K7LA 2850 - Not just a lipstick - How do beauty brands deal with social relevancy to win the game

According to Accenture, 62% of consumers would stop buying from a brand if they didn't like the way the brand was addressing a social issue. Today, in a post-covid context where war exists and wokism has an increased share of voice, brands are expected to prove what they stand for and still make business as usual. This course aims to provide a structurant knowledge of the business landscape and what is at stake for a beauty brand today through my eyes as a Communication expert and former journalist. Through fundamental figures analysis, case studies and creative workshops, the sessions will assess the most expected brand attributes to build modern equity and efficient 360 activations -beyond the product itself- among Digital Advocacy, Inclusivity, Clean Beauty, CSR & Retail animation.

Carolina SCHMOLLGRUBER

Enseignement électif

English

Autumn 2023-2024