ITB Career Center, SBM ITB Student Affairs and L’Oréal Indonesia conducted an online workshop to assist undergraduate ITB students who participated in L’Oréal Brandstorm 2021, Saturday (20/2/2021). L’Oréal Brandstorm is a competition of innovation for undergraduate students around the world to “Invent the Beauty Shopping Experience through Entertainment”. 

This year’s is the 29th Edition of Brandstorm that emphasized on the L’Oréal philosophy of innovation, entrepreneurship, and excellence to make beauty universal, whereby defining the future of marketing. The students in teams are invited to create new ways to buy and experience Beauty shopping in a more playful and entertaining manner. It could involve using social platforms, live-streaming, social commerce, on-demand contents, digital services, data, or anything new.

Prof. Dr. Aurik Gustomo ST. MT, Vice Dean for Academic of SBM ITB, said that L’Oréal Brandstorm 2021 is a great vehicle for the students to compete and collaborate in order to create innovations based on the actual practices. Meanwhile, Talent Acquisition Manager of L’Oréal Indri L. Sudarmadji, felt excited because in this year numerous ITB students participated in L’Oréal Brandstorm 2021, especially SBM ITB Students. She explained about the L’Oréal Indonesia and its products which are the references for students to generate their business ideas. 

This online workshop also provided a coaching session in two breakout rooms which was led by Frances B. Affandy, a senior lecturer of SBM ITB and an experienced coach in L’Oréal Brandstorm, and Hendy Reinaldo, a former lecturer of SBM ITB and an experienced coach in L’Oréal Brandstorm. In the breakout rooms, all students were actively participated in the coaching session by asking and confirming their business ideas.

The project, made by the students, must be scalable, to a brand, a L’Oréal division, a distribution channel, or to the whole group. Each team, consisting of three students, may select and pitch one of the categories of competition.

There were newly-invented products or services, newly-invented business models, and newly-invented experiences inspired by the entertainment trend. In the hackathon stage, the selected teams would get an opportunity to present their solutions to a panel and qualify for the national finals. 

The shortlisted teams from Hackathon will compete for the National grand finale. Teams will be presenting their solutions to prominent leaders of L’Oréal. A national winning team will be selected. The National winners will be invited to join the Worldwide Finals at the end of June 2021.

Written by Dany Athory