Brandstorm is L'Oréal's unique business competition for students to unleash their creativity and apply innovative ideas to one of L'Oréal's international brands and distribution channels.
The 2015 edition of the project saw 42 teams from around the world gather in Paris to compete in the 23rd International Finals of L’Oréal’s business game, having been selected from a pool of 2,507 entrants.
The teams, which are made up of three students from 307 universities around the world, were challenged to put themselves in the shoes of an international marketing director for Travel Retail and imagine a new retail experience for the brand Lancôme to attract new customers.
And in a world where we are constantly connected and on our phones for entertainment, information and sharing content, it seems digital had a big influence this year.
Digital influence
The ultimate winner came from Università Commerciale Luigi Bocconi in Italy which triumphed with its ‘Destination Lancôme’ Travel Retail concept, which focused on engaging consumers long before the travel begins, utilising a digital gaming concept.
The team, called ‘Talaria’, proposed targeting consumers months before their journey via travel websites, capitalising on a digital gaming element where consumers could earn services and products for redemption in a Lancôme Travel Retail lounge.
They left with the coveted prize of a trip to the country of their choice worth €10,000.
The runners up were Team Cayenne from NMIMS Mumbai in India, who also capitalised on the digital revolution, this time targeting mobile devices with an app designed for the Lancôme brand; and taking home a prize worth €5,000 for their efforts.
Their concept included the ‘bon voyage’ mobile application, an interactive Lancôme mirror, a gifting console, travel sample boxes, and a ‘Wall of Happiness’ that shares photos digitally in Lancôme Travel Retail points of sales in airports around the world.
Third place went to Team Go West from Audencia in France for their ‘Voyages is Beautiful’ concept where they created a Parisian-inspired Maison Lancôme; leaving with a prize worth €2,500.
Since 1992 Brandstorm has given to more than 70,000 students worldwide the possibility to work on real life challenges and be coached by top L'Oréal executives.