9 teams from Lebanon gathered on the 28th of April to compete in the 3rd National Finals of L’Oréal’s Brandstorm business game. In teams of three, coming from AUB, LAU and ESA, students, were challenged to put themselves in the shoes of a Marketing director of L’Oréal’s La Roche-Posay brand and to work on a case study focused on attracting a new range of 15 to 25 year old consumers.
L’Oréal Brandstorm, globally renowned business and innovation competition, has attracted over 80,000 participants in its 24 years of existence. The competition aims at enhancing the creativity of students from around the world, offering them a real-life marketing experience, transforming classroom lessons into concrete realizations, while giving students the opportunity to discover careers within the Group and get talent-spotted.
This year edition, and for the first time, the concept to be developed by students was entirely based on digital expertise. In order to empower the participants throughout their six month business journey, strengthen their professional skills, and support them in developing their project for the competition, a brand new e-learning platform was implemented, “Path to Win”.
In Lebanon, and for the 3rd edition of Brandstorm, 135 undergraduate students from AUB, LAU and ESA, used their knowledge and creativity to develop an innovative digital campaign. 45 teams competed fiercely in order to be crowned national winner, but 9 teams only were short-listed to the National Finals.
On Thursday April 28th, after an intense afternoon of project presentations, the ceremony ended with the announcement of the winning team. Congratulations to Hiba Chéhadé, Nour Al Ayoubi, and Souraya Eid, from the American University of Beirut. Thanks to their hard tireless work and brilliant innovative ideas, all 3 of them will have the chance to fly to Paris in June for the International Finals. This victory will bring them one step closer to discovering a thrilling career, and the chance to win up to 10 000 euros.
“We are very thankful for this incredible adventure which allowed us to showcase our potential. It was a brilliant learning experience to be in the shoes of a L’Oréal Brand Manager. We are thrilled to be part of the International Finals in Paris, and we deeply hope this opportunity will open us the doors of the world’s leading cosmetics company” claimed the winning team.
Indeed, Brandstorm is also a great recruitment initiative dedicated to attracting and spotting the best talents through an assessment-based journey. Every year, L’Oréal recruits between 150 and 200 students via Brandstorm.
“Over the last 3 years, participation in Brandstorm in Lebanon has steadily increased, demonstrating that it is a reputable and anticipated business game for Lebanese students. In the past 2 years, we have recruited 5 Brandstormers for important positions in a variety of metiers like marketing, finance, and IT, many of whom have had thriving careers at L’Oréal.” Said Tony Hayek, Human Resources Director, L’Oréal Levant.
Don’t miss the 2017 edition! Registrations will open next September.
