BEAUTY, BRAINS AND…..BEARD!-L’OREAL BRANDSTORM 2011
L’Oreal Brand storm 2011 culminated in Paris amidst high excitement levels as the three contenders-the Singapore team(team Hairven),the Indian team(team brandit queens)and the Indonesian team (team Ganesha) vied with each other for the coveted title. Team hairven emerged as the winning team and was given a trip voucher worth a whopping 10,000 euros.Team brandit queens walked away with the second prize and a trip voucher worth 5000 euros.Team Ganesha was adjudged the third and was awarded a trip voucher of 2500 Euros.
The teams were given a case study to design their own range of products under the L’Oreal Professionnel Homme range. These products are sold only in salons and not in retail stores. The idea thus, was to attract men to salons. The national finalists were chosen after grueling national rounds followed by semifinals round on June 16th.the chosen three were declared at the famous Hôtel Salomon de Rothschild.The finalists were given the task of coming up with an innovative strategic plan to market and campaign products for bringing men to salons.
On the home front, Team SCMHRD-Brandit Queens beat 196 other teams from across the country in the race to the national finals and competed against 42 other countries at the international finals in Paris, France.
Team Brandit Queens from SCMHRD -Ankita Saxena, Khusboo Yadav and Nikhita Mehra came up with a unique plan wherein they emphasized on the concept, being that the one thing that visibly differentiates men from women is facial hair. While men have several reasons why they couldn’t maintain beards, the difficulty lies more in the maintenance of facial hair and prevention of hair loss.Brandit Queens then came up with a 4 in 1 product under L’oreal Professionel Homme range of products that could bring men to salons. Their concept based USP thus paved their way to success in L’Oreal Brand storm 2011.
Lets explore what our very own brandit queens did to reach this far. Here is an insider peek into the world of brandit queens a.ka. ankita,nikita and khushboo and L’oreal brandstorm.
Each team was to come up with a range of products for men, design a salon chain and create a marketing and promotional campaign.
What it takes
The brandit queens came up with a full product design right from the fontsize,color and nozzle structure. Their constraint was that they had to make their product along identifiably similar lines as the original L’Oreal products. They showed the feasibility of their product by listing the main ingredients. A large amount of research was involved, right from the lifestyle and spending patterns of their target market-men.
Forty five teams presented their product in the morning .the campaign boards were displayed in the evening. imagine the shock when team India realized theirs were not put up! The mystery was unraveled when they were informed that the top 3 teams’ banners were not displayed since they’d be needed for the final presentation.
The trials and tribulations
Their story had a lot of twists….semester exam on the day of the national finals, the efforts they put into the naming and branding of their product-Ydentity,the sleepless nights, the brainstorming involved, experiments on (‘willing’) male colleagues,making the presentations, sticking together through thick and thin, and ultimately, trusting each other.
The game plan
Ankita played a major role in the logo design and creative work,Khushboo came up with brilliant ideas and took over data mining part.Nikita was the ppt master and took care of the ad video, flow of the presentation and some poetry too!
Paris J’et aime
The brandit queens coordinated their wardrobe with the ambience and their product. They ensured an Indian touch to their attire. They felt vindicated when all their efforts were tested before an audience and the musical sound of applause reverberated in the auditorium. Their idea was appreciated. They came second. They achieved what they had come for.
Ankita, nikita and khushboo firmly believe that self confidence and standing your ground under difficult circumstances is of paramount importance. You need to make business sense and ensure there is a logical flow to it.ultimately, team spirit and the guts to fight out ideas and still stick together at the end of the day is the deal maker, they aver.