L'Oréal Brandstorm Innovation Competition
No. 1 beauty company in the world L'Oréal continuously seeks out new talent and ideas with its global innovation competition Brandstorm. For 8 years, they've been using Agorize to evolve and expand this iconic program, driven to stay the best in their field.
Executive Summary
When employer branding meets innovation
L’Oréal’s objective
Prepare the change-makers of tomorrow for today’s job market in one immersive learning experience.
Collectively shape the future of beauty through immersive learning
L'Oréal Brandstorm participants form teams to solve a real business case while simultaneously participating in an immersive learning experience. Talents acquire skills through teamwork, online learning and mentoring by L’Oréal experts, which they apply in their projects to compete for the main prize. The winners get a 3-month intrapreneurship position at L’Oréal HQ in Paris.
Each year, the participating teams are challenged to think of solutions leveraging contemporary and relevant concepts and technologies.
In L’Oréal Brandstorm, participants are invited to come up with ideas that will crack the new codes of beauty using solutions in:
Virtual Reality (VR)
Augmented Reality (AR)
Artificial Intelligence (AI)
Metaverse
Globally, L’Oréal Brandstorm is an important employer branding initiative as well as a recruitment tool that allows L’Oréal to reach thousands of young people in the beginning stages of their careers. The group cultivates a large pool of qualified hiring potential and acquires valuable insights about their (future) customer base.
Foster true collaboration at scale, on a local and global level
L'Oréal needed a solution that facilitates large-scale collection, mentoring, assessment, and development of ideas and talent. The Group had to empower local L'Oréal teams to engage local talent, and then transition to a global playing field to select and guide the finalist teams. Agorize's innovation program platform was used to deploy the full Brandstorm operation.
The Agorize platform provided a full suite of features to support L'Oréal's diverse needs. Features included:
- a completely branded platform build
- autonomous team formation for participants
- in-app submission of deliverables
- gamified and custom scoring and filtering options
- invitation-based collaborative features for judges and mentors
- and multiple communication methods.
The Outcomes
240,000 registrants, hundreds of hires and a powerful employer brand
L’Oréal successfully engaged over 240,000 registrants from 65 different countries.
Of all participants, 30% had a STEM (science, technology, engineering, and mathematics) background.
Finalists presented their pitch during the final event in front of an executive jury at tech conference VivaTech. The winners were awarded a 3-month internship at L’Oréal and continued to develop their projects with the team.
The hiring power of the innovation competition is phenomenal. Every 3 out of 4 participants plans to apply to L’Oréal.
In a single year, L’Oréal typically hires hundreds of Brandstorm participants worldwide.
