Laura COHEN HAZAN

Head of Com & Mktg | SWAROVSKI ATELIER

Laura started her communication life working at the Kering Group. After 2 years of brand repositioning and corporate affairs, she entered Boucheron as a PR specialist. From communication assistant to international global strategist, Laura learned for 6 years there the art of communication and copy writing in the luxury goods market and jewelry industry.  She is now in charge of developing Atelier Swarovski, the luxury entity of Swarovski. Part of the function is to install and create desirability for the brand new jewelry line made with lab grown diamonds.

questionnaire

1.)        What was your very first job?
I worked at the Opera Syndey House in the marketing department. What stroke me my was the ambition of this cultural institution to push a Robbie Williams concert one day, and a Nutcracker ballet the other almost the same way and with the same passion. I discovered the importance of building bridges between the popular culture and the so called “elite” culture to simply create emotions.  

2.)        Please describe, in your own words, what your job is and what work it entails.
One part of my job is to develop appealing and coherent communication and marketing campaigns on all channels (media, social & digital, Press, point of sale, CRM, training…) for crystal jewelry collections.  The other part is to install a new ethical line of jewelry using created diamonds and Fairtrade gold to all audiences (internal, external, institutional).

3.)        How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?
I always loved reading and writing.  I ended up in a communication school by accident and realized I could create stories, provoke emotions and make a brand live through my concepts. I then was lucky enough to meet extremely talented mentors who helped me find my voice and brought the best in me. 

4.)        In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
I read a lot. Every day, all day. Novels, magazines, comics, articles… And I love brainstorming with my team, finding new ideas, looking at other industries, other fields, other continents…it helps questioning ourselves and refresh our minds.

5.)        If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
I worked with a great team to develop a jewelry exhibition that was the opposite of what people were expecting. Far from traditional display of big stones, we tried to open the workshops and create a real connection with the visitors. We used AR as well as actors to narrate stories…everyone thought we were crazy, and we actually were a bit! We put ourselves in danger, we had doubts, we were exalted to do things differently and finally it was an amazing success. Because we did it to create emotions, and pass on our passion for this brand and its craftmanship. 

Today I am proud of working on shaking the jewelry industry in another way, bringing ethical and responsible materials to the game. Lab-Created diamonds are controversial and are scary for the industry. But the purpose is noble, the outcome revolutionary. It gives a real new meaning to my job.

jury

Co-Founder | ALTMANN + PACREAU
Groupe Creative Director | GOOGLE
Global Brand Image | LACOSTE
Head of Design | MARCEL
Corporate Communications | IBERCHEM
Global Marketing & Comm. Dir. | ROGER VIVIER
Creative Director | CERRUTI
Production Manager | MANGO
CD | BETC
Image Director | GQ, CONDE NAST
Creative Director | AGENCE BABEL
Marketing Director | DANONE
Art Director | BOTTARO Flore
Creative Director | LES GENS PARIS
Founder | ALL CONTENTS
Designer
Brand Director | L'ORÉAL LUXE
Digital Comm. Dir. | FONDATION LOUIS VUITTON
CD | JESUS ET GABRIEL
Head of Design & Creative Director | BERSHKA
Creative Director | FAUCHON
Photo Director | M6
Communication Director | ERIC BOMPARD
VP Glbl LANCASTER Brand & ESCADA F&F | COTY
E-commerce/Art/Comm. Mngr | STRADIVARIUS
Brand Director | L'ORÉAL LUXE
Marketing Director | LANCASTER
Creative Director | CHANGE
Creative Director
SVP Marketing | BECAUSE
Art Direction Brand Specialist | BULGARI
Head of Com & Mktg | SWAROVSKI ATELIER
EVP Creative Dir. - CGB | SWAROVSKI
Executive Creative Director | ZAKKA
Creative Director | UNIVERSAL MUSIC
Innovation Excellence Mktg Dir. | COTY
Creative Director | BUZZMAN
Art Director | RENAULT
Digital Creative Head F&B | CHANEL
Image Coordinator | WOMEN SECRET
Communication Director | L'ORÉAL LUXE
Global Digital Director | BOURJOIS
Image Manager | PERNOD RICARD
Communication Dir.| TARA JARMON
Global Head of Communications | ROCHER GROUP
Communication Director | DAMIANI GROUP
Global Digital Transformation | PERNOD RICARD
Digital Marketing and Media Dir. | ESTEE LAUDER
Global Image Director | HENNESSY
Creative Dir. | ADOLFO DOMINGUEZ
SVP Global Mktg Strategy | ACCORHOTELS
Chief Marketing Officer | L'OREAL
Global Creative Dir. | COTY
Head of Visual Merchandising | BA&SH
Marketing & Communications Director | TOUS
Marketing Director | L'ORÉAL
Senior Marketing & Comm. Mngr | TINDER
Assoc. Comm. Dir. | TF1
Chief Creative Officer | AIR PARIS
Glbl Hd of Comm & Image | MAKE UP FOR EVER
Advertising Mgr | BULGARI
ECD, Pdt Creative Council | McCANN
Image & creation Gp Mgr | GUERLAIN
Art Director | CONDÉ NAST ITALY
VP Marketing & Comm. | LECAB
Executive Creative Dir. | BSUR
Global Comms. & PR Manager | UTERQÜE
Digital Transformation Mktg Dir. | BNP PARIBAS
Head of Prod & Art Buying | PUBLICIS ET NOUS
Creative Director | BENJAMIN GRILLON STUDIO
General Dir. & Production Dir. | HAVAS
Executive Creative Dir. | MAZARINE
Partner & Chief Creative Officer | SERVICEPLAN
Executive Creative Dir. | WE ARE SOCIAL
Creative Communications Director | CARTIER
Creative Director | DAILYMOTION
Glbl CD Luxury | INSTAGRAM & FACEBOOK
Partner | YOU & MR JONES
CD | PUIG PRESTIGE BEAUTE FRANCE
Art Buyer | LOUIS VUITTON
Creative Director | AIR PARIS
Marketing Director | WARNER MUSIC
Creative Director | DOVE
Creative Director Beauty | OGILVY & MATHER
Communication Dir. | VALUE RETAIL FRANCE
President | FF GROUP
SVP Global Marketing Make-Up | GUERLAIN
Art Director | MANGO
Creative Dir. Digital & Integrated | W & CIE
CMO & General Mgmt | LE PRINTEMPS
Creative Director | LA CHOSE
Head of Art Buying |
Comm, Marketing & Digital Dir. | AGATHA
Head of Art | OGILVY
VP Marketing & Comm. | GAMELOFT
Executive Creative Dir. | ARMANDO TESTA
General Dir. of Strategy | PUBLICIS LUXE
Executive Creative Director | LEO BURNETT
Chief Marketing Officer | SHOWROOMPRIVÉ.COM
WW Head of Global Comm. | FREDERIC MALLE
Founder | ROSBEEF!
T.V. Producer | MEGROUS Sophie
Head of Advertorial | GALERIES LAFAYETTE
Communication Dir. | RELAIS & CHATEAUX
Creative Dir. & CEO | AL DENTE
Head of Art Buying | BETC
Advertising Creative Dir. | M6
Digital Director | EVIAN
Creative Arts Consultant | HEIMAT
General Director | JONAK
Creative Director | ESTÉE LAUDER
Creative Studio Director | SHISEIDO
Exec. Creative Director | BABEL
Executive Creative Dir. | CHEIL
Partner - Creative Director | SOON IN TOKYO
Image and Comm. Director | STRADIVARIUS
Head of Global Brand Comm. | CLUB MED
Global Brand Director | BOUCHERON
Deputy Director of Communication | PETIT BATEAU
Executive Creative Dir. | TBWA
Global Head of Print | BETC
Global Creative Director | PUBLICIS CONSEIL
CD | CHRISTIAN DIOR PARFUMS
Executive Digital Creative Dir. | OGILVY & MATHER
Creative Director | COTY LUXURY DIVISION
Creative Dir. | PATRICK REMY STUDIO
Managing Director of Communications | PSG
Marketing Director | COTY
Creative Dir. & Founder | RICCARDO RUINI STUDIO
VP Creative & Design | COTY, LUXURY DIV.
Production Director | CLM BBDO
Chief Luxury & ENT Officer | DENTSU AEGIS
Communication Dir. | DRIES VAN NOTEN
Marketing Director | PERNOD RICARD
Deputy Director of CEO | LADURÉE Thé & Beauté
Head of Comms & Influence | L'OREAL CPD
Creative Director | BETC
Creative Director
Chief Mktg & Comm. Officer | SONIA RYKIEL
Communication Dir. | GRUPPO MAX MARA
VP Advertising | GAMELOFT
Partner, CCO | SERVICEPLAN
Crédits photo : Julie ANSIAU
Founder | YORGO & CO.
Art Director | MONCLER
Creative & Image Dir.| SONY MUSIC
Founder | ANIMALS PARIS
Executive Creative Director | PUBLICIS CONSEIL
Style & Image Director | MAISON KITSUNÉ
Storyteller & Creative Director | NWA
Brand Manager | PEDRO DEL HIERRO
Communication Director | NINA RICCI
Global Creative Director | DARPHIN
Head of Strategy | DDB Barcelona