4.07.2005 ET

(CSRwire) New York, NY - Seven teams from premier colleges and universities across the country are competing for the chance to represent the U.S. in the international final of L'Oréal Brandstorm, the worldwide marketing competition of global cosmetic giant, L'Oréal. Now in its 13th year, L'Oréal Brandstorm challenges thousands of students from more than 30 countries to create a marketing campaign that is unique, compelling and dynamic.

The seven teams are from: Babson College in Massachusetts, New York University (two teams), Columbia University, New York; New York's Fashion Institute of Technology, the University of Michigan and the University of Pennsylvania.

To qualify for the national final, teams had to first answer a pre-case question that provided basic insight of their marketing skills and analytical abilities. They had to gather market information and use it to make the best possible recommendation to help the brand gain market leadership.

L'Oréal Brandstorm Competition

Recently renamed L'Oréal Brandstorm, the competition offers undergraduates in their last two years of study the unique opportunity to assume the role of a "brand manager," for one of L'Oréal's signature brands. L'Oréal Brandstorm gives these young brand managers the chance to develop a fully integrated marketing plan and launch campaign for the products they develop in the nominated line. The students must analyze current market conditions -- from styling trends to spending habits -- in order to identify niche opportunities for their products. In order to fully realize their products' potential, the teams must unlock their creativity and innovate.

For this year's L'Oréal Brandstorm competition, the case study revolves around Studio Line, L'Oréal Paris' line of styling products. The challenge for students is to invigorate the legendary mass-market line while still allowing for the diverse needs of Studio Line consumers. On May 13th, the day of the national final, the teams will each present their product line concept, strategies and marketing plans to a national jury comprised of senior L'Oréal brand marketing professionals.

In preparation for the national final, the U.S. teams met in New York City at L'Oréal USA headquarters for a "Day of Discovery" - an introduction to the brand. Senior members of L'Oréal Paris' marketing team and key members from one of the company's advertising agencies took the L'Oréal Brandstorm national finalists through an exercise that covered Studio's history and the elements of creating a winning campaign, including the writing of a creative brief.

"Bigger, bolder, and more audacious is the description of this year's L'Oréal Brandstorm," says Celica Thellier, Vice President of Corporate Strategic Recruitment, L'Oréal USA. "The Studio Line case study requires that teams walk the edge, know the market and deliver a strong campaign. They must keep Studio, which is already a leader in the category, ahead of its competitors. At the same time, they must re-invigorate sales in a category that has become highly competitive."

International Finals

The winning U.S. team will join other international winners in Paris on June 20th for an opportunity to showcase their plans, story boards, marketing pitch and product ideas to an executive jury led by L'Oréal's global Chairman and CEO, Lindsay Owen- Jones. Teams will have a rare opportunity to meet executives from L'Oréal's national and international recruitment divisions. First prize winners of the international competition will receive the opportunity of a life-time - an all expenses paid trip to one of 14 international capitals identified as centers of culture, fashion and style.

For more information visit: www.brandstorm.loreal.com

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