyer is L'Oréal Professor of Creativity Marketing, and Full Professor of Marketing at ESCP Europe (UK), is a behavioural scientist and interdisciplinary researcher.
A few words from
“We are really proud that the work we have done establishing Creativity Marketing as a centre of excellence for ESCP Europe has been recognised by one of the world's top marketing-led companies, and we are looking forward to deepening our relationship with L'Oréal.”
“As a consumer psychologist, I have always been fascinated by the consumption of beauty products, and the emotional and psychological factors that drive it. L'Oréal is at the forefront when it comes to understanding consumers, and this new partnership will be a great opportunity to show how real-world marketing issues can benefit from the cutting-edge academic research conducted at ESCP Europe.”
Dr Marie Taillard, Professor at ESCP Europe
In 2015, beauty giant L'Oréal granted a Professorship in Creativity Marketing to Dr Marie Taillard and Dr Benjamin Voyer.
A partnership to advance the study of marketing
For L'Oréal and ESCP Europe, creativity marketing is a shared domain of excellence. The partnership strengthens L'Oréal's position in the domain, bringing academic content and input to its internal and external operations.
The company benefits from the high visibility offered within ESCP Europe, through participation in the business school's events and contact with its 49,000 strong student and alumni body; and beyond ESCP Europe, through academic and professional conferences, media appearances and other events.
The Creativity Marketing Centre (CMC)
Platform for thought-leadership and knowledge exchange on the role of creativity a driving force of value in marketing
As part of this agreement, L'Oréal became a Founding Corporate Member of ESCP Europe's Creativity Marketing Centre (CMC). The CMC carries out academic research and publishes articles on themes such as consumer creativity, cultures of creativity, analytics and creativity, big data, behavioural science innovation and the emergence of business ecosystems.
Areas of research
A cutting-edge research
ESCP Europe and L'Oréal will explore together a cutting-edge research field with real-world management implications, establishing L'Oréal as a business at the forefront of innovative management thinking.
Special pedagogical and consultancy projects are set up for students, as well as L'Oréal-centred case studies and seminars. There is also the opportunity for ESCP Europe's faculty to participate in L'Oréal's in-house seminars on creativity marketing.
The work of the CMC
The work of the Creativity Marketing Centre, based at ESCP Europe's London campus, feeds into the school's flagship marketing degree programme, the MSc in Marketing and Creativity. In addition, marketing courses within the general management master degrees and the Executive MBA benefit from the CMC's cutting-edge reflection and research.
Jacques Challes, Maud Julien and Emma Shuttleworth, say what they thought of the 2018 Big Picture challenge and the personalization solutions conjured up by the students.
News & Events
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L’Oréal executives’ take on the 2018 Big Picture challenge
L'Oréal Big Picture Challenge 2018: a student's experience
Research & Publications
The L’Oréal Professorship is exploring happiness at work [ENG]
22 Mar 2018
The L’Oréal Professorship has launched a new research project, on a large-scale, cross-cultural online survey of participants happiness at work.
Led by Benjamin Voyer (professorship co-director) , with the help of Charlotte Gaston Breton and Minas Kastanakis (professors), and Jérémy E. Lemoine (post-doctoral).
Big Picture 2018
8th Edition - L’Oréal personalized luxury makeup experience
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. The aim of this workshop is to challenge traditional business models in the beauty industry with disruptive innovation.
Gift with L’Oréal
Big Picture Challenge 2018
Big Picture 2016
6th edition - A Disruptive Vision of Beauty and Cosmetics for the 21st Century
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.
Students were divided into nine teams. Each team was asked to define the meaning of beauty and its modes of consumption in 2025 and express it through a series of videos.