May 9, 2006—McIntire students Krystal Kovalick (McIntire ’07), Chip Miller (McIntire ’07), and Wade Reishman (McIntire ’07) recently competed with teams from the University of Michigan, The University of Texas at Austin, New York University, and the University of Pennsylvania to represent the United States in the international finals of L’Oréal Brandstorm.

The L’Oréal Brandstorm competition offers undergraduates in their last two years of study the opportunity to assume the role of a “brand manager” for one of L’Oréal’s signature lines. This year, students developed a marketing strategy for Lancôme Bodycare.

To qualify for the L’Oréal Brandstorm national finals, held in New York City May 5, 2006, teams first had to answer a pre-case question: What would you propose as a winning body care strategy in the luxury goods market? Propose a range of products.

Students then used their marketing knowledge and creativity to develop an international strategy, design new packaging, and put together a real communications campaign for the selected product line.

The winning team, The University of Texas at Austin, will participate in the international finals, to be held at L’Oréal’s headquarters in Paris in June.
 

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