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LVMH, HEC Paris Launch Perfume Competition

Students have been challenged to imagine the fragrance experience of tomorrow.

MAKES SCENTS: As part of their ongoing partnership, LVMH Moët Hennessy Louis Vuitton and HEC Paris business school on Tuesday kicked off a competition for students, who have been challenged to imagine what the fragrance experience of tomorrow would involve.

The university and luxury goods giant — through its Parfums Christian Dior branch — have jointly proposed a business case contest that’s open to everyone enrolled at HEC Paris. The deadline for submissions is March 2 in what is the second edition of the competition.

As reported in September 2015, LVMH and HEC signed a partnership to create a General Management and Retail Excellence chair, a teaching and research program focused on luxury brand management. As part of the long-term agreement, LVMH also became a partner of the HEC Foundation.

Courses related to the tie-in involve HEC professors and managers from numerous LVMH-owned companies, including Louis Vuitton, Berluti and Sephora.

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Another beauty-maker — L’Oréal — has also long forged strong links with HEC. In 1993, the company became a board member of the school’s foundation. In 2008, L’Oréal created a Leadership chair, which was then followed by an Entrepreneurship chair that was announced by L’Oréal in early December 2016.

That latest partnership was signed for a duration of three years, and Thomas Astebro, a member of HEC’s economy and sciences department, fills the chair’s professorship role.

HEC created its Center of Entrepreneurship in 2010. “The development of entrepreneurship is one of the major components of our strategy of development,” said Peter Todd, dean of HEC Paris, in a statement.

“The group, born from the passion of an entrepreneur and endowed with a long tradition of technological innovations, wants to act as a catalyst for talents of tomorrow by actively participating in entrepreneurship and accompanying its rise in power alongside the students,” continued Hervé Navellou, managing director of L’Oréal France.