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.
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.
Co-creation strategies in which consumers provide product ideas, services, reviews and other benefits to each other have been well publicised and are behind the success of digital companies such as giffgaff, eBay, Etsy and Zipcar, and not-so-new companies like Lego.
Co-creation is innovative, engaging and fun for consumers
and valuable for companies. By contrast most B2B firms remain
entrenched in contractual agreements and zero-sum games that seem
anything but co-creative. As a B2B marketer, you may wonder whether
the benefits of co-creation can also be reaped in a B2B
Probably one of the most attractive aspects of any graduate degree is the strength of its alumni network.
The MSc in Marketing & Creativity (MMK) is a young programme which had its first intake in January 2010, but it has already proven to have a strong network of alumni who have continuously supported each other year after year since its inception.
The MSc in Marketing & Creativity is like no other
The most notable reason why the network is so strong is thanks to the programme's unique character. When asked why she thinks the pool of MSc in Marketing & Creativity graduates is so attractive, Edilia Gänz (2012) says, "their mindset. I just know that these students have developed a creative approach to solving problems and tackling challenges."
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.