Turning ideas into real projects, working with a real business, and observing the operations of a global company. The Rome Business School workshop dedicated to L’Oréal and the Brandstorm competition gave students the opportunity to experience strategic dynamics in the beauty and luxury sector first-hand.
The session focused on Brandstorm, L’Oréal’s historic international competition. Students discovered it not just as a creative contest but as a structured professional development tool. For over 30 years, Brandstorm has allowed students and recent graduates to work on real business cases, developing innovation, go-to-market strategies, and scalable solutions.
Brandstorm is one of L’Oréal’s “hero” programs, designed to introduce young talent to the corporate world through concrete challenges. In the 2025 edition, over 2,600 students participated in Italy, submitting more than 100 projects. The final selection allowed the winning teams to compete internationally.
The program’s value lies in its structure: teamwork, clear deliverables, and evaluation based on innovation, feasibility, and market impact. This approach reflects L’Oréal’s talent development philosophy, emphasizing analytical skills, entrepreneurial mindset, and strategic vision.
The workshop also introduced the Brandstorm 2026 challenge, focused on the L’Oréal Luxe division and the theme “Craft the Future of Luxury Fragrance.” The luxury fragrance sector requires a sophisticated balance between heritage, technology, sustainability, and customer experience.
Students learn to integrate omnichannel experience, product design, consumer journey, beauty tech, and influencer marketing into their projects. They adopt a truly market-driven approach, applying innovative solutions to real business problems.
Brandstorm strengthens participants’ employability. The experience often becomes a first point of contact with the L’Oréal ecosystem, opening doors for internships and job opportunities. The key message: there is no single path to enter a multinational company, but the ability to tackle complex projects, collaborate in teams, and deliver market-aligned solutions provides a concrete competitive advantage.
The workshop aligns with Rome Business School’s strategy of integrating academic training with direct corporate engagement. Brandstorm acts as a skills laboratory, combining creativity with analytical rigor and preparing students to operate in complex international environments. This approach demonstrates that today, learning happens through applied experiences that connect future professionals to real global business dynamics.
