All designers: Noémie Guirbert, Directrice retail & services

The career of a Director of Retail & services

Noémie Guirbert graduated from L'École de Design Nantes Atlantique in 2008 in the Product Design section, and also obtained her Master's degree from IAE Nantes the same year. This hybrid combination enabled her to acquire a more entrepreneurial approach, which has proved essential to her future career.

"Designers have to take a stand. They have an accurate analysis of user behavior."

Noémie Guirbert
Director of Retail & services at Armani Beauty

This interview is part of the 'All Designers' publication launched by the school to highlight the inspiring careers of 18 alumni and discover their vision of design in the face of technological, environmental and societal challenges.

Design, to dare to propose and
defend a global vision

From her beginnings in retail design at L'Oréal, during her end of studies internship, to her current position at Armani Beauty, via the Bourjois, Decléor and Carita brands, Noémie has constantly developed her creativity and expertise, continually exploring new avenues of progression and learning. Her professional experience has led her to increasingly strategic positions, and today she is a member of the brand's management committee.

"I'm based in Paris, in the international marketing department, so I work for all the geographical zones and develop the brand's services. I'm convinced that the way a designer understands the world, thinks and innovates gives him or her the legitimacy to occupy decision-making positions in organizations," declares Noémie.

From designer to designer manager

Although Noémie began her career in retail space design, she then turned to service design, a carefully considered choice that reflects her desire to place human experience and interaction at the heart of her proposals. This transition enabled her to broaden her skills by embracing the complexity and wealth of diverse cultures.

Noémie Guirbert, Alumni 2008, Director of Retail and Services at Armani BeautyNoémie Guirbert, Alumni 2008, Director of Retail and Services at Armani Beauty

Today at Armani Beauty, she uses her expertise to design services for physical outlets: perfume consultations, skincare protocols, make-up techniques by developing Beauty Tech (diagnostic or skincare tech tools), but also for e.commerce sites such as Virtual Try On (virtual make-up application), to offer a unique and personalized experience.

"Today, I manage a team of 9 people. Whatever their background, they're all designers at heart, so I train them as such, and they bring their marketing, digital tech and business expertise to complement mine. Thanks to this collaborative effort, we hope to be relevant in what we offer," explains
Noémie.

"We designers have the capacity to propose another vision that integrates societal and ecological issues."

Daring to shake up organizations

Noémie's career and achievements demonstrate that design is not just a question of aesthetics, but also a powerful tool for creating meaningful human experiences and getting companies to think
about new value propositions.

Her message is clear: dare to shake up organizations, propose innovative solutions and defend a global vision of design. Designers can occupy a more strategic role within companies, and play an essential part in the decisions that are taken.

"Designers have to take a stand. They have an accurate analysis of user behavior. They also have an understanding of CSR, artistic and cultural sensibilities, and new technologies, which constantly feed their creativity. In this respect, I think they are legitimate candidates for key strategic positions in organizations. It's true that economic issues often take priority. But we designers have the capacity to propose another vision that integrates societal and ecological issues. So dare to propose, dare to take center stage and have fun!" she concludes.

Noémie Guirbert

Noémie Guirbert

Alumni 2008

Director of retail & services at Armani Beauty

Since 2021: Director of retail & services, Armani Beauty - Paris, France

2014: Director of retail design, Decléor & Carita, L’Oréal - Paris, France

2010: Designer, Bourjois, Chanel - Paris, France

2008: End of studies internship, Lancôme, L’Oréal - Paris, France

2008: Graduated with Master’s Degree from
L’École de design Nantes Atlantique & IAE
Nantes - Product Design

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Published on 02.12.24