TRBusiness attended the finals of a major student business competition in the centre of Paris tonight, invited by host and competition organiser, L’Oréal. Brandstorm 2015 challenged teams, one per country, to imagine an ‘unforgettable retail experience’ for Parisian brand Lancôme in travel retail during a live, quick fire presentation finale. 

13,000 students from all over the world entered the competition six months ago and just 200 were invited to Paris this evening, along with L’Oréal and travel retail VIPs and international journalists.

 

The three remaining teams were challenged to put themselves in the shoes of an international Marketing Director for travel retail and imagine a new retail experience for the Lancôme brand which would attract new customers.

 

The teams were instructed to consider the global shopper perspective; analyse the market, the channel and the brand, and identify opportunities for Lancôme in TR. The teams were also asked to imagine a new ‘unforgettable’ retail experience.

 

Managing Director L’Oréal Travel Retail, Vincent Boinay (pictured, far right) was one of six judges who deliberated over the three teams’ presentations tonight before finally declaring a winner.

 

His fellow judges included: Jean-Claude Le Grand, Senior VP Talent Development and Chief Diversity Officer at L’Oréal; Clémence Martin-Johner International Communications Director Travel Retail L’Oréal; Françoise Lehmann, Deputy General Manager Global Communications Lancôme International at L’Oréal, Nicolas Hieronimus, President Selective Divisions and finally Ambroise Fondeur, Aelia CEO.

 

Although all three presentations were impressive, Italy wowed the audience with its compelling commercial vision for Lancôme in TR, taking the top spot and the €10,000 ($11,368) prize. A team of three students from India came in second place and France took a very respectable third.

 

All teams displayed advanced presentation skills armed with in-depth research of their subject. “These presentations really were amazing,” Boinay told TRBusiness earlier this evening. “Not only did they have a grasp of the travel retail industry, but also the global consumer.” Boinay also praised the teams’ analytical skills.

 

The three teams all pointed to a future heavily influenced by smartphone devices and digital ‘beacon technology’, which allows retailers or brands to ‘push’ notifications to loyal customers as well as new recruits whilst at the airport, but also before and after their journeys. This was conveyed most expertly by the team from Italy, which looked at targeting consumers before their flights, during the planning and booking phases of travel.

 

Since 1992 Brandstorm has given more than 70,000 students worldwide the opportunity to work on ‘real life challenges’ and be coached by top L’Oréal executives. The event isn’t only about winning, but coming into contact with these top executives and, in some cases, securing dream jobs with the beauty giant.

During the event it was announced that the brand in the spotlight for next year’s Brandstorm with be sensitive skincare brand La Roche-Posay.