Kids of the future

MANILA, Philippines - The goal was simple: to create a product line that combines L’Oreal expertise and brand equity that still aligns with The Body Shop’s identity, culture and values. The road to that goal? Not so much. Months of grueling screenings and plan revisions have tried and tested teams from University of the Philippines, Ateneo de Manila University and De La Salle University—narrowing down L’Oreal Brandstorm’s National Finals to six teams: Teams Apex and Magsiyan from Ateneo, Teams Zen and Mastermind from De La Salle, and Teams M.O.V.E. and Eves from UP.

All their hard work and final creative marketing campaigns culminated last March 8 at Enderun’s Atrium, where cocktails and a set from the Zombettes fueled the night. The teams and their final presentations revved up the engines further, and in the end Ivania Sy, Regina Dimayuga and Stephanie Gabaldon of UP’s Team Eves emerged victorious. Following suit are Jackie Kawsek, Geno Tolarbas and Mark Castillo of Ateneo’s Team Apex with the first runner-up, and Juni Ty, Benedict Andrade and Karen Crisostomo of UP’s Team M.O.V.E. with the second.

Respecting the identity of the brand is an additional challenge to these students, who had to incorporate the ideas and practices of community fair trade in executing their product lines. Team Eves’ risk to address a much younger market proved to pay off, as prep themselves for the International Finals in Paris, where they could inch closer to the ultimate prize: a 10,000-euro trip to any destination in the world. Now they’re really going places.