Sylvie Legenne
Pharm D, MBA
Owner & Founder of SkinLinkConsutling
Sylvie’s passion for brand heritage, especially in the skincare world, has been shaped by years of working with iconic brands built on rich histories and visionary leadership.
Completing the inaugural Corporate Memory Certificate at Université Paris, Dauphine–PSL marked a key milestone in her journey. It allowed her to formalize her passion, deepen her expertise, and explore how history can be harnessed as a strategic asset.
In this post, she shares what the training offered and how it has transformed her perspective on the role of heritage in corporate brand strategy.
Why have you decided to take the Dauphine University Course on
Corporate/Brand Heritage?
I have always been deeply passionate about brand history, particularly the heritage of skincare brands. Over the years, this passion has been cultivated through my work on several skincare brands, each with a rich and meaningful legacy shaped by the vision of their founders. Notable examples include Eau Thermale Avène ®, a soothing, scientifically validated spring water trusted since 1736. Payot®, created in 1920 by Dr. Nadia Payot, who was inspired by the movement of dancers and developed a holistic beauty philosophy, making her one of the first professional facialists; Aveeno ®, founded in 1945 by the Musher brothers, guided by a curiosity and a belief that natural oat held untapped potential for human well-being; and RoC® Skincare, established in 1957 by a young pharmacist whose blend of scientific rigor and artistic sensibility continues to guide the brand today.
A pivotal moment that deepened my interest in brand heritage was reading Helena Rubinstein: The woman who invented beauty by Michèle Fitoussi. This biography inspired me to dig into RoC’ s rich history and write the first book about the Brand History, a book documenting seven decades of pioneering innovations and exploring the personality and vision of its founder.
When I learned about the launch of the first continuing education certificate in Corporate Memory by Université Paris-Dauphine–PSL, I immediately recognized a unique opportunity. This program offers the ideal framework to formalize my approach, enrich it with theoretical insights, and explore the processes of institutionalizing and operationalizing brand and cultural heritage.
What was the course about?
This program offered a 360 overview of the key aspects related to “Corporate Memory”. It explores how organizations can preserve, leverage, and activate their collective memory to drive innovation and strategic decision-making.
Taught by research professors from Université Paris Dauphine-PSL and renowned experts, this training program has been designed to teach how to preserve and leverage a company/brand’s history—its knowledge, data, and past experiences—to make decisions, foster innovation, and adapt to its environment. It goes beyond traditional archives, encompassing transmission processes, knowledge and expertise management systems—forming a diverse and essential foundation for any company’s success.
This training allowed me to develop new competencies related to awareness, enhancement, and strategic use of memory and knowledge within the organization while sensitizing me on the importance of drawing inspiration from the past to innovate and build the future. A rich program that provided me with some strong understanding of the various memory-related systems within a company: archiving, knowledge management, expertise handling, oral knowledge transmission mechanisms, the creation of communities for collective intelligence, and more. Through concrete business cases and learnings expeditions, this certificate equipped me with new forward-thinking approaches to internally integrate and externally communicate memory knowledge and/or brand heritage.
What have been the key learnings?
I’ve come to see brand heritage as far more than a timeline or a commemorative book—it’s a powerful strategic asset. But to truly unlock its value, we need more than just good intentions. It starts with putting the right frameworks in place: tools and processes to uncover, curate, and activate history in ways that align with the brand’s identity and future direction.
I learned that this work doesn’t happen in isolation. It takes a committed team to champion heritage as a living part of the brand—connecting past achievements with present purpose and future ambition. And at the heart of it all are the personal stories—the lived experiences that give history meaning and foster a shared sense of identity.
Heritage deserves to be more than a look back. When embedded in both external brand expressions and internal culture, it becomes a forward-looking force—shaping strategy, inspiring innovation, and building emotional connection.
One of the most valuable aspects of this training was the diversity of the participants. Coming from a wide range of industries and roles including corporate memory managers, transformation and innovation leaders, organizational consultants, archivists, communication leaders, writers, historians…The richness of perspectives made the experience truly unique.
How will this Certificate influence your professional activity?
- A renewed perspective on the value of brand heritage
While many skincare brands possess a historical background, not all qualify as heritage brands. A true heritage brand is one whose positioning and value proposition are fundamentally rooted in its history. Making heritage a core component of brand value is a strategic choice. Some skincare brands for example, despite having a long-standing history, derive their legitimacy from innovation, technology, and scientific research rather than their past. In contrast, when a brand’s history lies at the heart of its identity and shapes its vision, that heritage must be fully integrated, both into the brand’s external expressions, which influence public perception, and into the internal corporate culture, which drives strategic direction.
- Reframing Corporate Memory as a Strategic Asset
In today’s rapidly changing environment, corporate memory is no longer merely about archiving the past—it has become a vital resource for driving innovation, shaping brand identity, and fostering resilience. To unlock its full potential, historical knowledge must be thoughtfully adapted and curated to align with contemporary contexts and consumer expectations. History gains strategic value only when it is made relevant to the present and future.
- Going Beyond the Corporate History Book
Heritage holds strategic value when it is long-standing and supported by rich, diverse forms of memory that reveal its deeper meaning. Brand heritage is not simply a timeline on a website or a glossy coffee table book, it must be actively expressed across all facets of a company’s communication. To truly resonate, it should be articulated in a contemporary, engaging way that involves the entire organization and aligns with the brand’s current vision and values.
- The Pivotal Role of Memory in Shaping Organizational Culture
From life stories to shared learning narratives, memory plays a crucial role in shaping organizational culture, fostering employee belonging, and driving engagement. In times of crisis or transformation, it becomes a powerful tool for restoring trust and building resilience.
- Brand Heritage as a Source of Emotional Connection
Brand heritage has a powerful emotional impact. When archives are brought to life through cultural initiatives, storytelling, and immersive experiences, they enrich internal identity and foster deeper connections with external audiences. Innovative uses of corporate memory not only enhance the customer experience but also reinforce brand positioning in contemporary, meaningful ways, evoking authenticity, sparking emotional resonance, and nurturing a sense of continuity and stability.
What will you do with this training?
After finishing the course, I see corporate heritage in a whole new light. It’s not just about the past—it’s a powerful tool for building stronger brands.
Make History Work: History is only useful if it’s organized and connected to brand goals. That means having the right tools, processes, and fact-checking in place to turn stories into strategy.
Keep It Alive: To keep heritage from collecting dust, assign a team to manage it. They’ll help link past and present, keeping the brand story alive and meaningful.
People Power: Real stories from real people make history relatable. Sharing these stories builds culture and a shared sense of identity.
Go Beyond the Book: A history book or web page is just the start. To truly support the brand, history needs to be part of everyday culture and all brand touchpoints
What’s next?
I’m excited to continue nurturing my passion working with clients on documenting and celebrating rich brand heritage—by collecting life stories that reflect technical expertise, craftsmanship, and cultural depth. I see brand history as a living asset—a powerful yet often underestimated resource in the ever-evolving beauty industry, where new skincare brands emerge daily, surfing on the latest trends.
In contrast, a heritage brand endures. It lives not only in the minds but also in the hearts of people. It’s a brand you trust with what matters most: your skin.
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