28 April 2006
Others
In 2006, contestants had to use their marketing knowledge and creativity to develop an international marketing strategy for Lancme Bodycare. In the first step, students had to develop a bodycare marketing strategy and new packaging. 10 teams were selected out of 86, three of them from Deusto, to participate in the next step in which students had to create a new product packaging on the briefing given by L'Oreal's marketing managers in Spain. The teams worked with the international communication agency Publicis.
The students from La Comercial developed a bodycare strategy for pregnant women formed by three different products: an anti-stretch mark mousse, a cold gel for tired feet and legs, and some bands to restore firmness and elasticity after the pregnancy. According to its authors, this range, called 'Cration' was inspired in the idea that "women's best creation throughout their lives is their children, and only Lancme could shape the curves of live, making women feel beautiful during this special period."
The ten selected teams to go through to the National finals, which took place last 26 April in Madrid at L'Oreal's headquarter in Madrid, made their presentations in English in front of a panel formed by the multinational managers of the concerned brand. The three winners will participate in the international finals, which will be held in Paris on 15 June. The winning teams of each of the 32 participating countries will take part in it. The Publicis agency will award a certificate for the three best teams, and a special certificate for 'The Best Communication Campaign.'
