Posted by ESCP Europe Business School at 6:33

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 Europe) and Dr Marie Taillard (L'Oréal Professor of Creativity Marketing and Director of the Creativity Marketing Centre on the ESCP Europe London campus) launched the challenge by thanking L'Oréal, a dynamic and well-known partner of ESCP Europe and by encouraging the students coming from ESCP Europe and IFM.

Posted by Haemin Seok, Minjee Chung, Eunha Chun and Eunju Ko at 10:04

What is your research on beauty focused on?

With the development of digital communication technology, several companies and brands around the world have implemented online marketing through mobile internet. The use of smartphones has increased significantly, and beauty companies in South Korea and beyond are adopting mobile applications as a tool to provide not only information about their products, but also enhance customer experience with news articles or product tutorials.

Focusing on this beauty mobile application (app) context, we first classified the reviews provided by online shoppers in different categories. We then studied how consumers perceive these products according to their differing classifications, and how product reviews written by other customers are an essential tool in the purchase decision-making process, influencing the intention to buy.

Posted by Dr Jeaney Yip at 7:12

Exploring female beauty through skin care advertisements and its visual representations for Indonesia's emerging middle class.

What's your research on beauty about?

This research in collaboration with Associate Professor Susan Ainsworth from the University of Melbourne, aims to understand how beauty is constructed and marketed in a developing country, Indonesia.  An understudied context, Indonesia is an industrialising and increasingly global country with a sizable emerging middle class that is the largest in Southeast Asia. We explore how advertisements illustrate the complexity of cultural ideals of beauty in this setting. 

Posted by Ann Kristin Rhode at 5:54

Ann Kristin Rhode works as a cross-cultural consumer researcher and lecturer at ESCP Europe in Paris. In addition, she pursues a PhD in Business Administration, Specialization Marketing, at ESCP Europe and Université Paris 1 Panthéon-Sorbonne. Her recent paper 'Redefining Male Beauty: The Cultural Encoding of Masculinity in South Korean Cosmetics Advertising' won the L'Oréal Professorship Award on Beauty and Marketing at the 2016 Global Marketing Conference (GMC) in Hong Kong.

What is your research on beauty about?

As a cross-cultural consumer researcher and psychologist, I have a particular interest in understanding the effects of culture on consumers' perception, cognition, and behavior. My research investigates South Korean cosmetics brands' advertising strategies for targeting male consumers.

Dr Ben Voyer, Programme Director of the new Bachelor in Management and marketing professor at ESCP Europe Business School was invited to speak at Ted Talk in London on 17th January, 2015.

He presented his latest research on "Can power change how we connect with Others?"
Dr Ben Voyer, consumer psychologist and marketing professor at ESCP Europe Business School, says Burberry needs to reinvent itself again to appeal to the new Chinese consumer.
Dr Ben Voyer discussed a report by Which? showing how manufacturers are 'shrinking' products, instead of increasing their prices. Dr Voyer explained the psychological mechanisms which make consumers less susceptible to notice the implicit price increase. He highlighted the importance of consumer education to help consumers resist being manipulated.
ESCP Europe Business School is delighted to be hosting the London edition of the 'Business in Europe' seminar, which has a special focus on creativity and innovation on 6th and 7th March.

All Master in Management students at ESCP Europe take part in four fascinating seminars as a part of their programme. Having completed the Start@Europe event in Strasbourg as well as the Business Simulation Game and Research Methods seminars, the final-year Master in Management - or M2 - students will now come together for 'Business in Europe', hosted by Prof. Pascal Morand.

This two-day event begins with roundtable discussions with special guest speakers on a variety of subjects. The second day introduces a selection of companies with problems to solve, after which students take part in five creativity workshops to discuss how these issues might be resolved.
Upcoming Events
Date: 31st August at 16:00
Location: Online
Online Information Session: MSc in Marketing & Creativity
Start date  : 31st August 2017
Start time  : 04:00 pm
End time  : 05:00 pm
Organizer  :  Viktorija Nikitina
Location  :  Online

Prospects interested in joining our postgraduate MSc in Marketing & Creativity (MMK) are invited to join our online Q&A session on 31 August.

Date: 27th October at 14:15
Location: ESCP Europe London Campus

On 27th October 2017, we are opening the doors of ESCP Europe's London campus to anyone wanting to know more about the School and the programmes it provides.

This afternoon to evening event will combine presentations, workshops and panel discussions, all designed to give an idea of what happens at ESCP Europe, The World's First Business School (est. 1819). We will be providing delicious food and drinks to attendees, offering you the chance to chat informally to staff, professors and students at the School and ask any questions you might have.

Whether you are a prospective student or simply an interested local resident, we will be delighted to welcome you to our campus for this event.

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