L’Oréal launches 29th edition of Brandstorm student competition

This year, students will be asked to ‘Invent the Beauty Shopping Experience through Entertainment’

L’Oréal has invited students to ‘Invent the Beauty Shopping Experience through Entertainment’ as the theme of its 2021 Brandstorm competition.

The 29th edition of Brandstorm will ask entrants to explore the world of retail and e-commerce while being mentored by L’Oréal’s digital experts.

“At L’Oréal, we are convinced that the younger generations hold the keys to the future,” said Jean-Claude Le Grand, Executive Vice-President Human Relations at L’Oréal.

“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.”

The 2020 edition of Brandstorm – which in recent years has morphed from a marketing competition into a disruptive tech challenge – drew 47,800 registered participants from 65 countries.

“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,” said Lubomira Rochet, Chief Digital Officer at L’Oréal.

“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.”

For the first time, students entering Brandstorm have a choice between three subtopics: to invent new products or services; to invent new business models; and to invent new experiences inspired by the entertainment trend.

Finalists will have the opportunity to pitch their projects to a jury composed of L’Oréal Executive Committee members.

The winning team will receive the L’Oréal Intrapreneurship Award and will have the opportunity to develop their project during an immersive mission in Paris at the L’Oréal headquarters and at Station F, the world’s largest start-up campus.

Would-be participants can enter via L’Oréal’s dedicated Brandstorm 2021 webpage.