Three BCom Honours in Marketing Management students, Alexandra Marques, Lisa Brown and Chihoriem Eresia-Eke, recently returned from a whirlwind trip to London where they represented South Africa in the prestigious L'Oréal Brandstorm international finals on 19 and 20 June 2024. Their team, Luxe League, impressed the L’Oréal executives with their project, which focused on bringing racial inclusivity to the hair care industry through the use of innovative technology.
The L'Oréal Brandstorm competition is a global platform for young minds to showcase their entrepreneurial spirit and tackle challenges facing the beauty industry. The annual competition allows participants from around the world to present groundbreaking ideas and solutions for the beauty industry. This year, the challenge was centred around the Professional Products Division (PPD). This division plays a significant role in supporting hairdressers and developing a sustainable hair industry.
With a record number of over 135 000 entries from across the globe, L'Oréal Brandstorm 2024 saw its fiercest competition yet. The competition took place in the heart of London, with 130 participants from 43 countries competing in the final. The atmosphere was electric and filled with creativity – an environment ripe for innovation. Beyond the intense competition, networking opportunities and exposure to cutting-edge technologies were made possible.
From left: Alexandra Marques, Chihoriem Eresia-Eke and Lisa Brown during their presentation to the L'Oréal Brandstorm panel.
The three students reflected on their experience:
"L'Oréal Brandstorm has been an unbelievable journey, and I'm so grateful for everything that I have learned from this experience, as well as the opportunity to represent South Africa internationally. To be able to present our ideas in front of such a distinguished panel and network with participants from all over the world was truly incredible. Beyond the competition itself, the trip offered valuable lessons and opened doors for future endeavours. The chance to explore London and immerse ourselves in its vibrant culture was an unforgettable bonus. We learned so much about the beauty industry from a global perspective, and this will undoubtedly shape our future careers," says Lisa Brown.
“Attending the L'Oréal Brandstorm 2024 finals in London was nothing short of an incredible experience. This event was more than just an experience, but rather a dream come true. Ever since I can remember, I have been passionate about working in the fashion and beauty industry. This opportunity has brought me one step closer to that dream and gave me a glimpse of what could be. Participating and placing within such a prestigious event stands as a remarkable achievement and a testament to the power of perseverance and passion. Immersing myself in the vibrant world of the Professional Products Division (PPD) was an incredible opportunity to connect with brilliant minds from all corners of the globe, sharing innovative ideas and learning from the industry’s best. This is a milestone I will cherish forever, one that will continue to fuel my drive to pursue my dreams and achieve more,” says Alexandra Marques.
Finally, Chihoriem Eresia-Eke says: “Competing at L'Oréal Brandstorm in London was an unforgettable experience. Our project, which focused on increasing racial diversity in the beauty industry, was deeply personal for me. L'Oréal empowered us to advocate for inclusivity, backed by innovative technology. With a final pitch that evoked a strong emotional response from the panel, we felt confident that our message was truly heard. This experience solidified my long-term desire to work in the beauty industry, not just for personal growth, but to break down barriers. Using the marketing skills I honed at the University of Pretoria, I'm determined to leverage insight generation and the power to change narratives to achieve this goal. I’m beyond grateful for this experience that has opened doors to invaluable mentorships with brilliant minds and connections that will propel us forward in our chosen careers. I’m excited for the future that awaits”.
The UP team rose to the occasion, delivering a compelling presentation that sparked the interest of the L'Oréal executives. The feedback they received was overwhelmingly positive, highlighting the significance of their creativity and the depth of their impact. The team's performance at Brandstorm stands as a testament to their passion, vision and dedication to creating a more sustainable, inclusive environment within the beauty industry. A significant step in their journey was taken, laying a strong foundation for continued success.
The Department of Marketing Management is proud to acknowledge the achievements of these talented students. Their participation in the L'Oréal Brandstorm competition speaks to the Department and University's commitment to fostering innovation and nurturing future leaders.
From left: Alexandra Marques, Chihoriem Eresia-Eke and Lisa Brown during their presentation to the L'Oréal Brandstorm panel.
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