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La Roche-Posay

L’Oréal Brandstorm is an international business case competition organized by the L’Oreal Group since 1992, in which university students compete in the development of a marketing strategy for one of the brands in L’Oreal’s business portfolio.


– Over 80.000 participants over the last 24 years

– Over 13.000 participants this year

– From over 360 universities from 45 countries

The assignment this year was to develop an integrated digital communication strategy for La Roche-Posay, an “active cosmetics” brand in the L’Oreal group focusing on skin conditions, and primarily distributed via pharmacies. The goal of this strategy is to attract the new generation (aged 15-25 years old) to La Roche-Posay.

The Amsterdam Business School and L’Oreal have developed a very fruitful cooperation over the last few years. The Brandstorm case competition is an integrated component of the Branding course in the MSc Business Administration. Through six weeks of intensive studying and group work, teams of 3 students gradually develop their plans. To optimally prepare our students, we organized a specific theme day this year, at which representatives from multiple businesses relevant for this context (e.g. Burberry, Google) shared their insights with our students. At the end of the course, our student teams presented their plans and ideas.

The winner of our campus finals proceeds to the national finals, in which our ABS team competes against campus winners from other Dutch universities. We are proud that our team has managed to win the Dutch national finals (on Friday the 13th nonetheless ;-)), and will thus represent the Netherlands in the global Brandstorm finals at L’Oreal headquarters in Paris on June 30. At this event, national winners from 45 different countries around the globe will compete.

Our winning ABS team Michelle Betschart, Vivian de Bruine and Willem Maijvis have shown tremendous motivation, stamina, and creativity over the last months, and we are very proud that they will represent the Netherlands and the Amsterdam Business School in Paris. It is also very nice to see that the broad and diverse approach in our MSc program seems to pay off, since all three students have a different background and follow a different track in our curriculum.