Marketing: the next generation

With Sir Alan Sugar's ‘The Apprentice' winding up this week, the void of bitchy business competition was filled yesterday by a similar concept played out on a global scale. L'Oreal's Brandstorm, a competition held every year in its Paris HQ, pits 36 student teams from around the world against one another as they set out to brand and market a new product, this time round one for the hair care line, ‘Redken for Men'. MT's man was there on the spot.

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Last Updated: 06 Nov 2012

After an intense final, in which three of the four teams claimed global warming and pollution to be the main threat to modern man's precious locks, Team Citrus Fresh of Singapore's National University had beaten nearly 4,400 students from 200 schools across 35 countries, and netted themselves a 10,000-euro holiday.

Clearly their ‘Urban Defense' hair care system, with packaging aimed to seduce the fickle materialistic man of today with high-tech gadgetry, did the job on L'Oreal's judging panel too.


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