L’Oréal ‘Brandstorm’ national award goes to Indonesia’s ‘Absolute Jetset’ concept
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L’Oréal has named ‘Bisnis.com’, a team from the University of Indonesia as the national winner of its’ Brandstorm competition for their ‘Absolute Jetset’ concept for the Lancôme brand.
Brandstorm is L’Oréal’s business competition for students to unleash their creativity and apply ground-breaking ideas to one of the cosmetics giant’s international brands and distribution channels.
This Indonesia team consists of three students in their twenties; Daviantri Apsariputri, Rangga Husnaprawira and Nabila Izza Dhia whose concept is a new service for Lancôme’s travel retail stores that replicates first class treatment on planes.
The goal is to increase the brand’s sales by 60 per cent by developing the travel retail market business unit for travelers at every stage of their journey – from the airport, to duty free stores and aboard the plane.
The group will represent Indonesia at the international level of the competition in Paris in June, where 45 winning teams will compete for the top three prizes.
Searching for new talent in the beauty arena..
L’Oréal’s program has been running over 23 years and was introduced in Indonesia in 2009.
Coached by top executives, competing teams also get to work with global advertising agencies in designing a marketing strategy in the area of travel retail.
According to Restu Widiati, director of human resources, L’Oréal Indonesia; “It is the company’s strategy to identify the best talent to become actively involved in promoting the company and to contribute to the beauty industry in Indonesia. “
In 2011, Widiati says the national winner of the competition in Indonesia went on to win third place in the international competition in Paris, beating teams from more than 40 countries.
The HR director says the competition has been unique this year in that students were not given the task of creating new products, but to promote the travel retail business unit.
“The students were challenged to act as international marketing director for L’Oréal travel retail to design a new experience for one of the iconic beauty brands, namely Lancôme,” he reveals.
Questions & Answers
Q.What is the core idea behind 'Absolute Jetset', the concept that won the national award?
What is the core idea behind 'Absolute Jetset', the concept that won the national award?
The 'Absolute Jetset' concept is a new service for Lancôme’s travel retail stores. It aims to replicate first-class treatment experienced on planes, engaging travellers at various points of their journey including airports, duty-free stores, and aboard the aircraft.
Q.How long has L’Oréal's Brandstorm competition been running in Indonesia and globally?
How long has L’Oréal's Brandstorm competition been running in Indonesia and globally?
The L’Oréal Brandstorm program has been running for over 23 years internationally. It was introduced in Indonesia in 2009, making this year a significant anniversary for its local presence.
Q.What was unique about the challenge given to students in this year's Brandstorm competition?
What was unique about the challenge given to students in this year's Brandstorm competition?
This year, students were challenged to promote the travel retail business unit and design a new experience for an iconic beauty brand like Lancôme, rather than creating new products. They acted as international marketing directors for L'Oréal travel retail.
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