Loreal hosts an annual international competition for over 50,000 students, from 40 countries, with over 280 universities worldwide, called Loreal Brandstorm. This competition is open to Advertising and Marketing students in DLSU, and to many other schools all over the country. Three weeks ago was the first time I attended the competition's orientation, and realized how this competition affected so many people in the world, especially the youth.
What the competition does is simple. Groups of 3 students will register and receive the case study. They will develop a new product idea for one of Loreal's companies and present the marketing pitch to Loreal Paris, thus the name Brandstorm. But, before this, the teams will go through eliminations until just 2 groups represent a school, and compete for the national level. Only 1 team representing the Philippines will go to Paris and present their idea, competing against the teams from each of the other countries. Last year's team to represent the Philippines was from La Salle.
So what does this have to do with globalization? Ideas from young people from all over the world are shared in Paris. The winning idea from a team fromSingapore won them 40,000 euros as spending money to anywhere they wanted, plus the rare opportunity to have their idea executed by Loreal. But, globalization affected more that just the winning team. Some of the contestants, even those who did not compete with other schools nationally, are now working with Loreal as interns or assistant brand managers.
Another thing I have learned from the orientation was regarding the case for the competition this year. It was for one of their companies, The Body Shop. I saw a video about how The Body Shop stands for the protection of the environment and against animal testing. The Body shop uses Shea Butter fromGhana for about 70% of their products. This constant import of the natural product has helped the communities in Ghana extensively, especially the women who are making the Butter. Loreal and The Body Shop show the good effects of globalization. It feels great that as an Advertising Management student, I can see that my career will someday help people from different parts of the world, through companies such as Loreal and The Body Shop.
