Hanken students made history – first Finnish team to compete in L’Oréal Brandstorm finals
L’Oréal Brandstorm is an innovation competition for individuals aged 18 to 30. Aledin, Zittra, and Karino participated through Hanken’s annual Branding Project course. This year, the competition attracted over 242,000 submissions. The theme was Men’s Beauty, and the Hanken team developed a concealer spray with an integrated blending tool designed specifically for men.
“Today, most makeup products in stores are targeted at women. We wanted to introduce a product that is quick and easy for men to use. It should be accessible and cost only around 10 to 15 euros,” says Aledin.
Zittra shares that the product idea was rooted in personal experience:
“I used to struggle with acne and once tried my mum’s makeup to cover it up. But it didn’t feel quite right, and I didn’t really know what I was doing. That’s something we wanted to change.”
Before settling on their product concept, the team conducted a survey among over 140 male students. The results showed that 78% felt insecure about their skin, yet only 5% had ever tried makeup. The majority expressed interest in trying the new concealer product.
“There’s still a stigma around men using makeup, especially here in Europe. In places like South Korea, Japan, and the US, it’s a different story,” Zittra notes.
Crystal-clear vision
All three students describe winning the Nordic finals in Copenhagen as a powerful moment.
“We were the youngest team there – all the others were master’s students – so it felt amazing,” says Aledin, who, along with Zittra and Karino, is in their second year at Hanken.
They admit that competing in Copenhagen felt more nerve-wracking than the international finals at L’Oréal’s headquarters in Paris. In the Nordic round, teams gave a three-minute pitch, followed by a 90-second elevator pitch for the top three finalists.
“The judges in Copenhagen chose our entry because we had a crystal-clear vision, a unique product idea, and very strong team dynamics,” says Karino.
“Paris was actually more relaxed. But by then, we had been working on the project for six months and were well prepared,” adds Aledin.
In Paris, the top 42 teams from around the world competed. In addition to pitching their ideas to L’Oréal executives, participants explored career opportunities and ongoing projects within the company. They also visited VivaTech, the world’s largest startup and innovation fair.
Unique experience
Although they didn’t place in the global finals, the team is proud of their journey and the experience gained. The future of their product remains uncertain, but the impact of the project is clear.
“Overall, the L’Oréal Brandstorm experience was incredible. It opened many doors for us. We’ve learned how to collaborate effectively, deliver persuasive presentations, and think creatively to find unconventional solutions,” says Karino.
Zittra adds:
“It’s been a truly multifaceted project. We didn’t just come up with a product – we also researched the market, developed a marketing strategy, and built valuable connections. This has been the most insightful course we’ve taken at Hanken so far.”
Text: Jessica Gustafsson
Photo: Private