We've all had an aha moment at one point or another, thinking we just invented the next big thing after that second glass of wine or an animated conversation among friends. Nine times out of ten, we never actually get the opportunity to bring those potentially disrupting ideas to life—until now.
Brandstorm is L’Oréal Group's signature global innovation competition dedicated to helping youth kickstart their careers. For the 32nd installment of this annual competition, Brandstorm invited participants to "Reinvent the Future of Professional Beauty Through Tech" by creating a new salon service, product, experience, or solution empowered by cutting-edge technologies. This year’s U.S. winning team was the “Smart Part” from Columbia College Chicago. Angie Belloso (B.S Graphic Design), Brianna Jennes (BA Graphic Design), and Breyona Smith (BA Fashion Merchandising) blew the judges away with their trailblazing braiding solution.
The Smart Part is an all-in-one tool with interchangeable teeth designed to save stylists up to 50% of their time when parting hair for braided styles. The Smart Part pairs with an app to scan a client's head, and then augmented reality creates parting grids for easy braiding every time.
Next, the finalists will begin their mentorship with one of the executive judges, Milan Mladjenovic, until the international finals. On June 19-21, the Smart Part team will compete on an all-expense paid trip to L’Oréal’s London HQ against projects from 120+ countries. Stay tuned to see how the U.S. team performs overseas!
What Is L’Oréal Brandstorm?
“Brandstorm 2024 is a testament to our commitment to shaping the future of professional beauty,” says Leslie Marino, President of Professional Products Division, US. “Through augmented technologies, we aim to revolutionize how beauty professionals engage with consumers, guiding and predicting their needs. By seamlessly integrating online and offline interactions, we create an immersive and inclusive beauty experience.”
This year’s contest, led by L’Oréal’s Professional Products Division (PPD), encouraged all submissions to keep stylists at their heart. Projects must have utilized tech, data, or generative AI, elevated the consumer experience, and been ethical, inclusive, and sustainable by design.
What Is the Brandstorm Grand Prize?
At its core, Brandstorm is an opportunity to create your own experience and boost your employability. But there are prizes to be had, too. Besides innovating for the world’s leading beauty company, winners will have the opportunity to participate in a three-month entrepreneurial internship at L’Oréal’s HQ in Paris. With that, they’ll have the exciting chance to get some face time with top executives at L’Oréal and present their work to the board. Thousands of Brandstorm alums have also found full-time jobs at L’Oréal.
Emma Shuttleworth, Group VP, Talent Acquisition, L’Oreal USA, expands: "L'Oréal is deeply committed to empowering youth employability, and participating in L'Oréal Brandstorm offers an exceptional opportunity to elevate your resume, broaden your professional network, and collaboratively create innovations with immense potential for positive impact.”
Who Is Eligible For Brandstorm?
The contest is open to anyone 18-30 and requires no previous experience. Teams of three are imperative for participation; you can form your own group or join one from the Brandstorm community after registration.
