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

This year, the marketing competition was all about the brand L’Oréal Men Expert. The EBS students developed a range of intimate hygiene products for young men, including an intimate hygiene foam, which can double up as shaving foam, and an intimate aftershave with a stimulating aroma and taste. “Our basic idea was to convince young men in the target group 18 to 25 that hygiene is key, with the motto ‘Pimp my Sex Life’. Combining wash and aftershave boosts self-confidence for sex”, says Christian Segiet. “The team showed considerable courage with this daring idea and, in the end, reaped the reward,” enthuses Roland Mattmüller, Professor of Strategic Marketing at the EBS Universität. We are very pleased about this achievement with its national and international acclaim.”

Prior to the international final in Paris, there have been a national final in Düsseldorf at which nine chosen teams from various universities in Germany and Switzerland had presented their ideas. And apart from the group “The Best of Us”, another EBS team “Origin” were awarded third prize at the national final. 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, thus also winning 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, 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. This year the jury included Jérôme Tixier, Managing Director of Human Resources and Advisor to the President, Nicolas Hieronimus, Managing Director L’Oréal Luxe, Pierre-Emmanuel Angeloglou, Global Brand President L’Oréal Paris, and Barbara Lavernos, Executive Vice-President Operations. The winners of the international final in Paris are awarded 10,000 euros and are given the chance to market their idea. In 2017, more than 8,300 teams participated worldwide.