Brandstorm 2018 pushes the boundaries of beauty + flashback

by - Sunday, May 06, 2018

I've almost forgotten the feeling of "school spirit" up until I walked the grounds of Marco Polo's ballroom a few weeks ago. The hall was full of students and parents that are ready to support their bets for the L'Oreal Brandstorm 2018.


L’Oréal Brandstorm, simply called as Brandstorm, is L’Oréal’s signature business and innovation competition for students. It gives students from diverse backgrounds and degree programs the unique opportunity to put themselves in the shoes of an innovation leader for L’Oréal’s international brands and take on a business challenge on the world stage.

Upon getting the invite, I've immediately recalled the days when I used to be one of the presenters of my class in college for our own "Brandstorm", called the Ad Clash. Similar to L'Oreal's esteemed competition, we were also given the client brief and create an Integrated Marketing Communication (IMC) campaign out of it. Instead of competing with other schools, Ad Clash was all about competing against other sections.

Patricia Villegas - The Lifestyle Wanderer - Loreal - Paris - Brandstorm - Kerastase -1
The annual Ad Clash held last March 21, 2015 at Fisher Mall Activity Center, Quezon City
Back to the L’Oréal Brandstorm, the winner of this competition will get Php 50,000 in cash and the title L’Oréal Brandstorm Philippines' national champion. The winning team will represent the Philippines in the global L’Oréal Brandstorm in Paris.

Did you know that in 2012, the Philippines bagged the Global Championship, besting finalists from over 40 other countries? 😍

Patricia Villegas - The Lifestyle Wanderer - Loreal - Paris - Brandstorm - Kerastase -3.5

Patricia Villegas - The Lifestyle Wanderer - Loreal - Paris - Brandstorm - Kerastase -7.5
Brief before the competition to get everyone on board | (Lower left) Thibault de Saint Victor, L’Oréal Philippines Country Manager
For this year, Brandstorm is proud to announce our partnership with the Professional Products Division, the global salon division of L'Oréal Group. Their partnership with Professional Products Division wishes to showcase the historical stature of the salon business. In this challenge, they want students to develop a more holistic thinking of innovation when it comes to Business to Business to Consumer (B2B2C) models.

Patricia Villegas - The Lifestyle Wanderer - Loreal - Paris - Brandstorm - Kerastase -11.5
Some of the teams who presented at L'Oreal Brandstorm Philippines 2018
Just to give you an idea, L'Oréal Brandstorm Philippines was given global recognition increasing its student participation by 371% with 1,527 registered student players from 22 universities, making it the third largest worldwide in 2017 and the largest in the whole of Southeast Asia to date! 😱

WINNERS OF L'OREAL BRANDSTORM PHILIPPINES 2018


L’Oréal Brandstorm 2018 2nd Runner-up, Team Tala from De La Salle University-Manila, proposed a fully digitized and interactive salon journey that can be experienced from the palm of your hands.

They also scored the People’s Choice Award from De La Salle University by getting the highest number of votes from Facebook fans. Also, they took home the Integrated Marketing Communications Award by crafting a plan that was creative, unique but still follows the brand's DNA.

Patricia Villegas - The Lifestyle Wanderer - Loreal - Paris - Brandstorm - Kerastase -13
From left to right: Tina Ampil, L’Oréal Philippines General Manager for Human Resources; Team Tala: Dominique Jalandoni, Ellysha Felizarta, and Roberto Cabrera; and Thibault de Saint Victor, L’Oréal Philippines Country Manager
Team Bellus from the University of the Philippines Visayas got the 1st Runner-up title after they pitched a modern hair salon innovation that utilizes facial recognition and hair detection systems supported by digital activation.

They also bagged the Team Spirit Award for showing the greatest energy, teamwork, and enthusiasm in their presentation.

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From left to right: Tina Ampil, L’Oréal Philippines General Manager for Human Resources; Professor Tessa Albana of University of the Philippines Visayas; Team Bellus: Rizza Abaygar, Abigail Vivien and Mary Kei; and Thibault de Saint Victor, L’Oréal Philippines Country Manager
Team C^3 from the University of the Philippines-Diliman goes to Paris to represent the Philippines in the Worldwide Finals after being hailed as L'Oreal Brandstorm Philippines' National Champion for 2018. Their winning idea called “Reign” centered around an innovation that allows a more personalized in-salon and aftercare experience.

Apart from being part of the National Champions, C^3 bags the Tech Innovation Award by having the most innovative idea with the use of connected technology and one of their presenters, Coleen Chua, also wins the Best Speaker Award.

Patricia Villegas - The Lifestyle Wanderer - Loreal - Paris - Brandstorm - Kerastase -15
From left to right: Tina Ampil, L’Oréal Philippines General Manager for Human Resources; Team C^3: Coleen Chua, Caitlin Yu, and Clarice Tee; and Thibault de Saint Victor, L’Oréal Philippines Country Manager
I can't wait for the brief for next year's L'Oreal Brandstorm and see what will the next batch of teams will come up with in terms of campaign and innovation! 👏 

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