L’Oréal Brandstorm Challenge: EDHEC Team Triumphs to First Place

Meet Akshit Pareek, Abhishek Patil, and Renato Escobar, three talented students from EDHEC. Renato pursued the MSc in Marketing Management, while Akshit and Abhishek pursued the Master in Management, Business Management track, opting for the MSc in Marketing Management in their final year. They recently achieved first place of the L’Oréal Brandstorm Challenge. This annual competition draws participants from around the globe to showcase their innovative solutions in the beauty industry. The team shares their journey, the challenges they faced, and the key takeaways from their groundbreaking project. 
 

 
What motivated you to participate in the L'Oréal Brandstorm Challenge, and what was the process like? 

The L’Oréal Brandstorm Challenge is an annual event for students worldwide under 30. The challenge was part of our MSc in Marketing Management programme, specifically the product innovation course. L'Oréal partnered with EDHEC, and students formed teams of three to work on a project. This year’s theme focused on the professional products division. After initial submissions, including a video and a report, ten EDHEC teams were selected to pitch in front of L'Oréal managers. We were one of those teams and ultimately won the French finals and the international finale in London. 
 
 

How did you prepare for the challenge, and what strategy did you choose? 

We started by brainstorming ideas together, knowing it had to be tech-related based on previous challenges. Understanding the problem statement was crucial, so we conducted extensive research and visited hairdressers to understand their real-life challenges. We came up with a forward-thinking concept for a wearable device designed to support the well-being of hair professionals. We practiced our pitch extensively and sought feedback from friends, colleagues, professors, and L'Oréal coaches, which refined our presentation and boosted our confidence. 
 

 
What were the biggest challenges you faced during the project, and how did you handle them? 

The initial challenge was understanding the life and work of hair professionals since we had no prior knowledge of this field. We conducted thorough research to overcome this. Another significant challenge was figuring out the technology behind our device and understanding if it could be manufactured and scaled. We researched existing technologies, learned about sensors and components, and created our own device. Although we didn't contact companies, our engineering background helped us piece together the necessary components. 

 
How did it feel to represent EDHEC and France on an international stage? 

It was a great honour and a responsibility we took seriously. Knowing that we were carrying the hopes of our school and the country added some pressure, but it was a good kind of pressure that motivated us to do our best. 
 

 
What was a memorable moment or highlight of your experience, other than winning the competition? 

A memorable moment was receiving positive feedback from our coach before pitching in London. He's used to hearing pitches from startups daily, and his good reviews made us feel proud of our project. Additionally, meeting people from different backgrounds and understanding their perspectives was very rewarding. Networking with L'Oréal employees, the talent acquisition team, and other teams was a unique experience. 

 
What are the most significant takeaways from this experience? 

There are several takeaways: using technology to innovate in the beauty industry, applying marketing research techniques we learned at EDHEC, developing our pitching and presentation skills, and learning to work effectively as a team. Overcoming stage fear and presenting confidently in front of an audience were also key takeaways. 
 

 
What advice would you give to future participants of the Brandstorm Challenge? 

It’s a once-in-a-lifetime opportunity. You’ll learn a lot about the market, teamwork, and yourself. The experience will build your character and confidence, preparing you for future professional challenges. Additionally, it's a fantastic networking opportunity and a great start to your career. The skills you develop, like pitching and defending your ideas, are invaluable. Make sure your project has a meaningful purpose. Creating something that benefits the community or the environment will resonate more with the judges and make your work more impactful.