Talaria Has Taken off
Italian team Talaria from Università Bocconi (MSc in Marketing Management) took first place at the international final of the 23rd L'Oréal Brandstorm business game (Paris, 18 June) with their project "Lancôme Travel Retail Experience", thus winning a trip worth €10,000 to a destination of their choice.
Students from 307 universities from all over the world participated in the business game and 42 made it to the Paris final. The three-strong teams, acting as the Lancôme International Marketing Head, were challenged to building a new retail experience for that brand in the Travel Retail channel.
Francesca Fabris (23, Italian), Tiffany James (23, Canadian) and Owen Wang (23, Italian with Chinese origins) have been supported by Cristian Chizzoli a Bocconi Marketing professor. An Italian team had last won the business game 14 years ago.
The Indian team seized the second prize (€5,000) and the French team got the third (€2,500 euro). This year a special prize was given out to the Finnish team for their digital strategy.
"Our students have been attending the first year of the MSc in Marketing Management", Chizzoli says, "and are truly international, both in their team composition and in their attitude. A Bocconi team made it to the final for the third year in a row and this time we reckoned we had some chances. Francesca, Tiffany and Owen showed to be both very good students and an outstandingly effective team. They have been supported by me and colleagues Francesca Golfetto and Deborah Raccagni in the first stage of the business game, up to the University final. Since then, they have worked by themselves, with the help of the agency chosen by L'Oréal Italia".
"This year the new Italy won Brandstorm, thanks to our team's capabilities and to a fantastic mix of talent and diversity", Andrea Guaraldo, Head of Human Resource at L'Oréal Italia said. "Francesca is an Italian from Padua, Owen comes from Varese and is a second-generation Italian-Chinese, while Tiffany is Canadian who chose Italy for her MSc in Marketing. All of them attend one of the most prestigious universities in the world: Bocconi. We are proud of our team, they perfectly fit into our values. At L'Oréal we foster diversity – gender, cultural, social – not only as a self standing value but also because, when doubled with talent, it produces excellent business results".