Asian Teams Secure Four of Six Finalist Spots in L’Oréal Brandstorm

Asian teams took four of the six global finalist spots at the 34th L’Oréal Brandstorm competition at Vivatech, following pitches drawn from 400,000 proposals across 64 countries.

The competition centered on luxury fragrance innovation, drawing record participation from Gen Z applicants across Asia who pitched formats ranging from artificial intelligence formulations to wearable scent patches.

New Formats and Layering Concepts

Contestants focused on shifting perfume away from standard alcohol spray bottles. Finalist entries incorporated primary packaging designed for fragrance layering, skin patch applicators, and AI tools built to reconstruct scent memories.

Although the United States team won the overall competition with a melting patch concept called Capturé, Asian teams dominated the final stage. The trend reflects a broader consumer shift across Asian markets, where younger buyers are adopting fragrance wardrobes and personalized scent layering practices traditionally concentrated in the Middle East.

Green Extraction and Sensory Tech

L’Oréal used the Paris show to highlight Osmobloom, an air-capture extraction technology developed through a nine-year partnership with Cosmo International Fragrances. The solvent-free process extracts volatile scent molecules from flowers without heat or water, preserving delicate plant structures.

The group also revealed 12 custom scents developed for the Dataland museum in Los Angeles, pairing algorithmic art with sensor-equipped diffusion necklaces that release fragrances based on visitor movement.

For retailers and beauty operators across Asia-Pacific, the competition results point to where product pipelines are heading: portable application formats, waterless extraction, and customizable scent wardrobes built for first-time luxury fragrance buyers.