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Portfolio brand experience for students

3 May 2011

The 2011 rollout of L'Oreal's BrandStorm began in March 2011 when its South African recruitment manager, Tanya Smith together with HR graduate Paballo Makhetha, visited the AAA School of Advertising, University of Cape Town and WITS Business School to present this year's student competition theme - Be creative and attract men to salons: imagine a new service experience and its associated range of products for L'Oréal Professionnel Homme.

Since 1993, the L'Oréal group has afforded students across the globe an opportunity to live the marketing experience of a product manager and participate in the creation of marketing strategies for its best selling brands though its innovative international business game, Brandstorm.

Forty-five participating teams have analyzed the market, thought up an idea, built a marketing strategy around the idea, designed the product packaging and worked in conjunction with the brand's creative agency to develop a communication campaign that will promote the new line.

From these entrants, six teams will be selected for the national final today, Tuesday 3 May 2011. The winning South African team will go to Paris in June where it will compete against the rest of the world. Winners receive holidays and, more importantly, portfolio experience in having contributed to the adaptation of one of the world's premier brands.