A new Emporio Armani perfume
The final of the L'Oréal - Emporio Armani case study to create with a new perfume (feminine or masculine) took place on Tuesday May 6th 2014. The students from the IFM Management programme were asked by the brand to come up with a unisex perfume concept aimed at the 18-25 age-group.
The first prize was won by the IPSUM group that included of Thomas Thourel, Jennifer Tazzioli, Maxime Bréavoine, Juliette George and Juliette Teulier.
The proposal had to include a name, a twin bottle design, a blueprint scent, print & film advertising and a PR/digital launch outline. The aim was, according to the brief supplied by the company, to approach the Emporio Armani brand territory with finesse, taking on board its identity, values, codes, singularities, and to forecast its evolution over time as well as where it stands in the Armani brand portfolio. The brief also required students to “cover marketing basics but to take a step beyond to create something different and unexpected”.
The winning group (IPSUM) came up with a perfume based on the idea of pushing personal limits and was illustrated by videos showing a man and a woman in a boxing ring, parachuting or climbing…
The jury included:
- Sylvie Ebel, Deputy Director, IFM,
- Martina Felacco, Marketing Director, Giorgio Armani,
- Rémy Lugagne, Human Resources Director, L'Oréal Luxe,
- Cédric Voix, Head of recruitment, L'Oréal France,
And the rest of the operational team at Emporio Armani.
The two other groups:
- GAME ON (Taoufik El-Khazzani, Julie Pont, Margaux Marshall-Albaladejo, Valentine Maroto, Victor Dumay).
- PLUSONE (Alicia Jacquet, Maylis Kervella, Audrey Shalimar-Shaffaq, Amélie Ringard, Claire Bonnot)
