A hands-on challenge rooted in the realities of luxury marketing
Over an intensive week, students from the international marketing & luxury track tackled a live brief set by L’Oréal, focused on imagining new concepts in luxury fragrance. Working in conditions similar to those of an in-house marketing team, they drew on creativity, critical thinking and strategic insight to respond to a real business challenge.
The hackathon unfolded through several key stages:
- Analysing trends and consumer insights
- Generating ideas
- Developing a concept
- Shaping an implementation strategy
- Pitching proposals to a L’Oréal jury
Working in teams and under time pressure, students turned their ideas into fully developed proposals. Throughout the week, they were guided by both faculty and L’Oréal professionals, who pushed them to refine their thinking and strengthen their approach. This close interaction ensured their work remained grounded in real market expectations.
The week concluded with a final pitch, where students presented their projects to a panel of L’Oréal professionals. This gave them the opportunity to articulate their ideas clearly, strengthen their delivery and test their recommendations against industry standards.
Hands-on experiences like this are central to the international marketing & luxury track, one of the three MSc Marketing pathways based in Paris. The programme combines international marketing expertise with a deep understanding of the luxury sector and its specific dynamics.
