Lóréal Brandstorm 2018 

During my three years as a marketing student, I have been involved in different projects where I had put into practice my knowledge. In this post, I am going to talk about my experience as a “brandstormer”.

Lóréal Brandstorm 2018 is an international contest organized each year. It is mainly directed to students from college and master degree from all over the world. Each year, more than 62 countries send teams of three students that will represent them. The grand final takes place in Paris where Lóréal board members chose the winners according to three categories: social responsibility, technology, and branding. During the 2018 edition, the study case was “Creating the future experience for hair salons”.  The following project was the proposal my team presented and gave us the opportunity to represent Mexico in 2018 final.

Lóréal Pro earth was the brand we created, it is inspired by the need of having a conscious salon experience, waste reduction, and green consumption. As part of our proposal, we designed a product display that will help to showcase new products and tools. Also, some advertising material to create awareness among hairstylist consumers.

In the same way, we worked on a mobile app to help hairstylists to organize appointments, create individual profiles for each customer according to their hair color and health status. The app also recommends products regarding client specific needs. The best part of our app is that also works as a daily database that tracks trends, best seller products, and demographics.

In order to help stylists in the coloring process, we designed three high technology tools:

3D Sensor glove: This device identifies the status of your hair and gives you a score based in 6 categories: end tips, volume, weakness, dryness, shine, and frizz. This is possible by phototherapy technology, that uses different types of light to measure your hair health.

Coloring mix machine: Once your hair is diagnosed, all your information goes to the coloring mix machine. This will help the hairstylist to achieve the perfect color blend to get accurate color.

Plastic Planks: During our research, we noticed the amount of aluminum foil hair colorists use during the dying process. We wanted to help reducing waste by providing reusable plastic planks. The tool is thermo intelligent, this means that while the hair is getting warmer because of the coloring process, the plastic changes color. This feature gives a visual aid to the customer.

Last May 2018, we had the opportunity to pitch our idea to several judge panels. The final took place in Palais de Tokyo, Paris. On average, 182 students participated.

We were joined by the Lóréal Mexico recruitment team. As a result of the whole experience, Mexico was top 5 in all of the three categories: technology, social responsibility, and branding.

Undoubtedly, this was a great experience. As a marketer, I was challenged to create a project that involved different disciplines. In the same way, I could got to know people from different countries, learn about them and share my points of view with many students from all over the world.