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L’Oréal Brandstorm 2018: EBS team wins second place and is awarded with the People’s Choice Award!

2018-04-17 | By: Alexandra K. Fiedler, Research Assistant
Brandstorm 2018 Düsseldorf

Since many years, the master students of EBS University are participating in the strategic marketing business game L’Oréal Brandstorm. In the 2018 challenge, the students were asked to develop the professional salon experience of the future. In this year’s challenge, they were asked to develop a disruptive and innovative concept that attracts millennials at the age of 25 to 35 to the profession salon. In order to market their concept the students had the opportunity to use existing products from the L’Oréal Professional range.

In January, Prof. Mattmüller and his team started the challenge at EBS. Within a few weeks after the Kick-Off, the students were able to present their ideas. The students developed the concept by taking all necessary information into consideration. The different markets, brands, target group characteristics as well as trends and innovations were analyzed and categorized. By doing this, the students were able to gain valuable insights into the challenge and its topic and thus came up with interesting as well as innovative concepts which they presented in the campus final at EBS. As in the previous years, L´Oréal employees visited the EBS in Oestrich-Winkel to assess what the students have been working on. In this year, Ruben Latz (Talent Acquisition Manager) and Marvin Homburg (Business Analyst) visited EBS and listened to eleven interesting presentations. Similar to the previous years, two teams were selected to represent EBS at the nation final in Düsseldorf. This year’s teams were the Sweeney Toddies (Barbara Brioni, Laurie-Anne Devulder and Rui Carvalho-Rodrigues) and the EBScelerators (Fabian Gartner, Viktoria Hensler and Bolko von Hochberg).

On the 12th of April, the German Final took place in the new L´Oréal headquarter in Düsseldorf. In the morning, all seven finalists from different universities presented their concepts in front of a jury consisting out of experts from L´Oréal. After the first round of presentations, three teams were selected to compete once again in the evening with one of them being the Sweeney Toddies from EBS. The EBS team was not only ranked 2nd place in the competition, but also won the People’s Choice Award. Prof. Mattmüller and his team are very proud of this year’s achievements and wish both teams all the best for their future!

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Contact
Alexandra Fiedler

Research Assistant

Doctoral Candidate

+49 611 7102 1479
+49 611 7102 10 1479
alexandra.fiedler@ebs.edu
Rheingaustraße 1
65375 Oestrich-Winkel