UI won L’Oreal Brandstorm Indonesia 2015

Descartes Team of Universitas that were consisted of  Dhia Izza Nabila, Daviatri Apsariputri, and Rangga Husnaprawira who are students of Faculty of Economy and Business of UI were chosen to be the national winner of L’Oréal Brandstorm Indonesia 2015. The final of this competition was held on Monday, April 27^th 2015 at L’Oréal Indonesia Building, Jakarta. L’Oréal Brandstorm Indonesia competition was a competition that challenged participant to act as L’Oreal International Marketing Director to market one of L’Oreal product line.

Descartes Team successfully won by their store concept proposal titled “Absolute Jetset”. Next June, the team will go to Paris, France, to represent Indonesia on L’Oréal Brandstorm 2015 International Competition.

The Absolute Jetset Concept was a concept for retail store where the atmosphere design resemble a first class airplane. “We aiming for tourist costumers who wish for a first class experience of a beauty shop. So the store atmosphere were built with luxury, premium and exclusive,” said Rangga.

This concept fit in with this year’s competition rule that was to promote L’Oréal travel retail business unit for one of its iconic luxurious beauty brand, “Lancôme”. Travel retail business refers to business that aim travelers or tourists as its consumer. Therefore, the retail store concept that was submitted should fit for duty free stores that will be placed at airport, cruise ship and other stopover places.

In order to support these premium shop concept, Rangga and his friends also provided the shop with premium-class beauty service. The beauty service started from rejuvenating mask, L’Oréal travel set trial, until Lancôme exclusive product, “Absolute” trial service.

“They could see our advertisements starts from ticketing, check-in and during the flight, until they arrive at their travel destination. Even if they were on their way back, we would provide campaign on instagram where consumer could participate by their social media,” said Rangga while he explained about the overall service concept of Absolute Jetset.

According to Rangga, the overall and premium service concept and also good team cooperation became the excellence of Descartes Team, compared with the other participant teams, so that they won this  L’Oréal Brandstorm Indonesia 2015 competition.