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L’Oréal fuels entrepreneurial dreams of global youth


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L’Oréal fuels entrepreneurial dreams of global youth

L’Oréal Brandstorm competition attracts 83,000 aspiring beauty innovators from 65 countries

Clichy, 24 June 2022: L’Oréal today marks the 30th anniversary of its international Brandstorm competition by unveiling the 27 youth whose beauty projects have beaten thousands of entries from around the world, propelling them to the 2022 finals. In total, nine teams of three representing Argentina, France, Germany-Austria[1], India, Indonesia, Italy, Mexico, the Philippines, and the United States have advanced to the finals, which will see them pitch their high-potential beauty projects to the L’Oréal Executive Jury, including members of the L’Oréal Group executive committee and Brandstorm technology partner, Salesforce. After final judging, three winning teams will be selected and offered a coveted, three-month entrepreneurial internship at L’Oréal Group global headquarters in Paris.

Now in its 30th year, Brandstorm 2022 has garnered record-breaking participation, with more than 83,000 youth from 65 countries registered, as well as earning official certification by EFMD Global as an online learning course. The nine finalist teams were selected after 20 weeks of intense competition at both the local and international levels. The three winning teams will continue to develop inclusion, green, and tech projects with support from L’Oréal while gaining invaluable business experience at the seat of one of the world’s most beloved brands.

“At L’Oréal, we are passionate about nurturing the dreams of young beauty innovators who know first-hand what the youth of today want and expect from beauty brands. L’Oréal Brandstorm is their opportunity to bring their ideas to life, receive guidance and feedback, and co-create innovations with the greatest potential for good,” said Jean-Claude Le Grand, L’Oréal Chief Human Relations Officer“L’Oréal Brandstorm offers local mentorship and behind-the-scenes experience on a truly global scale, setting contestants on a path towards realizing their entrepreneurial ambitions or securing a role in our industry. We are proud of all our Brandstorm 2022 entrants, enabled in no small part by Salesforce technology, which makes L’Oréal Brandstorm a first-class e-learning and community-building experience, as well as an exciting competition.”

Since 1992, L’Oréal Brandstorm has brought together more than 600,000 participants, providing students and young entrepreneurs with a platform to expose their creativity and innovation to a global audience of beauty industry experts, enthusiasts, and prospective employers. This year, in the spirit of inclusion and continuing its charter as the only competition of its kind focused on youth employability, Brandstorm was opened up to all young people under 30 years old, including those not currently enrolled in higher education.

This year’s competition theme, ‘Disrupt Beauty 2030’, invites entrants to imagine scalable and sustainable solutions for the inclusion, green, and tech categories of beauty, empowering teams to make a lasting impact that can be felt well into the future. For the first time, L’Oréal is collaborating with Salesforce, the global leader in customer relationship management (CRM), to augment the Brandstorm participant experience with access to e-learning via the MyTrailhead platform and virtual community building via Slack. In a year of firsts, Brandstorm has also achieved EOCCS[2] certification, as confirmation of the high quality of the L’Oréal Brandstorm experience and its systematic approach to online learning and learner engagement.

“We’re delighted to support L’Oréal Brandstorm as a strategic technology partner by embedding e-learning into the overall experience and by co-developing the content for the digital masterclasses offered to finalists,” said Alexandre Dayon, Salesforce Advisory Board Chairman“It’s also a great privilege to be able to coach and mentor these brilliant young minds who embrace technology, innately understand its potential, and are so enthusiastic about using it for good.”


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