L'Oreal USA

April 16, 2012 11:19 ET

Team Dolce de Tre From New York University Wins L'Oreal Brandstorm 2012 US Finals

L'Oreal Brandstorm Celebrates 20th Anniversary of Turning Ideas Into Products

NEW YORK, NY--(Marketwire - Apr 16, 2012) - L'Oréal, the world's leading cosmetics company, announced that the undergraduate team from New York University won the US National Finals of L'Oréal Brandstorm 2012, at its international marketing case competition held Friday evening, April 13, at the W New York Hotel.

Entering its 20th year as a worldwide competition, and 10th year in the US, the 2012 Brandstorm competition focused on The Body Shop brand. With the challenge to create for a beautiful world, four student teams from around the country had the assignment to create and imagine a new iconic and innovative product or product range for The Body Shop, while respecting and reflecting the brand's values.

This year's panel of judges included Barbara De Laere, Vice President/General Manager of L'Oréal Professionnel; Laure Levesque, Vice President, Brand and Values for The Body Shop; and Laurie Donlon, Group Account Director/Managing Partner of Gotham Inc.

Team Dolce de Tre consisting of Allison Wang, Jocelyn Hu and Wendy Duan, bested teams from Brigham Young University, Howard University, New York University, Northwestern University and University of Michigan to win the US National Trophy. Judging criteria consisted of Analysis of proposal (20%), Innovation of the proposed product(s) (25%), Communication and promotion (25%), Strategic approach and coherence with the brand (15%) and Presentation and team spirit (15%). "Brandstorm is a highly strategic recruitment competition that attracts the best and the brightest junior talents around the world," stated Sumita Banerjee, Vice President of Talent Recruitment, L'Oréal USA. "It is a key pillar of our global business strategy as it builds our reputation as an employer and provides a source of innovative talents every year who can become the future leaders of the #1 Beauty Company in the world." Team Dolce de Tre from New York University will go on to compete at the international finals in Paris on June 13 and 14. First prize for the winning team of the International Finals is a trip to the city of their choice worth 10,000 Euros.

L'Oréal USA launched the 2012 Brandstorm competition on eight college campuses last Fall and received 75 case submissions. After each of the partner schools entered their submissions, 5 student teams were selected to participate in the L'Oréal Brandstorm Campus finals where the best team of each university was selected by the L'Oréal USA talent recruitment department along with L'Oréal marketing executives, to represent their schools in the L'Oréal Brandstorm US National Finals.

About Brandstorm
Created in 1993, Brandstorm is a marketing-focused case competition which challenges undergraduate students from campuses all over the world to develop a new product line for one of L'Oréal's brands as well as a fully integrated marketing plan and launch campaign for the products they develop. It offers students worldwide the exciting opportunity of taking on the role of an International Brand Manager in the world's leading Cosmetics Company.

Key Dates:

  • Now in its 20th year, Brandstorm has attracted over 50,000 students from more than 280 universities from over 40 countries since its launch.

  • The competition provides a unique opportunity for marketing students to unleash their creativity and to apply their ground-breaking ideas to one of L'Oréal's international brands.

  • Worldwide, 150 to 200 participants are recruited each year for internships and/or full time positions.

About L'Oréal USA
L'Oréal USA, headquartered in New York City, with 2011 sales of $5 billion and 9,800 employees, is a wholly-owned subsidiary of L'Oréal SA, the world's leading beauty company. In addition to corporate headquarters in New York, L'Oréal USA has Research and Innovation, Manufacturing and Distribution facilities across six other states including New Jersey, Kentucky, Arkansas, Illinois, Ohio, and Texas. For more information contact Follow us on Facebook at L'Oreal USA - Corporate Facebook Page and Twitter @LOrealUSACorp.

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