Where's your head at?

It always served as a comforting notion, that in the final analysis, “book smart” doesn’t necessarily translate to “smart,” and that your batch’s valedictorian won’t necessarily become the next important Filipino. At least that’s what we told ourselves, kids who treated school like limbo. So of course, talk is just talk until you walk the walk. And fortunately, we got to test that hypothesis early — thanks to L’Oreal’s Brandstorm.

In 1991, L’Oreal launched Brandstorm as a global marketing competition for students with the opportunity to become their own marketing brand managers. The students were challenged to come up with innovative new products and pitch it to L’Oreal. The grand prize? A trip worth 10,000 euros, as well as the L’Oreal Brandstorm Cup. In 20 years, over 50,000 students have participated. Four years ago, the local branch of the competition was opened to three schools — University of the Philippines-Diliman, Ateneo de Manila University, and De La Salle University.

Growing Pains

Two years ago, in my senior year of college, I competed in Brandstorm with two good friends of mine. That year, they were looking for an innovative new product for Diesel, something that bridged the gap between rough and smooth. Right off the bat, we thought we had a fighting chance. After all, while each of us did well enough in school (though still far from even the “cum” in “cum laude”), we were also active in student orgs. We thought we possessed the smarts and the savvy to go all the way. Basically, we thought we were the sh*t.

But as it turned out, we weren’t. When the proverbial sh*t hit the fan, we imploded. Instead of kicking the competition’s ass, we bickered. Instead of conceptualizing new ideas, we had drawn-out arguments about the most trivial things.

After making it to the school finals, we crumbled during the defense. We were contradicting each other and having passive-aggressive arguments onstage. It was a mess — and yet, we wouldn’t have it any other way.

You see, a trip to Paris might not have been in the cards for us but what we learned eventually went a long way in the workplace. Things like, “You can work with your friends but only if you set boundaries early.” Or “Arguing is healthy but throwing insults not so much.” Also, “Don’t contradict each other during a panel presentation.” I mean, obviously.

It was our crash course in the corporate world. We had a taste of the pressure, the triumph, the rewards, and the politics. The gloves were off. I still tell people that it was one of the best things I did in college. Even though I didn’t go the corporate route my friends eventually took, it’s partly the template I use in navigating my way through the workplace.

Body Beautiful

This year, L’Oreal has teamed up with The Body Shop for another exciting challenge. The teams have been tasked to create an iconic and innovative product or product range for The Body Shop that respects and amplifies the brand values: against animal testing, defend human rights, protect our planet, activate self esteem, and support community fair trade.

As with every year, the cream eventually rises and L’Oreal ends up with six teams. Young Star recently hung out with the new crop of Brandstorm babies for a round of Getting to Know You.

Master Minds of the De La Salle University

Rachel Chua (20), Kimberly Co (21), John Guiaco (21)

We have innovated not only on our product features but also on our packaging, pricing, and communication plan as well. We strongly believe that our product will be the latest miracle beauty product to hit the cosmetic market.

We believe that by exerting our best efforts in this competition, we will win Brandstorm. We will be the Brandstorm Masters; and we will be the MasterMinds behind the next iconic product that will hit the beauty and personal care/cosmetics industry. Hence, the team name MasterMinds.

Since we know that the best way to uplift people’s condition is by having access to a better education, a part of the money will be used to give back specifically through sponsorship and donation. This is definitely not just sweet talk.

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Magis Yan of Ateneo de Manila University

Cherry Mae Albano (20), Early Hensie Go (20), Joanna Clarisse Young (20)

We joined Brandstorm because quite simply, we wanted to make a name for ourselves outside the academe. We wanted to supplement whatever learnings we had in the classroom with a whole new experience outside of it.

Our product range is the most innovative and iconic because it takes the very best of The Body Shop with its expertise on natural ingredients, combines it with a little extra something to prove TBS’s beauty authority, and actually fulfills an existing consumer need.

We intend to spend that hard-earned P10,000-plus on a trip that will take us to the farthest corners of this beautiful planet.

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Eves from University of the Philippines-Diliman

Regina Dimayuga (22) Stephanie Gabaldon (21), Ivania Sy (21)

Eve represents the first woman who ran the world. Come March 8, we’re going to show everyone that Team Eves can definitely succeed in running the world of Brandstorm!

We wanted to do something worthwhile during our last college semester. Being able to act as brand managers for a product we conceptualized ourselves is an experience we’re never going to get anywhere else.

Our product is designed to make bathtime a fun and memorable experience for moms and their kids! 

It’s the best because it will allow The Body Shop to take advantage of a powerful, but untapped market by the brand and its direct competitors. It will venture into something new and exciting, but it will still stay true to what the brand is and what it stands for, from loving your body to making a difference in the world.

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Apex of Ateneo de Manila University

Mark Castillo (20), Jacqueline Kawsek (22), Geno Tolarbas (22)

We had one goal in mind, and that was to make it all the way to the top and win the whole competition. Hence the name Apex.

We came up with a product that celebrates each person’s differences such that it caters to the specific and diverse needs of each individual.

Our product advocates that each person is a work of art, supporting true natural beauty for every woman.

We’re really going to be in it to win it for the Philippines! We want to make our country, our school, and our families proud.

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Team M.O.V.E. from University of the Philippines-Diliman

Benedict Andrade (22), Karen Crisostomo (22), Joenito Ty (22)

Movement is an action with a purpose — and that is what we and The Body Shop are all about. Team M.O.V.E actually stands for “Making Our Values Earth-Friendly”.

The main ingredient of our product is happiness. Our product range is a line dedicated to women who want to make their achievements look effortless by staying young and feeling happy.

Our product range diverts the idea of beauty from the current norm and helps bring out this beauty to every woman who uses it.

If we win, we’ll treat ourselves to a relaxing vacation in the Maldives.

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Team Zen of the De La Salle University

Rizelle Malabanan (21), Kady Wilson (21), Jerome Zablan (21)

Zen means law of wisdom, total state of focus and being one with the world.

Our makeup product is a new breed of makeup under a new category. It is a new product that will revolutionize the cosmetics industry. This product changes how consumers look, use and experience makeup.

Getting thousands of euros for a trip as a prize would be our chance to go to our dream destination, have the time of our lives and reap the rewards of six months of hard work. It will all just be about discovery, splurging and pure fun.