Beauty & Digital: Disrupting the industry and creating opportunities

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Hear from renowned beauty experts from HEC, L'Oréal and Coty about how digital is disrupting the beauty industry and creating new opportunities.

HEC UK Digital Club is glad to introduce a panel discussion exploring how technology and digital are changing the beauty industry. 

Shifts in consumer behaviours and expectations are leading beauty brands to adapt their model and strategies. While the COVID-19 pandemic has accelerated changes and major emphasis on the digitalisation of the industry.

How is the industry coping with the explosion of direct to consumer business (DTC) models, advances in beauty tech, the seismic change in the role of retail, and consumers' increasing expectations when it comes to sustainability? 

What are the key digital marketing trends in the beauty industry and what are its outlooks?

Hear from experts in our online panel discussion:

  • Maylis Joppé (de Belair) Coty - Vice President Marketing, Innovation Excellence
  • Marie Sermadiras - L'Oréal - Global Chief Digital Officer & Member of the Executive Committee - Active Cosmetics 
  • Professor Gachoucha Kretz - HEC Paris - Sustainable Marketing Strategist - Brand and Customer Experience Expert - Sustainable Marketing Advocate - Fashion and Luxury

Wednesday 18th November 2020 

6pm UK  /  7pm Paris  /  1pm NYC


About the speakers: 

Gachoucha Géraldine Kretz – HEC Paris
Sustainable Marketing Strategist & Brand and Customer Experience Expert

Gachoucha specializes in brand management with a focus on digital branding, fashion and luxury brand management and social media marketing and branding. She is a sustainable marketing advocate (fashion and luxury). 

She is a professor at HEC Paris, teaching a wide range of students and programmes. She is as well a professor at the Università Cattolica del Sacro Cuore in Milan and at Meiji University in Tokyo where she teaches the Netnographic research method (Kozinets 2010) applied to luxury and fashion and fashion and luxury marketing.

Prior to her career in marketing research, Gachoucha spent several years as a finance consultant and executive at Arthur Andersen and LVMH.

Her latest publications deal with fashion and luxury blogging and its impact on brand management. She is also co-authoring a textbook on luxury brand management to be published by SAGE London

Gachoucha Kretz holds a PhD from HEC Paris and graduated in various fields such as Marketing & Strategy as well as Finance.

Marie Sermadiras – L'Oréal
Global Chief Digital Officer & Member of the Executive Committee - Active Cosmetics

Marie Sermadiras is the Global Chief Digital Officer at L’Oréal and member of the Executive committee – active cosmetics. 

Prior to joining L’Oréal, she co-founded ZenSoon in 2012, as one of the first beauty and wellbeing marketplace to revolutionise the beauty services market in France until its acquisition by Treatwell, the European market leader. Marie was the CEO and general manager for Treatwell France leading an impressive 500% growth in the market.

Marie specialises in growth strategies and helps transform traditional markets using the tools and opportunities created by digital and new technologies, across sales, marketing and operations.

Marie is passionate about entrepreneurship and maintains a strong foothold in the start-up ecosystem by supporting entrepreneurs in their development and by investing in them both from a financial point of view and in terms of coaching 

She holds a degree with honour in Entrepreneurship from HEC Paris. 

Maylis Joppé (de Belair) – Coty
Vice President Marketing, Innovation Excellence

Maylis is an experienced Vice President in Global Marketing with a demonstrated history of working in Beauty and the Cosmetics industry. 

She has a strong expertise in leading both Global brands, and developing disruptive innovation and new business models, through incubators, accelerators and start ups. 

She is passionate about Beauty and Innovation, and building brands for sustainable growth. 

Prior to Coty, Maylis had a track record career within Luxury Goods, Fast-Moving Consumer Goods (FMCG) and Consumer Products, working at Unilever and SaraLee, before joining Coty. 

Maylis holds a Private Law master’s degree from University Paris X and a masterin Marketing at ESSEC Business School Paris. 


Please contact for questions or suggestions, or help to sign up. And address your email to Ranya El Bissouri if you have interest in joining the Digital Club.

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