Business School Students Represent Nation at International Marketing Competition
ANN ARBOR, Mich. Three promising young brand marketers from the University of Michigan Business School will represent the United States against 25 global teams in the international finals of the L'Oréal Marketing Award competition June 9 in Paris.
"The Muses," the team composed of undergraduate business students Rebecca Paroby, Jaclyn Podor and Jennifer Trepeck, took top honors at the U.S. national finals April 28 in New York City, defeating teams from Princeton University, University of Pennsylvania, New York University, Spelman College, Morehouse College, Clark Atlanta University and the Fashion Institute of Technology.
The L'Oréal Marketing Award, now in its 12th year, is an international competition that gives student participants the opportunity to become a brand manager for L'Oréal. Placed in charge of creating innovative new products and developing a dynamic international marketing strategy to support their product launch, each team of three students focused attention this year on L'Oréal's Biotherm Homme brand, which represents the fast-growing men's cosmetic market. The teams were responsible for overseeing every aspect of the launch, from packaging design to the communications campaign.
Channeling their namesakegoddesses in Greek mythology, inspiring creativity and the arts"The Muses" won the day with their presentation skills and their concept and creative approach that centered on a dual nature product line they dubbed "BT Homme." It combines Biotherm's sleek packaging design with a multi-functional dispensing system.
"This was one of the more difficult events I have ever judged," said Chris Harrison, who manages the Biotherm brand. "The professionalism of their presentations and the quality and freshness of the ideas generated by these terrific students were amazing."
In Paris, the 26 worldwide national finalists will vie for the top prize: A trip to three major artistic capitals, chosen by the winning trio from a list of 14 recognized as leading centers of creativity.
Since its launch in 1993, the L'Oréal Marketing Award has offered professional experience to some 11,000 students worldwide. The competition gives students the opportunity to demonstrate their talent to beauty business professionals and meet with L'Oréal executives and recruitment officers. In 2003, L'Oréal recruited 72 students globally as a result of the competition.
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