L’Oréal’s Brandstorm challenges students to reinvent the beauty shopping experience

L’Oréal’s Brandstorm challenges students to reinvent the beauty shopping experience

THE WHAT? L’Oréal has announced the launch of the 29th edition of Brandstorm, its innovation competition for students.

THE DETAILS This year competitors are being asked to invent the beauty shopping experience through entertainment.

The 2021 edition of Brandstorm will be immersive and digitally driven, with the French beauty giant’s own digital experts mentoring the students. For the first time, entrants will be able to choose between three subtopics to work on: inventing new products or services; inventing new business models’ or inventing new experiences inspired by the entertainment trend.

“Gaming, live-streaming, Augmented Reality and digital services are going to transform the online shopping experience into something totally new, much more engaging, interactive, fun and paced in between a TV show, a live music festival and a video game,” says Chief Digital Officer, Lubomira Rochet. “For this new edition of Brandstorm, we invite students to crack the challenge of reinventing the online shopping experience through entertainment. I cannot wait to discover the exciting ideas they will come up with.”

THE WHY? With digital growth accelerating, beauty needs to get ahead of the curve. Who better to help them do this than the digital masters, Gen Z? As Jean-Claude Le Grand, Executive Vice President, Human Relations explains, “At L’Oréal, we are convinced that the younger generations hold the keys to the future. At a time of economic uncertainty in the context of the COVID-19 pandemic, L’Oréal is more than ever committed to supporting young people at the start of their professional lives, offering a professional experience that will allow them to develop and grow.”

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