Students from the Arison School of Business at Reichman University have been selected to represent Israel in the international final of L’Oréal’s Brandstorm 2025 competition, a prestigious innovation challenge that has been running for 33 years. The competition, held under the leadership of L’Oréal’s Consumer Products Division, tasked participants with developing groundbreaking solutions in the field of men’s beauty and grooming.
The winning team, comprising Linoy Ezra, Hadar Raphael, and Daria Sela, developed ‘Trima’, a revolutionary shaving device that combines shaving, hair suction, and skin nourishment using L’Oréal Men Expert products. This innovative solution addresses the common problem of hair residue in sinks, making men’s grooming more convenient and accessible.
The Competition and Winning Solution
The Brandstorm 2025 competition attracted participants from Israel’s top universities, including Tel Aviv University, Hebrew University, and Bar-Ilan University. The final event, held at L’Oréal Israel, saw teams present their innovative solutions to a panel of judges comprising the company’s top executives. The winning team’s project stood out for its creativity, innovation, and effective integration of technology and marketing.
International Representation and Prize
The Israeli team will compete against 43 teams from 64 countries at the Viva Technology conference in Paris on June 12-13, 2025. The winners of the international competition will receive a prestigious internship at L’Oréal’s global headquarters in Paris. The competition has served as a springboard for careers at L’Oréal, with previous participants being recruited into key roles within the company.
According to Eli Sagiv, CEO of L’Oréal Israel, ‘L’Oréal’s Brandstorm competition is a true incubator for young talents, providing students with a rare opportunity to tackle real-world business challenges and integrate into a prestigious internship at L’Oréal’s global headquarters.’ Dr. Talia Rimon, mentor of the winning team, expressed pride in her students’ achievement and highlighted the long-standing cooperation between Reichman University and L’Oréal Israel.
The competition’s focus on combining technology, gamification, innovation, and sustainability reflects L’Oréal’s commitment to nurturing the next generation of business leaders and innovators in the beauty industry.
