LORAL BRANDSTORM 2016

THE ULTIMATE BUSINESS COMPETITION SINCE 1992

Dear Professors,
For this new edition of LOral Brandstorm 2016 which celebrates its 24 year-anniversary,
we stay committed at LOral to offer to students and professors the most hands-on and
strategic business competition out there.
Last year, with a case study involving the exciting channel Travel Retail and the brand
Lancme, we hit a record registration number, in excess of 13,000 entries, coming from 46
countries with more than 307 campuses on board. The energetic and thrilling International
Finals attested the great opportunity to take Brandstorm into different directions.
This year we plan on reaching new heights with a strong partnership and a key evolution to
support you and students in the development of the projects.
The 2016 edition has the honor of partnering with the La Roche Posay brand, which is part
of the Active Cosmetic Division. The students will have the challenge of analyzing the health
and beauty market and proposing a digital and connected innovation strategy to recruit the
new generation of La Roche-Posay consumers.
With a case study that will foster entrepreneurship and innovation, we strive to raise the
standards of marketing intelligence and make the students turn theory into practice.
Furthermore, based on a key insight coming from you, Brandstorm takes a new step to
support the students and you throughout the case development with the launch of the Path
to win platform.
An e-learning platform with gamification and socialization features that provides useful
content on topics such as Project Management, Brand Management, Innovation and
Digital to help the students at each step of the competition.
And you are also part of it: the platform will be accessible to both you and the students!

How to access the Path to Win Platform?

www.brandstorm.loreal.com
The Brandstorm Manager on each country will provide your login and password.
We would like to take this opportunity to thank you for your passion, energy and
commitment to integrating LOral Brandstorm into your courses. Through Brandstorm you
are also giving the students the opportunity to be challenged in a global competition.
You are one of the key LOral Brandstorm partners and a vital catalyst for your students.

YOUR INTERNATIONAL LORAL BRANDSTORM TEAM

LOREAL BRANDSTORM HISTORY

PAST CASE STUDIES AND WINNERS
1993 1996: First phase of the game (France only)
1993
Krastase the market for hair care products
1994
Formule Homme, L'Oral Paris
1995
Capital Soleil by Vichy and Ambre Solaire by Garnier - sun protection
products
1996
Cacharel pour Homme
1997

The Marketing Award becomes an international contest

1997

Ambre Solaire by Garnier

N participating countries: 7
Winner: Universiteit Nyenrode, The Netherlands

1998

Studio Line by L'Oral Paris

N participating countries: 8
Winner: Universitt St. Gallen, Switzerland

1999

Basic Homme by Vichy and Biotherm Homme

N participating countries: 8
Winner: Oxford University, United Kingdom

2000

Lancme Create a new fragrance for men

N participating countries: 6
Winner: Universiteit Nyenrode, The Netherlands

2001

LOral Paris Plnitude Extensions of the brand

N participating countries: 8

1 Asian country: Taiwan

Winner: Universit Comerciale Luigi Bocconi, Italy
2002

LOral Professionnel Targeting young people

N participating countries: 12
3 Asian countries: Taiwan, Singapore, South Korea
N participating schools: 65
Winner: Universit di Pisa, Italy

2003

Garnier - Developing another major haircare brand for Garnier

N participating countries: 18
3 Asian countries: Taiwan, Singapore, South Korea
N participating schools: 73
Winner: Nanyang Technological University, Singapore

2004

Biotherm Homme - Developing a strategy to bring Biotherm Homme to

international markets
N participating countries: 26
7 Asian countries: Taiwan, Singapore, South Korea, China, Japan, Malaysia,
Thailand
N participating schools: 130
Winner: York University, Canada

2005

StudioLine/LOral Paris - Developing an international marketing strategy for

the StudioLine
N participating countries: 31
8 Asian countries: Taiwan, Singapore, South Korea, China, Japan, Malaysia,
Thailand, Hong Kong
N participating schools: 176
Winner: Universitt St. Gallen, Switzerland

2006

Lancme Developing an international marketing strategy for Lancme

Bodycare
N participating countries: 31
New country: India
N participating schools: 176
Winners: Sciences-Po, France and Korea University, South Korea

2007 Redken Developing an international marketing strategy for Redken for Men
N participating countries: 34
New countries: Austria, Czech Republic, Denmark
N participating schools: 200
Winner: National University of Singapore, Singapore

2008 Vichy Developing an international marketing strategy for Vichy Capital Soleil
N participating countries: 39
New countries: Finland, Sweden, Norway, Colombia
N participating schools: 260
Winner: Brigham Young University, US
2009 Maybelline New York Imagine the first fragrance for Maybelline New York
N participating countries: 38
New countries: Indonesia, The Philippines
N participating schools: 200
Winner: Symbiosis Centre of Management & HRD, India

2010 Diesel Imagine what would be the new Diesel beauty product range for men,
if it were not fragrance.
N participating countries: 41
New countries: Latvia, Estonia, Lithuania
Winner: Instituto Universitario de Lisboa, Portugal
2011 LOral Professionnel Be creative and attract men to salons: imagine a
new service experience and its associated range
N participating countries: 42
New countries: Ukraine, Turkey
Winner: Nanyang Technological University, Singapore

WILDCARD CYCLE
LAUNCH

2012 The Body Shop

Be creative and imagine the new iconic and innovative product or product
range of The Body Shop, respecting the brands Values
N participating countries: 44
Winner: University of Chile, Chile
University of the Philippines, The Philippines
2013 LOral Paris
Not one but 2 challenges:
- What product or product range from existing global Haircare & Styling
category would you launch in the zone and how would you do it?
- Develop a new innovative Haircare & Styling product or product range to
attract more consumers in this zone with an integrated marketing strategy.

10.000 students joined the Challenge in total (included 2.000 for

Wildcard)
Winner: S.P. Jain Institute of Management and Research, India
2014 Kiehls

Not one but 2 challenges:

Analyse the market and the brand and come up with innovative instore and online activities that you think would attract the male
target.
Imagine a new product range in the Kiehls mens collection and
develop and implement an international multi-channel strategy to
expend Kiehls share in the selective mens market.

WILDCARD AND
PARTNER CAMPUS
FOR THE NATIONAL
FINALS

PATH TO WIN
PLATFORM LAUNCH

INTEGRATION OF

New countries: Pakistan, Romania, Vietnam, Middle East (Dubai, Lebanon)

Winner: Taylors University, Malaysia

2015 Travel Retail

Considering the global shopper perspective, analyze the market, the

channel and the brand, and define what are the opportunities for the
Lancme brand in the Travel Retail channel.
- Imagine a new and unforgettable retail experience for Lancmes
Travel Retail shops to attract new consumers and turn them into
loyal customers.
- New countries: Argentina, Peru, Panama
Winner: Universit Bocconi, Italy
2016 La Roche Posay
- Analyse the market and the brand and define the opportunities to
attract and recruit new young consumers to the brand (15 to 25
years old).
- Now that you have completed a full analysis of the market, players
and opportunities take action on the brand: Come up with a
connected and digital innovation strategy on how to recruit the new
generation of LRP consumers.