PARIS — Team Italy scooped up first prize in the L’Oréal Brandstorm 2015 competition, which held its final round here Thursday night.
The trio of students placed before the India and France teams, which came in second and third, respectively.
The annual Brandstorm challenge is the French beauty giant’s signature marketing competition for college juniors and seniors. This year, L’Oréal tasked students to create an innovative marketing strategy for Lancôme in travel-retail distribution.
Team Italy came up with a strong omnichannel approach, which involved — among other elements — a focus on travelers from Brazil, Indonesia, Russia and China; a fidelity system symbolized by Lancôme’s iconic rose, and a wide-ranging digital component.
The three finalist teams presented their ideas before a jury that included Nicolas Hieronimus, president of L’Oréal’s selective divisions; Vincent Boinay, managing director of L’Oréal travel retail; Françoise Lehmann, general manager of Lancôme International; Jean-Claude Le Grand, senior vice president of talent development and chief diversity officer at L’Oréal; Ambroise Fondeur, chief executive officer of Aelia, and Clémence Martin-Johner, L’Oréal’s international communications director of travel retail.
The top prizes granted were 10,000 euros, or $11,355 at current exchange; 5,000 euros, or $5,677, and 2,500 euros, or $2,839, respectively.
You May Also Like
A special mention went to Team Finland for its digital strategy.
More than 30,000 students from more than 46 countries took part in the business contest this year, with teams from Peru, Argentina and Panama involved for the first time.
Each team in Brandstorm must be made up of three students and goes through a multistep competition process on campus, national and international levels. Executives from the beauty company serve as coaches and judges for the event.
Since Brandstorm’s inception in 1992, numerous laureates have gone on to work at L’Oréal, and a variety of brands have been spotlighted. Next up, for 2016, is La Roche-Posay.