The big apples

Women on top : In an interview with Young Star before the Brandstorm finals, Team Eves said, “We’re going to show everyone that [we] can definitely succeed in running the world...” And that they did. Photo by CHOLO DELA VEGA

MANILA, Philippines - One thing’s for sure — Team Eves sure is a modest bunch. As I walked through the doors of a quaint coffee shop midday on a sunny Saturday, the first thing I saw was my editor. When I dropped my things off at the table, I promptly asked, “Where are the girls?” to which he directed me to a corner table just a few steps behind us. To the uninformed eye, it wouldn’t be much of a stretch to think of them as a lively group of young women out for an afternoon pick-me-up. But for those who know that these girls have taken home first place in an international marketing competition — this year’s L’Oreal Brandstorm — well, that’s something else entirely.

L’Oreal launched Brandstorm in 1991, a global marketing competition for students to create a new product complemented by a cohesive marketing plan. Brandstorm has been around for a good 20 years, though the Philippines only took part four years ago. Team Eves from the University of the Philippines competed against teams from Ateneo de Manila University, De La Salle University and teams from their own school. From six finalists, it was narrowed down to one — it was decided that Team Eves, composed of Ivania Sy, Regina Dimayuga and Stephanie Gabaldo, would represent the Philippines in the international round of Brandstorm in Paris.

And after months of grueling preparations, fastidious work, and muddling through different challenges? Team Eves emerged victorious, sharing first place with Team Chilé, effectively beating out 36 teams from 43 countries. Not only was it a big deal that the Philippines nabbed first place in the few short years of participating in Brandstorm, but the all-girl group also represented the women’s faction. Now that’s real girl power.

Still reeling from their Parisian victory, the girls are back home in Manila and slowly letting their win sink in. Like the biblical Eve who was the first woman on Earth, Team Eves is the first team from the Philippines to win Brandstorm. Ivania, Regina and Stephanie are still as grounded and bright eyed as ever, even as they hold a championship title under their belts.

We’ve been closely following their journey and now, these three girls are divulging their L’Oreal Brandstorm origins, their Parisian adventure and their plans for the future in a Young Star exclusive.

YOUNG STAR: First question, guys: what does the “Eves” in Team Eves mean?

REGINA DIMAYUGA: First it was a play on Ivan’s name because we call her Eves but then we realized that we were the only all-girl team during the national finals so we decided that it was appropriate and applicable to who we were. We were representing women.

IVANIA SY: (Our name) also coincided with our idea for the product so it’s all tied up together.

Did your team have trademark colors during the competition?

STEPHANIE GALBALDO: We usually play on the colors orange and blue because we want it to represent the bubbly-ness of our product.

IS: We decided on the color orange already then we found out it was the color of the year, so it just worked because it’s really bright and that’s kinda the image we wanted to portray. Something happy.

RD: Also, orange means something very energetic and blue is something relaxing and that’s how we are as a team. We don’t stress about stuff. We just go with the flow.

Individually, what are each of your strengths? What do you bring to the table?

The apples of our eye: Team Eves is the first group from the Philippines to take home first place in the international marketing competition L’Oreal Brandstorm.Photo by MARK PEREZ

IV: Everyone has their own strengths. For some reason, if another has a weakness, the other person makes up for it. Regina was in charge of market research, I was in charge of strategy and Tip-tip (Stephanie) was in charge of the product design.

SG: Basically, we’re all three different individuals and we really played on our strengths which was really advantageous to our end product. We make up for each others’ weaknesses.

Was there ever a moment where you girls were thinking twice about pushing through with Brandstorm? When was it? How did you overcome it?

IS: Start of 2012. That was really the toughest time because we never really thought we’d get that far and we really didn’t know if it would be worth it to actually go to the end because it would be until June and it was only January. We were still thinking twice. Plus, it also coincided with the stress of school because we were graduating and we had so many requirements so we were thinking, “Is this still worth it? Is it still worth going all the way?” So I was like, “Guys, ano ba to? Should we still push through?” (Laughs) And eventually we did.

RD: And good thing we did. (Laughs)

So how was Paris?

IS: It was really fun, especially going there with friends. It’s really different because when I was there last time, I was with family and it was really short. It really is fun with friends because it’s a place where you can go around and stay out late looking at all the sights because it gets dark late. My impression of it really changed for the better when I went out there with friends.

SG: And the French culture is so chill. It’s so fun to go there with friends. And we actually got to see the sights that we only see in pictures — the Eiffel Tower, the Arc de Triomphe — it was really nice.

RD: Aside from the sights, meeting new people was one of the best things too because we got to meet the people from the other (Brandstorm) teams.

IS: We also learned to be street smart because in Paris there are a lot of pickpockets. (Laughs)

How did you guys come up with your product Bath Buddies? And why did you decide to tap the age demographic of three- to eight-year-olds?

RD: As Body Shop consumers, we noticed that there was a gap in their products. Like they’d have a product for babies and for women, but not for kids. So we addressed the need of the consumers, so that’s how we came up for a product line for the kids

SG: We wanted to make a product line that stood out and would be iconic and different, so there: Bath Buddies.

IS: At the same time, since it was a product for Body Shop, we had to really stay true to their values and so we tried to apply as much of their values as possible to the product like community fair trade ingredients, protecting endangered animals and protecting the planet so we really tried to incorporate all of that.

You girls won 10,000 euros for a trip anywhere around the world. Where do you girls plan on going? If you don’t have a specific one yet, at least tell us your top three choices.

SG: We actually wanted to go to Greece. We want to spend two weeks there or go to the states and attend some festival maybe Coachella or around the South East Asian countries from Cambodia to Vietnam to Singapore to Thailand and visit the people we met in Brandstorm because we made great friends from there (SEA countries) also.

RD: We want to explore the world as much as we can. (Laughs)

Did you guys already start off with the idea of Bath Buddies or did you have other ideas before your final product?

SG: We were actually lucky because this was the first product we thought about so we really didn’t have to change anything because whenever we pitched the idea to someone they’d be all like “Hey, that’s a good idea. That’s a nice product line.” So we just worked on improving and perfecting the line to address what The Body Shop wants.

IS: It was really the only product we really worked on. We didn’t even attempt to think of another alternative because it just seemed like the perfect idea from the start.

You guys created a bath line for The Body Shop and took home first place in Brandstorm. What’s next for Team Eves?

RD: Job hunting? (Laughs)

SG: Because of this experience, we actually learned that marketing is something that we’d like to pursue in the future. Maybe work with L’Oreal because we saw that we actually fit in with the company.

IS: Being exposed to L’Oreal with Brandstorm it just made us really want to work and learn more from them and also it opened up a lot of opportunities.

RD: I think the game itself also made us open to what our strengths were and what our skills were and it made us realize that we actually want to pursue a career in marketing. It actually gave us an idea of what we wanted to do after (graduation and Brandstorm).

Are you guys planning to stay as a team or go your separate ways for now?

SG: Separate? Not yet! (Laughs)

RD: If there’s an opportunity for us to work together, then yeah, we’ll grab it because we work really well together.

IS: I think each of us can stand alone because we were trained to be independent, but at the same time, it was great working with each other. So, if given the opportunity (to work together), we’d take it. (Laughs)

This year’s store was The Body Shop. The next Brandstorm will feature L’Oreal Paris. Just off of the top of your heads, what product would you like to create for L’Oreal Paris?

IS: I was thinking like, here we go (laughs), some sort of specific makeup remover, like a specific makeup remover for only the mascara or only for the eyeliner. So it’s like a pair-up of a makeup and a makeup remover.

RD: A start-up makeup kit for pre teens!

SG: L’Oreal buddy. (Laughs) I was actually telling them (Team Eves) maybe something for the eyebrows because you know how the trend in the Philippines is how people go to places where they can get their eyebrows shaped? Maybe L’Oreal can have a kit for that.

What is your message for the next batch of Brandstorm hopefuls from the Philippines?

RD: Go for it!

SG: This is a great opportunity which isn’t always there so if your college is part of the three, go for it. It really opens up a lot of doors for the future and you’re going to learn so much about yourself and it is really a great experience.

IS: Make sure you’re passionate about what you’re doing because if you aren’t, halfway through you’re probably just going to give up. You really (have to) like what you’re doing and you have to like the people you’re working with because you’re going to work for them for months.

RD: And hopefully, they can defend the title next year!