L'Oréal 'Brandstorm' national award goes to Indonesia's 'Absolute Jetset' concept

Brandstorm is L'Oréal's business competition for students to unleash their creativity and apply ground-breaking ideas to one of the cosmetics giant’s international brands and distribution channels.

This Indonesia team consists of three students in their twenties; Daviantri Apsariputri, Rangga Husnaprawira and Nabila Izza Dhia whose concept is a new service for Lancôme's travel retail stores that replicates first class treatment on planes.

The goal is to increase the brand's sales by 60 per cent by developing the travel retail market business unit for travelers at every stage of their journey - from the airport, to duty free stores and aboard the plane.

The group will represent Indonesia at the international level of the competition in Paris in June, where 45 winning teams will compete for the top three prizes.

Searching for new talent in the beauty arena..​

L'Oréal's program has been running over 23 years and was introduced in Indonesia in 2009. 

Coached by top executives, competing teams also get to work with global advertising agencies in designing a marketing strategy in the area of travel retail.

According to Restu Widiati, director of human resources, L'Oréal Indonesia; “It is the company's strategy to identify the best talent to become actively involved in promoting the company and to contribute to the beauty industry in Indonesia. “​

In 2011, Widiati says the national winner of the competition in Indonesia went on to win third place in the international competition in Paris, beating teams from more than 40 countries.

The HR director says the competition has been unique this year in that students were not given the task of creating new products, but to promote the travel retail business unit.

"The​ students were challenged to act as international marketing director for L'Oréal travel retail to design a new experience for one of the iconic beauty brands, namely Lancôme,​" he reveals.