Polish Team Wins L’Oréal Brandstorm with Web App

FRANCE: Some 44 student teams from around the world gathered in Paris in June to compete in the 24th International Finals of L’Oréal’s Brandstorm business game. The teams, made up of three students from more than 300 universities around the world, were challenged to put themselves in the shoes of an international brand director of La Roche-Posay and help the brand attract and recruit young new consumers, those 15 to 25 years old.

The “Fantasme” team from Warsaw School of Economics in Poland won first place with its “Digitologist” concept; a web app that provides 3D skin scanning, online dermatological advice, and customized product recommendation. This “dermatologist in the digital sphere” solution addresses the common misconception among young consumers who associate a visit to the dermatologist with being sick. In addition to clearly understanding the brand values as well as the target, the team also provided a strong performance analysis of their business strategy. As a result, the team was awarded with a trip of their choice worth €10,000, according to L’Oréal.

Team “Le Charquican” from Adolfo Ibáñez University in Chile came in second place with an extensive digital strategy including the “#BeInCharge” experience focusing on China, a market that represents a vast business potential and experiences air quality issues. Built around a wristband linked to a mobile application along with an educational campaign, the team’s strategy aimed to improve skin condition of young consumers while solving a major environmental problem. 

Team “Epicphany” from Singapore Management University in Singapore took the third prize with its “#BeSensitive” concept which encourages young consumers to embrace their sensitive side, both emotionally and where their skin is concerned. The strategy included a one-stop portal for skin evaluation, a “Smart Skincare Companion” mobile application, as well as a World Sensitive Day initiative. These teams won prizes worth €5,000 and €2,000, respectively.

The People Choice Award went to the “Le Charquican” team from Adolfo Ibáñez University in Chile. Team “PastaRice” from University of Nottingham Ningbo in China received the Tech Award.

According to L’Oréal, this year’s selection jury included Nicolas Hieronimus, president, selective divisions at L’Oréal; Jérôme Tixier, EVP-human resources, L’Oréal; Lubomira Rochet, chief digital officer, L’Oréal; Brigitte Liberman, worldwide president, active cosmetics division, L’Oréal; Laetitia Toupet, La Roche-Posay international brand director, L’Oréal and Guive Balooch, global VP-R&I tech incubator at L’Oréal.