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From Oestrich-Winkel to Paris - all that was needed was a series of intimate hygiene products for young men

3 July 2017 | By:
L'Oréal Brandstorm 2017

“The Best of Us”: Linda Rinke, Linda Neumann und Christian Segiet (v. l. n. r.), © L’Oréal

EBS students win a fantastic second place in the international L'Oréal Brandstorm Final in Paris

How do you wow a group of young men aged 18 to 25 with hygiene products? Three EBS students had the bright idea: with the catchphrase “Pimp my Sex Life”, they developed a range of intimate hygiene products for men, including an intimate hygiene foam, which can double up as shaving foam, and an intimate aftershave with a stimulating aroma and taste. Thanks to this idea, the team “The Best of Us” marched effortlessly through both national and European finals, landing directly at the international finals of the Marketing Challenge.

Something one’s “crown jewels” can look forward to: “Combining wash and aftershave boosts self-confidence for sex”, says Christian Segiet, together with Linda Neumann and Linda Rinke the person behind this great success story. The 40 best teams out of worldwide more than 25,000 students were invited to the final in Paris. Together with a group from Singapore, the EBS students were runners-up behind the winners from Thailand, achieving the best result for a German team in a long while. “The team showed considerable courage with this daring idea and, in the end, reaped the reward”, enthuses Roland Mattmüller, Professor of Strategic Marketing.

And apart from the group “The Best of Us”, another EBS team “Origin” were awarded third prize at the national final in Düsseldorf. The students had developed an anti-hairgrowth stimulant cream for men, which can be used all over the body to prevent unwanted hairgrowth. What’s more, this idea had over 500 Instagram and Facebook Likes, so also won the People’s Choice Award.

L’Oréal Brandstorm is an annual competition for marketing students - and since 2017 for technology students, too. At the international final in Paris, the teams present their innovative ideas and technologies at a fair. At their exhibition stand, it is their job to convince the jury, made up of brand experts, international managers from L’Oréal, as well as trade journalists and professors of prestigious universities, that their idea is best.

To the Newsroom of EBS Universität