L’Oréal Marketing Award Gets A New Name Careers

Paris, December 7, 2004-L’Oréal kicks off the 2005 edition of its renowned marketing competition with a new name and the biggest game ever with hundreds of participants from over 30 countries including Mexico, China, Japan, Australia and Russia.

This year the competition’s brand managers decided that L’Oréal Marketing Award needed a makeover for its 13thedition. The goal was to launch a truly inspirational communications campaign that could best reflect the international and creative identity of L’Oréal. Brand managers asked several design agencies to prepare eight proposals for the new identity of the marketing award. The final decision was made by international university student Focus Groups who chose “L’Oréal Brandstorm” because it inspires students to express themselves creatively by turning their original ideas into reality.

L’Oréal Brandstorm is a dynamic marketing competition which allows students throughout the world to put themselves in the place of a L’Oréal brand manager by giving them a chance to innovate one of L’Oréal’s existing international brands.
Undergraduates in their last year of studies or MA candidates from the world’s leading universities work with an advertising agency to create an innovative marketing campaign. They then present the fruit of their reflection in the national finals between December 2004 and May 2005. Over 90 national winners will travel to Paris in late June to compete for the world title, new job opportunities, and a tour of the globe.
This year’s brand case study is L’Oréal Studio Line styling products for the mass market. Students are challenged to respond to the needs of the diverse group of Studio Line consumers: men and women, teenagers, thirty-somethings and the aging baby-boomers. Creativity, analysis and understanding of the brand’s values will be at the crux of their grade but a funky hair style won’t hurt.

L’Oréal Brandstorm provides the L’Oréal group with a unique opportunity to recruit international talents. Since its founding in 1991, the competition has attracted 14,300 students, allowing L’Oréal marketing managers and human resources recruiters to identify talented potential employees by seeing them in action.
“At L’Oréal we have a true passion for our business and L’Oréal Brandstorm is an opportunity for us to transmit that passion and inspire a new group of marketing students to choose the L’Oréal school of marketing. It’s a valuable experience for both sides: we are inspired by their fresh insights into our business, and they can use their own creativity to great effect and get a preview of what it’s like to be brand managers of an international company” said Geoff Skingsley, Deputy Director of Human Resources at L’Oréal.

Last year’s winning team from Canada’s York University’s Schulich School of Business enchanted the jury with its new line of night-time skin care products called “Biotherm Homme Rejuvenate.”

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