#DiorLovesHEC #DiorHECchallenge #CareerOutlook
It started around 2 months ago, when Dior came to HEC with the challenge, ‘Imagine the Fragrance Experience of Tomorrow’. Yann Musquin, The International Marketing Director for Fragrances, briefed us on the fragrances market in general, and some of Dior’s initiatives and campaigns. The challenge was essentially to reinvent the fragrance buying experience for the millennials. 51 teams signed up. Diverse teams, from various courses, various nationalities, and with various experiences. What was so attractive about the challenge? Well, it was ‘LVMH’, and it was bound to be ‘Grand’.
Then followed 2 months of hard work and dedication. Teams were expected to deliver two things- a 2-min video pitch, and a 10-min presentation. I participated with two of my friends from the Master in Management. We worked on understanding fragrances to start with. The question was: What could fragrances do to communicate better with the millennials? We visited Dior boutiques, retailers like Marionnaud, and even airport retail shops, to see what can be done better. The major challenge was to reach out to the millennials while maintaining the ‘luxury’ image of the brand. So, a lot of regular ideas couldn’t be implemented. The ideas had to resonate with the values and image of the brand. And that’s how teams typically filtered their creative innovative ideas.
Then came the D-Day, the 6th of March, when Dior invited all the participants to the LVMH Headquarters at Avenue Montaigne, Paris. The whole setup was amazing. We got everything ‘Dior’, starting with printed nametags, the pens, notepads, and even candies! Participants were happy and amazed to see how much #DiorLovesHEC. Social media started to buzz with pictures and posts with #DiorHECchallenge. There was fun, excitement, and anticipation in the atmosphere; after all, nobody knew who would get the chance to present.
And then it happened, one by one, they announced the finalist teams. And we jumped off our seats when we saw our names first on the screen. I don’t know if we were more thrilled or more nervous to be the first ones to present. The experience was very exciting. First, every team’s video was played for the audience and then the team presented their ideas in detail, followed by questions from the jury. Shortly after the presentations, the judges announced the winning team.
Finally, the networking cocktail, where participants could reach out to various métiers of Dior, to discuss their careers and passions in the luxury industry. Even though we didn’t win, the whole experience of working on the challenge, and then presenting to the audience and the jury was very enriching and inspiring. Like all other participants, we left with a lot of good memories, and a Dior perfume each!