Cergy, Île-de-France, France
I'm fascinated by why consumers choose one product over another, how their behaviours evolve, and how brands can recognise opportunities before they become trends. Over the past year, this curiosity has taken me across fragrance, beauty, and luxury retail, where I've explored how consumer understanding shapes product innovation, brand strategy, and commercial decisions. As part of ESSEC's Beauty Chair, I've had the opportunity to work on industry projects with companies including IFF, Marionnaud, and Chanel, applying consumer research, social listening, competitive benchmarking, and cultural analysis to solve real business challenges. Alongside this, my internship at Maison Corthay gave me a different perspective, taking ideas from strategy into execution through product development, pricing, digital merchandising, retail, and campaign launches. Experiencing both sides has shown me that the strongest brands are built when consumer understanding informs every decision, from product conception to market activation. The work I enjoy most sits at the intersection of consumer insights and innovation. I like identifying unmet needs, understanding changing purchase behaviours, decoding cultural signals, and translating those observations into products, positioning, and strategies that create meaningful value. Whether analysing thousands of consumer reviews, benchmarking competitors, or developing a new fragrance concept for Generation Alpha, I'm driven by one question: 𝘞𝘩𝘢𝘵 𝘪𝘴 𝘤𝘩𝘢𝘯𝘨𝘪𝘯𝘨, 𝘸𝘩𝘺 𝘪𝘴 𝘪𝘵 𝘩𝘢𝘱𝘱𝘦𝘯𝘪𝘯𝘨, 𝘢𝘯𝘥 𝘩𝘰𝘸 𝘤𝘢𝘯 𝘣𝘳𝘢𝘯𝘥𝘴 𝘳𝘦𝘴𝘱𝘰𝘯𝘥 𝘣𝘦𝘧𝘰𝘳𝘦 𝘦𝘷𝘦𝘳𝘺𝘰𝘯𝘦 𝘦𝘭𝘴𝘦 𝘥𝘰𝘦𝘴? I believe curiosity is one of the most valuable skills in marketing. It pushes us to look beyond data, connect seemingly unrelated signals, and ask better questions before searching for answers. That's the mindset I bring to every project, and it's the one I hope to continue developing as I build a career in Consumer Insights, Product Development, and Innovation within the beauty industry. I'm always happy to connect with people who share an interest in consumer behaviour, brand building, fragrance, beauty innovation, and the future of the industry.
As part of the Beauty Chair business case brief with IFF, developed a full 360° sustainability strategy for a new fragrance pillar under the Miu Miu brand, positioned for the East Asian prestige market. 🔍 Research & Insights • Analysed East Asian consumer preferences and sustainability expectations to identify the right positioning opportunity • Mapped the competitive landscape to understand white spaces in the clean luxury fragrance market • Synthesised emerging trend signals to ground every strategic decision in real market context 🌿 Strategy & Delivery From those insights, built a concrete 360° strategy: selecting ethically sourced and upcycled ingredients that preserved olfactive quality, identifying sustainability improvements across the supply chain and packaging lifecycle, and crafting a brand repositioning narrative aligning Miu Miu's identity with clean beauty expectations in Asia. The full recommendation, covering ingredient selection, packaging, communication, and a phased launch plan, was presented in person to IFF professionals.
For the project with Marionnaud, developed a brand repositioning and activation strategy to support the retailer's skincare premiumization ambitions in the French market. 🔍 What we found • Conducted a competitive analysis across key French beauty retailers to map market gaps and Marionnaud's positioning white spaces • Identified a disconnect between brand perception and its actual strengths - particularly its beauty advisors, in-store institute, and long-standing customer heritage • Turned those weaknesses in perception into the core of the strategic narrative 🌸 What we build Rather than chasing premium through product alone, the strategy leaned into what made Marionnaud distinct - human expertise, trust, and generational loyalty. This led to the development of "Beauty, Shared", a campaign built around mothers and grandmothers bringing their children into stores to pass on their knowledge and trust in the brand. Supporting this were concrete retail activations including age-based product aisle organisation for easier navigation, in-store experience improvements, and website enhancements to make the digital journey more intuitive. The full strategy was presented to Marionnaud as a mid-to-long term roadmap toward becoming Europe's leading beauty expertise destination.
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