Brandstorm 2018 National Finals Singapore

Judges and finalists of Brandstorm 2018
Judges and finalists of Brandstorm 2018

APRIL 2018 - An innovation incubator for talents and projects, Brandstorm has challenged over 120,000 students globally since 1992. A six-month-long business journey, participating students get to work on real-life challenges and are coached by top L’Oréal executives. The goal: to enable students to go beyond living the experience of a L’Oréal employee, and allow them to transform their innovative ideas into reality.



Brandstorm 2018 challenge - “The professional salon experience of the future”


In order to attract innovators from all majors, L'Oréal Brandstorm offers 1 mission with 3 aspects to address: “Brand” to propose an innovative product and strategy for connecting with the consumer, “Tech” to propose an innovative application of technology, and “CSR” for a sustainable idea.


The teams’ mission is to reinvent the professional salon experience of the future - creating breakthrough innovation whether through new services, digital solutions and connected technologies that will attract millennials and increase hairdressers’ loyalty.



Singapore National Champion and Runner-Up


At the 2018 L’Oréal Brandstorm National Finals in Singapore, Cherie Hui, Jessica Lim, and Law Xin Ye from Team &TANGLED (Singapore Management University) were announced as National Champion. Chew Hong Kiat, Isabella Lim, and Joshua Kor Jiaming from Team StyleMeNow (Nanyang Technological University) were National Runner-up.


National Champion &Tangled sought to solve the fundamental problem of the hair dyeing process with a technology that helps achieve desired hair color with swiftness and accuracy; while National Runner-Up StyleMeNow debuted a mobile app that seamlessly integrated the entire salon experience from hair issue diagnosis, fuss-free salon bookings to a color-catching tool for your desired hair color.



New style of “Innovation Fair” pitching to Jury


They emerged champions through an “Innovation Fair” pitching, a whole new selection mode introduced by L’Oréal that is the complete opposite of a classic presentation in front of the jury. Based on the model of tech fairs, young innovators have the opportunity to "pitch their projects" and to convince the juries composed of L'Oréal executives and brand experts. The top 5 teams from the Innovation Fair then moved on to the National Finals where the National Champion was selected.



As the number one beauty company in Singapore, L’Oréal Brandstorm has been running for 17 years here, with a track record of attracting nearly 5,000 young talents. From a pool of 676 students across 125 teams, Team &Tangled will represent Singapore on the global stage in Paris, France this June. Singapore’s track record on the international Brandstorm stage has been impressive over the past 16 years: with four champions, one first runner-up and two second runner-up awards.


“Brandstorm is a great talent and project incubator, and lends an opportunity for students interested in a career in L’Oréal Singapore to showcase themselves to top executives. Some participants who have showcased their passion, creativity and potential have subsequently gone on to great careers here with us,” said Henric Sark, Managing Director of L’Oréal Singapore.