« L’Oréal announces it is launching the 2016 edition of its business and innovation competition Brandstorm, with the aim of inspiring young minds, and this year it is introducing a more digital and social platform.
Since its launch, the competition has attracted over 80,000 participants in its 24 years of existence, and registration is now open for undergraduates to enlist their team of three students for a four to six-month long business journey where they work on real life challenges and are coached by top L’Oréal executives.
The French firm says that Brandstorm 2016 will launch its new ‘Path to Win’ Platform in partnership with Cross Knowledge, as an e-learning platform with gamification and social features that acts as a pedagogical tool in topics such as Brand Management, Innovation and Digital to support and up skill the students at each step of the competition.
The new platform will feature online learning resources available for students and professors at each step of the competition, a community space for participants to exchange & share their experience, and reward the students to engage and retain them throughout the process.
There will also be a ‘My Community’ space introduced to reinforce the interaction among the participants internally and externally, through social media.
The 2016 edition partners with La Roche Posay, the 2nd largest and fastest growing Active Cosmetic Division brand in the Group, giving students the challenge of analysing the health and beauty market, and proposing a digital and connected innovation strategy to recruit the new generation of La Roche-Posay consumers.
Last year’s competition, which was focused on travel retail, saw ideas centred on digital gaming and mobile applications.
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 were 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. »
Article de Andrew McDougall
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