Hanken students performed well in the Nordic final of the L'Oréal Brandstorm 2024 competition

The Nordic final with the theme ‘Reinvent the future of professional beauty through tech’ was held at L'Oréal's headquarters in Copenhagen on 26 April.

Eight teams out of a total of 127 participating teams from the Nordic countries were selected for the final in Copenhagen. The team ‘Hair4you’ from Hanken was the only Finnish contribution that made it to the Nordic final. The team consisted of master's students Denisa Rrapa, Aileen Ahlskog and Linnea Bergroth.

In connection with the Branding Project course, Hanken has participated in L'Oréal's Brandstorm competition for over ten years. The competing teams receive a branding assignment from L'Oréal, and they then pitch their proposals to the company's management.

“The first step in the selection process was the Hanken Campus final where we managed to come first. Then we submitted our contribution to the official Brandstorm competition and were selected for the Nordic final”, says Aileen Ahlskog.

The team’s concept "My Hair Journey" is a gamified loyalty program for color maintaining salon visits.

“Our idea was to create a coherent customer experience by fostering loyalty, to provide more value for consumers, salons and L'Oréal”, says Ahlskog.

During the final in Copenhagen, the team explored career opportunities at L'Oréal and got to know the company and the other participants.

“During the event, we gave a three minute pitch on our idea, followed by a five minute Q&A. We received valuable feedback from the jury, and we were selected as top three of the participating teams”, says Denisa Rrapa.

Despite a successful performance, the team from Hanken did not make it all the way to Brandstorm's international final, which will be held in London in June. The winning team in the Nordic final came from Norway.