L’Oréal Brandstorm 2017: EBS teams win first and third place as well as people’s choice award and move on to the International Final in Paris!
The students of the Master of Science Programme at EBS have been participating very successfully in the L’Oréal Brandstorm Challenge for many years now. Each year, one of the various L’Oréal brands is chosen to come up with an interesting and challenging case for the students participating from all over the world. This year, the brand L’Oréal Men Expert developed a case study that asked to think of a life-changing innovation, which disrupts men’s grooming and to create a complete consumer experience that will enable L’Oréal Men Expert to recruit 18 to 25 year old millennials with a new product and breakthrough service. Overall, 25 000 students from all over the world participated in the game this year, which means there were more than 8300 other teams in the race.
At the beginning of February, the students were introduced to the challenge by Prof. Mattmüller. In only a few weeks, the students worked on a pre-case study, whereby they analyzed the brand and the market that L’Oréal Men Expert is operating in. Additionally, the students developed a deeper understanding for the customers and the needs they are currently having. Thereafter, the students presented their final digital communication strategy and disruptive innovation in front of Prof. Mattmüller and his team. Based on these presentations, seven teams were able to present their new strategy for L’Oréal Men Expert to three L’Oréal representatives as well as the Chair of Strategic Marketing, and the other participating students. Anna Röser (Talent Acquisition Manager), Felipe Delgado (Product Manager L’Orèal Men Expert), and Jakob Jäger (HR Intern) joined the Chair to crown the EBS winners. This year, two groups made it to the National Final Düsseldorf: Origin (with the team members Pascal Engelmann, Claus Höning, and Raveesha Mahajan) and The Best of Us (consisting of Linda Neumann, Linda Rinke, and Christian Segiet).
On the 27th of May 2017, the German Final took place at L’Oréal’s headquarter in Düsseldorf. Starting with a first round of presentations by all nine teams from various prestigious German and also one Swiss university, the jury selected the best three teams. Amongst these were Origin and The Best of Us from EBS, who had the opportunity to present at the evening location, the Kerkhoff Lounge in Düsseldorf. After three great presentations, the rankings were announced. The Best of Us ranked first and Origin third! Moreover, Origin won the People’s Choice Award, which was based on Instagram and Facebook likes. We could not be any prouder of our two great teams and their outstanding performance in the German Final!
By winning the German Final, the EBS team The Best of Us qualified for the Regional Final on the 3rd of May 2017. On that day, Anna Röser and Jakob Jäger joined the team again on our EBS campus in Oestrich-Winkel to support the team, together with the Chair of Strategic Marketing, during a tough online Q&A session with global representatives of the brand L’Oréal Men Expert, as well as other high-ranked L’Oréal employees from the Headquarter in Paris. Even though the team actually came up with a rather daring idea of going into the field of intimate men care, they still managed to handle all the difficult questions very well and qualified again to move onto the next round, which is the International Final in Paris! Here, the team is going to represent Germany and the EBS University in the highly competitive landscape of 40 other teams from various countries. We wish them all the best for this final step of the competition!