The L’Oréal Brandstorm 2018 competition broke all records with 34,700 participants

News The L’Oréal Brandstorm 2018 competition broke all records with 34,700 participants

The L'Oréal Brandstorm 2018 International Finals, one of the world's most important student competitions, took place on Thursday, May 17th at the Palais de Tokyo in Paris. After a day of presenting the projects, the Brandstorm Jury rewarded the following teams: the Netherlands for the "Brand" Award, India for the "Tech" Award and Singapore for the "CSR" Award. This 26th edition broke all records with 34,700 students from 63 countries, an increase of 38% compared with last year.

The challenge of 2018 participants? To create the experience of the hair salon of the future. For six months, the students have created a concept, confronted their ideas and worked on the feasibility of their project to be able to present them during the finals like startuppers in front of 70 experts (L’Oréal professionals, teachers, journalists and partners such as General Assembly).

Working on innovation into real conditions for several months, in a test and learn mode is more and more attractive for students.

Carole Pasco-Domergue, the CMO for HR says.


Brandstorm is a real learning process, unlike hackathons that only last a few hours. As such, this year, the Group has provided students with 80 hours of e-learning ressources, digital certifications and personalized coaching from L’Oréal experts and external partners.

Since its launch, L’Oréal Brandstorm has gone from a marketing-focused competition to a unique, innovation-driven experience.The game offers now a multi-disciplinary experience and all teams are encouraged to tackle the challenge from different perspectives: marketing, technology and CSR. To strengthen this diversity, Awards of 10,000€ each are now given in three categories: the “Brand” Prize, the “Tech” Prize and the “CSR” Prize. Beyond a competition, Brandstorm has also become an effective and innovative way to recruit talent at L’Oréal: thus, every year, more than 150 participants are recruited via Brandstorm.

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