Finding inspiration in the EMBA Sustainability Module and turning a final paper into a business

Published: 28 July 2016

From EMBA McGill-HEC Montréal, July 26, 2016:

"Last week, Clément Joubert, pianist, former director of the McGill Conservatory and a 2015 McGill-HEC Montréal EMBA graduate, launched Men’s Seasons, a new range of skincare products designed for men, which meets the seasonally specific needs of the skin. The products are made in Quebec and sold online.

We reached Clément following the announcement of his business launch and he explained how Men’s Seasons is closely linked to the EMBA program and particularly to his final paper:

“The three months I took to dig into the subject [the behavioral psychology of men through the consumption of beauty products] for my EMBA final paper were the perfect opportunity for me to learn about a whole new industry and its key players. In addition, the contact network I built ​​not only within my class, but across all McGill-HEC Montréal EMBA alumni is absolutely priceless and contributed directly and tangibly to the launch of Men’s Seasons.”

In an interview with La Presse, Clément explained the origin of his newly launched company: his final EMBA paper and its main question: “For several years, we have been hearing that beauty products for men are the next eldorado … in reality, the market has been growing, but not nearly as much as expected. Why?”  Through the research he conducted as part of his final paper, he drew a number of conclusions.  Among other things, the way men and women consume these types of products is very different: men are mostly seeking a solution to a specific problem, while women feel like they are purchasing a luxury product.

In addition to his final paper, there are signs that the EMBA’s Sustainability Challenge module, also influenced this new entrepreneur.  Clément decided that Men’s Seasons’ products would be vegan, without petrochemicals, made from natural ingredients, and to take things one step further, for every box sold, Mens Seasons will plant a tree  in Quebec, through a partnership with Tree Canada."

Read the full interview in La Presse

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