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Summary Report
L’Oreal Brandstorm Competition 2010
The International Final, June 16th & 17th, 2010 ‐ Paris
L’Oreal Brandstorm, a unique international marketing competition, is organized by L’Oreal – the leading cosmetic company. There have been over 43,000 students from 285 universities in 43 different countries participating in this competition. L’Oreal Brandstorm 2010 was the 18th edition of the award. The case of 2010 challenged the students to be creative and imagine what would be the new beauty product range for Diesel Men. The students had to work on the case study, turned ideas into products, worked with the leading advertising agency to develop an advertising campaign.
Philtre D’Amour Team from Assumption University, consisting of Mr. Thanachart Aroonjeangwattana , Mr. Ponaka Engkapawastr and, Ms. Thanyalak Kawsomboon, won the national final, and represented Thailand to compete in the international final in Paris.
On June 16th, from 11.00 a.m. – 3.30 p.m., all participating teams had to have a technical check for their presentation. On June 17th, the Semi‐Final started with a welcome speech by Mr. Francois de Wazieres, Intertional Recruitment Director and Mr. Martin Breban, International Project Manager. From 8.45 a.m. untill 2.30 p.m., each team presented in front of a jury composed of five members during 15 minutes + 5 minutes of questions. In the Semi‐Final, 41 teams competed in four separate rooms (see table below). Each team had 5 minutes for their set‐up. The order of the presentations were defined at random.
Pool Pool Pool Pool Room 1 Room 2 Room 3 Room 4 Austria Baltic Belgium Australia
Argentina Canada Chile Brazil China Finland Israel Colombia
Czech Republic Hong Kong Greece France Denmark Hungary Russia Japan Italy India Singapore Netherlands
Germany Indonesia South Africa Norway Malaysia Spain South Korea Philippines Taiwan Sweden Switzerland Poland USA Mexico Thailand Portugal UK
The International Final started during the evening of June 17th. All participants arrived at L’Oreal Brandstorm International Final Ceremony at 7.30 p.m.. The three winning teams were Portugal, Argentina and Israel.
Portugal: Instituto Universitario de Lisboa
Argentina: Universidad Torcuato Di tella
Israel: Interdisciplinary Center (IDC) Herzliya
The experience the students gained from this compeition is valuable‐‐‐international exposure, ability to think creatively and strategically, ability to work as a team and lastly, friendship.
Student’s feedback: Ponaka Engkapawastr
"L’Oreal Brandstorm was a fantastic competition which encouraged us to exercise our knowledge before graduating. It taught us how to develop the plan systematically by weighing the logical thinking and creative ideas for strengthening the strategic development
of products and advertising campaign. It gave us such unforgettable experiences to crystallize the vision toward our future life which we couldn’t find from any books or any lecture classes. Moreover, this competition motivated us to ‘DARE’ to show off and have self‐esteem which are highly required for our future career. Thanks to L’Oreal to arrange this spectacular competition, thanks to all Ajarns who were involved in this competition; specially Ajarn Bee+ , and thanks to all teammates who put all efforts to drive the team to achieve the goal eventually.”
Reported by A. Arpavadee Visetbhakdi Department of Marketing
Martin de Tours School of Management