LVMH Fragrance Brands
BU/Department Marketing development HQ
Mr. Jérémy graduated from emlyon business school in 2014 and joined L'Oréal with a passion for business and as a Product Manager. Among the many brands under L'Oréal, Jérémy has a unique insight into beauty, skincare and fragrances, so in the course of his subsequent career development, Jérémy chose cosmetics and fragrances as his main career path. With an appreciation and pursuit of beauty, Jérémy joined LVMH in 2018 and is the manager of the Kenzo Beauty Group. During his tenure at LVMH, Jérémy's focus has been on the fragrance division, a choice that reflects his love for fragrance and cosmetics from the beginning.
MSc in High-end Brand Management program 2021 Cohort
Hello everyone, my name is Ziwei Zhao. I am currently enrolled in emlyon business school’s High-end Brand Management program class of 2021. My high school years in the United States were my aesthetic initiation. I found myself fascinated by the design of fashion brands and the ideas that the brands themselves conveyed. To become more familiar with the process of creating a brand, I had created a high-end luxury brand goods collection studio, completed over a thousand orders per month and had a regular user base. After graduation, I decided to establish my own luxury brand, combining Chinese elements with clothing fashion and chose emlyon Msc in high-end brand management program to further study in this field.
About Corporate Mentor Program
As one of the important expressions of emlyon business school's educational philosophy, the Corporate Mentorship Program not only helps master students in High-end Brand Management program to have a more detailed understanding of the current high-end luxury brand market, but also provides the best condition for students to fully apply their theoretical knowledge to practice. Through the corporate mentor program, students can not only solve their doubts and learn new knowledge with the help of mentors, but also broaden their horizons and learn more about the development of luxury brands, thus laying a solid foundation for their career development and naturalization.
A Program Encouraging Me To Discover My Potentials
First of all, during this mentorship program, I am very grateful to my mentor Jérémy for giving me a lot of encouragement, helping me to build my self-confidence and giving me the courage to discover my strengths through different designs and practices. At the same time, Jérémy was always very enthusiastic to answer my questions. He was also very patient in guiding me through all the questions I had about creating a brand. He was more willing to teach me how to solve a problem than to help me solve it directly, and then let me keep trying on my own. In my opinion, this approach not only improved my independent thinking and hands-on skills, but also expanded my horizons and allowed me to be exposed to a wider range of information.
A Program Combining Theoretical Know-how With Business Practice
What I felt most during the project was that “practice makes perfect”, and that much of the theoretical knowledge I had learned in class needed to be applied more carefully and flexibly in the real world. I am currently involved in a business negotiation with a brand. In the classroom, we have learned the basic negotiation skills, but in the actual practice process, how to avoid the two sides into the negotiation deadlock, how to effectively improve the efficiency of the negotiation, to achieve a win-win situation, only through practice to get the final answer. Therefore, only by applying the theoretical knowledge to practice can we identify problems and make progress. The know-how I gained in the course could not have been achieved without my corporate mentor's wise advice, whose guidance and training were the key to my ability to turn theoretical knowledge into professional competence.
A Program Allows Me To Discuss With High-end Brand Expert
The Core Of Brand Operation Is Always About Quality and Attitude
For brand management, although I have learned the basic theoretical knowledge, but in the process of actual data collection and information query, I found that it is not as simple as I thought. Specifically, with the development of digital marketing, many brands have chosen to live-stream their products online to stimulate the development of color cosmetics products, and it is easy to see the importance of online marketing, so in my communication with my mentor, I suggested that “online marketing is the focus of brand operation in the future”, but Jeremy told me, “Whether it is the Internet or any technology, it is only a tool for brand operation, the real core of brand operation is always quality and attitude.”
Good Marketing Quality & Service Attitude Makes A Difference
Jérémy also asked me to analyze the brand operation process of Chanel and Perfect Diary in recent years. I found that although online marketing can promote brand awareness, however, the lack of quality marketing, only counterproductive. For example, Chanel, which was the first to develop a makeup line, suffered a huge blow to its brand reputation due to the comment by anchor Li Jiaqi during the live broadcast that “although the lipstick casing is elegant, the lipstick numbers are all the same”. In addition, good service attitude is also the key to brand operation, for example, Perfect Diary has set up 600 experience stores throughout China in order to let customers experience the products firsthand. According to the findings of the “Post-95 Makeup Consumption Behavior Data Report”, the proportion of offline store consumption is increasing, with nearly 40% of respondents buying beauty products online and offline at the same time, and nearly 50% of respondents saying that they will definitely or usually buy in offline stores.
Jérémy还让我对香奈儿和完美日记近些年来的品牌运营过程进行了分析。我发现虽然线上营销能够推广品牌知名度，然而缺乏品质的营销，只会适得其反，例如最早开发彩妆线的Chanel，由于主播李佳琪在直播间评价“虽然口红外壳优雅，但口红色号千篇一律”，因而品牌口碑遭受巨大打击。除此之外，良好的服务态度也是品牌运营的关键，例如完美日记为了让客户能够亲身体验产品，在全中国建立了600家体验店。根据《 95 后化妆消费行为数据报告》调研结果，线下门店消费占比渐涨，近四成受访者会同时在线上线下购买美妆产品，近50%受访者表示去线下门店一定或通常都会发生购买行为。
In this learning process, it is obvious that Jeremy did not directly tell me that my idea is wrong, but after pointing out the key, guide me to discover the truth through practice. This way of learning not only helped me to remember the theoretical knowledge of brand operation more deeply, but also enhanced my practical experience.
When faced with my questions, my mentor always guided me on how to find the answers instead of directly telling me the correct answers. This approach effectively trained my practical and hands-on skills, and deepened my memory of theories and techniques.
I was most impressed by my mentor's professionalism in the course of the mentorship program. No matter what questions I faced, my mentor was always comfortable and had great answers.
By communicating with experienced seniors, the practice process was more innovative, efficient and creative.
- 企业参访，Open Day
- 企业咨询项目（In-Company Consulting Project）合作