Next Generation Innovators: MSc Brand Strategy and Product Management Students Pitch Eco Concepts at SC Johnson’s Eco Factory in Belgium

Students in Audencia's MSc Brand Strategy and Product Management Students visited SC Johnson Lifestyle Brands’ Eco Factory near Antwerp, Belgium, and pitched their Eco Product concepts to Senior Management.

During their program, Audencia's MSc Brand Strategy and Product Management students had the opportunity to participate in an SC Johnson Lifestyle Brands innovation competition centered on developing next-generation eco-conscious consumer products. Thirteen teams took part in this educational initiative, which bridges academic learning with marketing practice.

During the innovation project, the teams embarked on a creative journey, bringing their sustainable product visions to life. Among a wide range of innovative concepts, two teams won the competition, and four other teams received recommendations from the company for the originality of their ideas.

This learning experience culminated in a memorable moment: we were delighted to see that the two winning teams from the MSc Brand Strategy and Product Management program were invited to present their innovative eco product concepts to senior management of SC Johnson’s Lifestyle Brands, and to enjoy a guided tour of the Ecover eco factory in Antwerp, Belgium.

The visit brought the marketing of innovation vividly to life. It allowed students to experience the realities of new product development within an international brand portfolio. Through direct exchanges with senior managers across marketing, R&D, operations and production, the student teams gained valuable insights into how marketing, sustainability, innovation, and operational excellence come together within a purpose-driven product and brand.

A big thank you to Sébastien Chauve (European Marketing and Innovation Director for Lifestyle Brands at SC Johnson) for his time, expertise, and for making this innovation project and visit possible. His vision for brand building, sustainability, and innovation made a memorable contribution to our students’ learning experience. We are also very grateful to Hans Van Tigchelt (Plant Director), Johan Synhaeve (European Director of Operations for Lifestyle Brands), Valerie Weyns (Production Manager for Lifestyle Brands), and the R&D team for their warm welcome, thoughtful guidance, and generosity with their time throughout the day.

A big thank you also to our two winning teams for their professionalism and outstanding presentations of your eco product concepts during an intense academic period. You represented Audencia with distinction, highlighting the combined impact of creativity, sustainability led innovation, and marketing.

Finally, thank you very much to Professor Latchezar Hristov, Director of the MSc Brand Strategy and Product Management, for the organization of this immersive learning experience on Audencia’s side. 

Working with the MSc Brand Strategy and Product Management groups has been a truly rewarding experience. Throughout the innovation competition, students demonstrated impressive competencies, as their creativity and analytical rigour, combined with their understanding of sustainability and innovation, reflected professional-level potential. That was evident in their innovative eco product concepts and forward-thinking approaches. 
We were equally impressed by the efficiency with which Professor Hristov coordinated the project and by his coaching and guidance of the teams throughout the innovation competition. We would certainly welcome the opportunity to engage with future cohorts of the programme and to contribute to similar educational initiatives.

Mr Sebastien Chauve, European Marketing and Innovation Director of SC Johnson Lifestyle Brands
 

The two winning teams and their concepts

WashBot

A smart, concentrated detergent system for Ecover that automatically doses the exact amount needed for each wash. A soft-touch white sphere floating in slow motion among bubbles and gentle light, rotating like a planet inside a washing machine. 

Aleksandra Maczuba, Lorenzo Di Giosuè, Yao Chen, Preeta Ingley, Yuchen Zhang, Anthony Leclerc, Arpan Bansal

This experience provided valuable insights into SC Johnson operations and strong commitment to sustainability. I was particularly impressed by the zero-waste approach and the efficiency of the team management, which truly reflect Ecover’s values in practice. Presenting our WashBot project and receiving feedback from the teams was especially enriching and helped us evaluate its real-world impact. Thank you to everyone involved for this inspiring experience.

Pure Sponge

Eco-conscious households seeking a hygienic and sustainable way to wash dishes will opt for the Ecover PURE Range, including Pure Scan, the smart support that detects bacterial buildup, paired with Pure Sponge, the washable eco-sponge, which delivers perfect cleanliness, smart bacterial detection, and reduced waste. 

Clémence Sacagna, Anne-Lorraine Le Picard, Camille Avice, Baudouin Clément, Anaelle Furio, Amélie Finfe, Louis Girard
 

We truly appreciated the opportunity to discover the company from the inside and to better understand its operations and values. It was a pleasure meeting the teams, especially the Supply Director, the Plant Director, and the R&D team. We are very grateful that they took the time to share insights into their roles, explain their day-to-day challenges, and guide us through the facilities. Seeing their work firsthand made the experience particularly engaging and insightful. We would also like to thank you for the opportunity to work on Ecover’s innovation project. It was a valuable experience to reflect on the challenges and opportunities of the brand.