- 4 hours ago
The biggest youth innovation competition worldwide: The L’Oréal Brandstorm 2026 Grand Finale. Witness six visionary teams—emerging from 380,000+ registrants across 64 countries—as they take the stage to "Craft the Future of Luxury Fragrance" in partnership with L’Oréal Luxe and Adobe Express. Challenged to reimagine perfumery through AI-driven technology, radical sustainability, and inclusivity, these finalists prove that technology is nothing without the human spirit. With a 3-month mission at L’Oréal HQ and a permanent SEEDZ Management Trainee spot at stake, who will be the 2026 champions? Be there to find out!
Category
🤖
TechTranscript
00:00:12Hello, bonjour everyone!
00:00:17What an amazing crowd!
00:00:19I think this is the biggest ever!
00:00:21I think it is!
00:00:23Welcome to the Brandstorm International Finals 2026!
00:00:27This is the 34th edition of L'Oreal's Innovation Competition
00:00:31where wild ideas actually get built and young talents become the future.
00:00:37I am Léa Bombard from Jacquemus Beauty.
00:00:39And I'm Bastien Chiron from Valentino Fragrances.
00:00:50We are so happy to be with you today
00:00:54and to be your host for this very special event.
00:00:58This year, L'Oreal Lux and Brainstorm invited students from all around the world
00:01:03to accept a very singular mission
00:01:07to craft the future of luxury fragrances.
00:01:11And let's be real.
00:01:12At L'Oreal Lux, we are the global leaders in luxury beauty for a reason.
00:01:17We don't play it safe.
00:01:19To create a truly iconic scent,
00:01:21you have to throw in a bit of the unexpected.
00:01:24So this year, we challenged our brainstormers
00:01:27to design products and sensory experiences
00:01:29that don't just sit on a shelf
00:01:31but actually captivate and start conversations.
00:01:35Wait, you know what, Léa?
00:01:36This is crazy.
00:01:38But to me, this brainstorm experience is like an iconic scent.
00:01:42Really, Bastien? Tell us more.
00:01:44You know, like a fragrance so intense that you just can't forget it.
00:01:49And actually, the brainstorm journey starts with a top note.
00:01:53Like the first spark, the first idea, the first inspiration behind any project.
00:01:59Love that.
00:02:00Then comes the heart notes, right?
00:02:02Where the scents really reveal its true character.
00:02:05Just like our brainstormers discovered their own character
00:02:09through intense collaboration, long nights, and those creative breakthroughs.
00:02:13Yes.
00:02:14And then, the base notes.
00:02:16Hmm, the part that lingers.
00:02:18The trail that stays in the room long after you've left.
00:02:21Exactly.
00:02:22The part that remains.
00:02:24The signature.
00:02:25Because starting today, after this competition,
00:02:29everything you are building right now, here in Paris,
00:02:33will actually last forever.
00:02:35Like the new skills, the confidence, even the connections.
00:02:39Like everything.
00:02:40Yes.
00:02:41Very nicely said, Bastien.
00:02:43So today is about fragrance.
00:02:45But we are also witnessing the culmination of a life-changing journey
00:02:49for these competitors.
00:02:51Each of you embraced the mission and elevated it.
00:02:54From AI Power's personalized fragrance to reimagined perfume bottles,
00:03:00you've created entirely new ways to connect with consumers
00:03:03and truly redefine luxury fragrances.
00:03:07And that's why, out of 380,000 applicants from all around the world,
00:03:13you...
00:03:24You brainstormers made it here today.
00:03:26And that's extraordinary.
00:03:27So again, a big round of applause for this new generation of brainstormers.
00:03:31Woo!
00:03:44And we also want to give a big thank you to our dear partner, Agorize.
00:03:50They run the platform and website that makes the brainstorm possible.
00:03:58Thank you so much, Agorize.
00:04:00So, here's the game plan for today.
00:04:03We are going to watch the final six teams pitch their one-of-a-kind ideas.
00:04:07Then, while our jury deliberates, we have two very special guests
00:04:11who are going to treat us to a completely different kind of sensory experience.
00:04:16And finally, the moment we've all been waiting for,
00:04:19we will reveal this year's Grand Champion.
00:04:21Yes, but before we meet the final teams,
00:04:26let's go back at what happened actually here in Paris yesterday.
00:04:51...
00:04:55...
00:04:56...
00:04:56...
00:04:56...
00:04:56...
00:04:57...
00:04:58In 10 seconds, start pitching.
00:05:31And now, the sixth final.
00:06:10And now, it's time to meet the finalists who impressed the jury yesterday, as they
00:06:17now compete for the big prize.
00:06:19Yes.
00:06:20So in alphabetical order by region, our finalists are Team M&M Memoir from Australia and New
00:06:28Zealand.
00:06:38Next, Team Moneyfest team from Indonesia.
00:06:51Team Uniblock from mainland China, Hong Kong, South Korea.
00:07:00Team O-Real from South Korea.
00:07:09Team Three Notes from the USA.
00:07:17And finally, Team Alt for Alternative from Vietnam.
00:07:29Well, thank you so much, Lea, for that introduction.
00:07:32And we can feel already a lot of creativity in the brand names.
00:07:35Big bravo to the Team Brainstormers.
00:07:42So now, these finalists will actually show their vision with boldness and audacity to a
00:07:49very special jury.
00:07:51Right, Lea?
00:07:52Mm-hmm.
00:07:53That's right.
00:07:53And what a jury we have this year.
00:07:55We've brought together global creative and business visionaries, each with their own unique
00:08:01eye for what makes something truly iconic.
00:08:03So first, let me introduce you to our president of the jury, who is none other than Cyril Chapi,
00:08:09president of L'Oreal Lux.
00:08:19Cyril is always pushing us to think bigger and his obsession with elevating the art of creation
00:08:25as Medox, the undisputed leader in luxury beauty.
00:08:34And next, Karine Lebray, L'Oreal Global Vice President of Scent Science and Fragrance Design.
00:08:49Karine shapes the fragrance of tomorrow with her precious talent for crafting the most unique
00:08:55ingredients and developing the biggest olfactive trends.
00:09:05We are also very honored to welcome Yann-Andrea, global president of Yves Saint-Laurent-Beauté.
00:09:20Across his 25 years at L'Oreal, Yann has brought a distinctive sense of audacity,
00:09:25to Couture Fragrance, shaping iconic brands including Prada, Armani, Miu Miu, before joining YSL.
00:09:41Our next jury member is a long-time supporter of Brainstorm, Jean-Claude Legrand, Chief Human.
00:09:57Chief Human Relations Officer and member of L'Oreal Executive Committee.
00:10:02Jean-Claude places people at the heart of the L'Oreal ecosystem and has been passionate for decades about developing
00:10:12the next generation of talents.
00:10:21Next, we have Giv Balouch, Global Vice President of Tech Open Innovation at L'Oreal.
00:10:33Giv is behind some of our most disruptive inventions from biotech to AI that combine beauty and technology to create
00:10:41unexpected and unforgettable consumer experiences.
00:10:49And finally, we are so happy to welcome Rachel Thornton.
00:11:03Chief Marketing Officer at Adobe Enterprise.
00:11:06Rachel works at the intersection of marketing, creativity, and AI to shape the storytelling power of brands and to push
00:11:15their experiential factor.
00:11:17And as the creative tech partner of Brainstorm this year, Adobe Express has empowered our finalist teams to bring their
00:11:25ideas to life with clarity, creativity, and of course, impact.
00:11:37Talk about a powerhouse jury.
00:11:39All right, I think we're ready.
00:11:41It is officially pitch time.
00:11:44Well, remember.
00:11:46Remember, you can still applaud.
00:11:52Remember, Lea, this year's mission from L'Oreal was more than clear.
00:11:56To craft the future of luxury fragrance.
00:12:00And Brainstormers explored not one, not two, but three powerful ingredients to do so.
00:12:05Creativity, technology, and personalized experiences.
00:12:10And remember, each team has exactly three minutes to pitch their concept, followed by a Q&A session where the
00:12:17jury will put their inventions to the test.
00:12:19And one last question.
00:12:21Are you all ready?
00:12:31I think they definitely are our best chance to let the Brainstorm 2026 final begin.
00:12:41And we'll kick things off with the first Brainstorm team from New Zealand to ever make it to the finals
00:12:47in Paris.
00:12:48What an accomplishment.
00:12:50Each team, M&M Memoir.
00:13:07Welcome to the stage.
00:13:08The spotlight is yours and your three minutes starts now.
00:13:12Can I have everyone close their eyes for a second?
00:13:16Think of a smell that takes you somewhere.
00:13:18It could be warm bread on a French street.
00:13:20For me, it's my grandmother's garden after the first monsoon rain.
00:13:24And just like that, I'm six again.
00:13:27Now, please open your eyes.
00:13:29That memory came back in milliseconds.
00:13:31Faster than any photograph and sharper than any video.
00:13:35This happens because smell is the only scent that connects directly to memory, bypassing every filter.
00:13:42This means we simply don't recall a scent, we relive it.
00:13:46Global Fragrance is a 62 billion euro category, growing 13% year on year.
00:13:51And now 71% of consumers expect products to be built for them.
00:13:55Yet the current market still asks, which celebrity do you want to be like?
00:13:59We are the most documented generation in history, but the least remembered.
00:14:02At Memoir, we ask the opposite question.
00:14:06Who have you already been?
00:14:08We turn our personal memory into a bespoke fragrance.
00:14:11I'm Madhav.
00:14:11These are my teammates, Nathaniel and Mihir.
00:14:13And we are team Australia and New Zealand.
00:14:16The science is already proven.
00:14:18Peer-reviewed research has shown that AI can translate images into bespoke scent profiles.
00:14:23And the infrastructure already exists.
00:14:26L'Oreal's own moddy face has been turning visual data into personalized beauty insights every day.
00:14:32The technology, alongside our omni-channel marketing strategy, are ready right now.
00:14:37At Memoir, sustainability sits at the core of our design, which is why the Flacon is crafted with aluminum.
00:14:43Infinitely recyclable with a 95% lower carbon footprint than glass.
00:14:47Refillable through a returnable bottle with an NFC chip that holds a code.
00:14:51Scan it or read the number in store and your composition reappears.
00:14:54Allowing you to reorder your refill in seconds without having to reopen your memory or start again.
00:14:58At €450 a Flacon and €100 a refill with a subscription-based option, Memoir holds a 68% gross margin.
00:15:07Their husband and father are gone.
00:15:09To relive his memory, they pull out a Polaroid.
00:15:13It captures what he looked like, but not what it felt like to be with him.
00:15:16That's the gap we close.
00:15:17So here's the model.
00:15:18You give it that photograph and it reads the moment.
00:15:20The flora, the fauna.
00:15:21And turns each into a scent.
00:15:23The wood, a woody note.
00:15:24The light, an amber.
00:15:26Every note has a slider.
00:15:27Dial it up or down until it matches what you remember.
00:15:30By the third pass, you're no longer choosing a perfume.
00:15:32You're authoring one.
00:15:34Memory is beauty's most democratic input.
00:15:36There's no faces, no skin tones, no body types.
00:15:38It's who you are and not how you look.
00:15:41Your composition then goes to a L'Oreal perfumer.
00:15:43And everything is built from a fixed set of primary scent families.
00:15:46Yet the permutations are virtually limitless.
00:15:49So Paris and Mumbai can each compose locally.
00:15:51And if it isn't quite right, you return it.
00:15:53Either in-store or online.
00:15:56Your photograph and everything read from it stays encrypted to you.
00:16:00L'Oreal sees instead the scent compositions and their patterns, region by region.
00:16:03Insights that influence every future fragrance decision L'Oreal makes.
00:16:07Scan the QR code and try it out yourself.
00:16:09Because beyond the model and the margins, memoir is your memory, your moment, your fragrance.
00:16:24Well, thank you so much team M&M memoir for such a good work.
00:16:29Actually, it was very impressive.
00:16:31Wasn't it?
00:16:34And now actually we will open the floor to our dear jury for their question for actually a two minute
00:16:41Q&A session.
00:16:43So the mic is yours.
00:16:48So the whole concept is based on image analysis, right?
00:16:52Yes, that is true.
00:16:53Okay.
00:16:54So based on image, how do you imagine the olfactive creation?
00:17:00I.e. what's gonna impact the olfactive creation?
00:17:04It's what you showed us on the picture.
00:17:05I.e. the colors, the mood of the image, which will inspire the olfactive creation engine.
00:17:10So what we take is the photograph or a voice note that a customer inputs.
00:17:15We take all the details in that the AI model does see.
00:17:18So this could be the bark of a tree, the smoke of a pipe smoke.
00:17:23It takes in all this and it matches those factors, all those components that it sees from the photographs
00:17:30into scent compositions of the 10 primary scent families that we have inputted into this model.
00:17:36This primary scent families are going to be bespoke to each region this is implemented in,
00:17:41as each region would have a specific celebration, specific lifestyles that they implement the model on.
00:17:48This, from the scent compositions, then the person, the user will be able to co-author this and implement their
00:17:56own updates, their own...
00:17:58Okay.
00:17:59Their own...
00:18:00Understood.
00:18:00Yeah.
00:18:03I have a question.
00:18:04What is the technology behind?
00:18:06How are you going to do...
00:18:08You have an image recognition, but how are you gonna translate that?
00:18:11What kind of foundational model are you gonna use?
00:18:15Yeah.
00:18:16So the scent composition, it creates a report and it sends this to the pre-existing L'Oreal headquarters and
00:18:21manufacturers.
00:18:22And they use methods and methodologies that have existed within L'Oreal for ages.
00:18:26So the actual technology itself is the image analysis and the composition extraction.
00:18:34The perfume creation itself is created with expert L'Oreal perfumers who have been working with such compositions and such
00:18:41patterns for ages.
00:18:42So we are taking bases from L'Oreal's technology such as Modiface, which has had a pipeline of integrating new
00:18:49technology and integrating new software and new databases and implementing new technology on the software database models that L'Oreal
00:18:56already has.
00:18:57So we want to tap into and tap into and get the information database and from the database be able
00:19:04to get all the scent compositions that we see from the photograph.
00:19:10And do you imagine also that there is a kind of a perfumer that might also finalize the composition or
00:19:18it's only tech and technology doing the fragrance?
00:19:23So that's a great question.
00:19:26The composer gets the scent compositions and he is able to see what intensities he has to implement those scent
00:19:34compositions, not the details of the memory.
00:19:36And he's able to implement that and deliver that to the user.
00:19:38Once the user believes that it's not right or not just right, they can send it back with updates on
00:19:45additional information and additional details they remember and then get it to be as close to the memory as they
00:19:50remember.
00:19:50Well, thank you so much, dear jury, for so insightful questions.
00:20:02And of course, congratulations to M&M Memoir, such a good job.
00:20:08And now, please welcome to the VivaTech stage a team whose name seems to be manifesting success.
00:20:16It's team manifesting.
00:20:35So all right, team manifesting, this is your moment, so show your vision, take it away.
00:20:54Every day starts with a purpose.
00:20:57From pushing limits to chasing opportunities.
00:21:02Different moments make different impressions.
00:21:05So why are we still expected to wear just one fragrance?
00:21:1585% of men's believe that different fragrance for different occasions, but yet nothing was bad for them.
00:21:22Not because they don't care, but because today's fragrance experiences is unpractical.
00:21:27And in the current market, women are leading the fragrance market.
00:21:32But men are growing up faster than ever.
00:21:37More users and more occasions.
00:21:39So why is fragrance is only built for one version of men?
00:21:42That's why we present you the ultimate ecosystem.
00:21:46Three integrated solutions.
00:21:47A Zaro Ultimate wanted.
00:21:49Three chambers in one bottle.
00:21:51Zaro App and the MagSafe perfume.
00:21:53And this is the new and the next evolution of Wanted.
00:21:58Okay, now I will take you on how to actually utilize this ultimate experience of A Zaro.
00:22:04So first, we have consult.
00:22:05Here in Zaro App, you can ask whatever your schedule is, whether it's working out, going to the office, or
00:22:11even date night.
00:22:12And it will give you the perfect scent recommendation based on what you do today.
00:22:16And next, you can select your scent.
00:22:18So here, you can twist the dial on your bottle.
00:22:20And here, you can just spray it everywhere.
00:22:23And next, you can layer.
00:22:25So here, you can spray it alone or blend to craft your signature aura.
00:22:29And here, we have three chambers, which is Ultimate Blaze, Ultimate Rise, and also Ultimate Eclipse.
00:22:35And here, is it one bottle, three chambers, seven scent, and also infinite confidence.
00:22:42But what if I didn't carry any bag?
00:22:44Okay, so here comes the MagSafe.
00:22:47You can snap the MagSafe on your phone, and you can directly bring it everywhere you go.
00:22:52Because practicality is the key.
00:22:55Your phone will never leave you, so does your scent.
00:22:58And here, the perfect thing is you can control everything from your phone.
00:23:04And now, when you're done with everything, you can just return the empty glass chamber.
00:23:09And this is our sustainability initiative, which is you can earn zero points and also redeem them for your next
00:23:15flight.
00:23:16Luxury today is about owning something that is personalized and feels uniquely yours.
00:23:21Actually, luxury is about everything that's accessible for C, 2C, 2F, and of course, reading with the Braille.
00:23:28Because now, man doesn't live at once.
00:23:30That's why we create Ultimate Wanted, a fragrance experience that sees a man through who you are and also Azure
00:23:37Ultimate Wanted.
00:23:38And next, is the self-expression, the freedom, attraction, and confidence that Azure man and our customer can choose everything
00:23:46that you are.
00:23:47Of course, the personal identity.
00:23:49And three access to Ultimate Wanted.
00:23:52And three access to Ultimate Wanted.
00:23:52First, the Azure Ultimate Wanted.
00:23:54Ultimate Ecosystem.
00:23:55Make safe attachment.
00:23:56And all coming with a good starting point price.
00:23:59Because a fragrance should not ask a man to choose one version of themselves.
00:24:05Because one man, many more men, one Azure.
00:24:17Thank you so much, Team Manifesting.
00:24:21And it is now time for our jury's questions.
00:24:27Hello, congratulations.
00:24:30It's a very, very smart approach for layering and new usage in perfumery.
00:24:36My question is about, it's about, it's for AdZaro, but we have many, many brands in our luxury portfolio.
00:24:43How do you preserve luxury feeling in this initiative?
00:24:48In the storytelling or in the device?
00:24:51How preserve the luxury level?
00:24:54Okay, so for the luxury level, maybe, my friend, come to the slide.
00:24:58Because we have an appendix here.
00:25:01And basically, we have two strategies.
00:25:03First, we will make a seasonal edition for our make safe.
00:25:06Because, you know, our target is Azure Market, which is they like something that's status-seeking.
00:25:12And also, the brand identity is really, really relevant to us.
00:25:15Wait a minute.
00:25:17So, first, we will make the special edition.
00:25:20Because we know who is our target market.
00:25:22First, we will collaborate with F1.
00:25:24And also, we will collaborate with Bad Bunny.
00:25:26Because we want targeting American market.
00:25:29And of course, the Latinest market.
00:25:31And also, we will make a personalized.
00:25:33Because we want this product.
00:25:35It's not just a short-term product.
00:25:38But we want this as a long-term product.
00:25:39So, we will make a more personalized chamber for everyone.
00:25:43Especially, Azure target market.
00:25:47Thank you so much.
00:25:48Can you change the fragrances?
00:25:50So, say you, you know, you use your one chamber.
00:25:53And you've used it all up.
00:25:54When you go back to the pot, can you change it for a completely different set of three?
00:25:59Yes, of course.
00:26:00So, here in our fragrance, it has one bottle.
00:26:03And also, three chambers.
00:26:04And it can go up to seven cents.
00:26:06So, you can choose whether you want to actually spray just one chamber, two chambers, or three chambers.
00:26:11You can just layer it whatever you like.
00:26:13So, it matches with your every occasion that you do today.
00:26:18How about the cost?
00:26:19What is the cost of goods?
00:26:20Because you have a lot of technology in there.
00:26:22Usually, it's a glass bottle.
00:26:23So, how are you going to manage that?
00:26:25Yes, the cost is really good.
00:26:27Because our gross margin is around 70%.
00:26:30The gross margin itself.
00:26:32Assuming what cost?
00:26:33Assuming what cost of goods?
00:26:34Yeah.
00:26:35Basically, it's really good.
00:26:37Because like, this is also the referable.
00:26:39So, basically, our target, Michael, just buy the bottle itself.
00:26:43Not like the oil bottle itself.
00:26:46But like, just the inside bottle.
00:26:48The chamber itself.
00:26:49So, the cost is really, really cheap.
00:26:51And our cost is using like, the best materials.
00:26:55Which is like, this is the metal and also the glass.
00:26:59They're really, really cheap.
00:27:02Yeah, that's basically it for our financial protection.
00:27:05Okay.
00:27:07Thank you so much, Manifest, Tim.
00:27:09And love the F1 collaboration.
00:27:12Thank you so much.
00:27:19Next up, a team whose product was inspired by a small but very relatable problem.
00:27:24Never having a lighter when you want to light a candle.
00:27:27Come take the stage.
00:27:29Team Uniblock.
00:27:42Team Uniblock.
00:27:44It is your time to shine.
00:27:46Your pitch begins now.
00:27:50The world moves faster.
00:27:52Anxious.
00:27:52On the side.
00:27:53So we look back.
00:27:55To find comfort.
00:27:56Connection.
00:27:58A way back to ourselves.
00:28:0279% of us exert nostalgia every week.
00:28:07The real desire isn't the past.
00:28:09It is the emotional comfort we once felt.
00:28:13Scent gives our comfort a form.
00:28:15Personal, emotional, and restorative.
00:28:19Welcome to Replica Memory Lab.
00:28:22Inspired by Replica's language of memory.
00:28:25And Missou Majel's philosophy of deconstruction.
00:28:28Memory Lab.
00:28:29Reconstruct your personal memory into scent.
00:28:32Bringing that sense of comfort back to home.
00:28:35The system consists of three parts.
00:28:38The hub.
00:28:39The pod.
00:28:41And the capsules.
00:28:42It all begins with memories.
00:28:45You upload a meaningful image.
00:28:47Our vision to Aroma AI.
00:28:49Which is color, texture, and emotional tone.
00:28:53Turning memory into the same language across nine fragrance families.
00:28:57From there, the hub calculate the base and ratios.
00:29:01And blend them into your personalized sense of comfort.
00:29:06Once created, you can place the pod anywhere in your home.
00:29:10Helping you feel welcomed when you're walking.
00:29:14Focused when you work.
00:29:16And relaxed in your dream.
00:29:18With smart home integration and voice control.
00:29:21The fragrance becomes more accessible.
00:29:24No longer requires perfect ability.
00:29:27The scent guides the mood.
00:29:28And the atmosphere simply happens.
00:29:31Our system is not only smart, but also scalable.
00:29:34We first enter premium hotels and art galleries.
00:29:38Where scent becomes an immersive offline experience.
00:29:42Then, in the replica boutique.
00:29:44One-to-one consultations.
00:29:46Helps you find a scent that feels the most comforting.
00:29:49And bring it home through a memory lab starter scent.
00:29:52From there, our service continues through our 4R system.
00:29:57Refill and refine helps the system learn your scent preferences.
00:30:01Building a unique personal scent profile.
00:30:03Return and reward support sustainability through capsule recovery.
00:30:08While keeping you engaged in the replica ecosystem.
00:30:12Together, it is a recurring scent service that grows more personal over time.
00:30:18Ultimately, what we are building today goes far beyond a product or a service.
00:30:23Every scent created through memory lab contributes to a growing fragrance intelligence system.
00:30:29One that can preserve how a generation remembers the scent of the city and the feeling of belonging.
00:30:35In the end, memory lab returns fragrance back to memory.
00:30:39Back to the home.
00:30:40And back to you.
00:30:49Wow.
00:30:51Impressive work.
00:30:53Impressive work.
00:30:54Team Uniblock.
00:30:56And now we leave the floor for jury to ask their questions.
00:31:00I have just one question, please.
00:31:02Technical question.
00:31:03What is the technology of diffusion behind the device?
00:31:07Is it piezo?
00:31:09Is it piezoelectric?
00:31:12What is the system of diffusion?
00:31:14So within the system, there's nine capsules.
00:31:17And upon each capsule, there's a diffuser and a pipe linked to the capsule.
00:31:22Can we have our slides back?
00:31:23Appendix, please.
00:31:26But within each capsule, there's a diffuser.
00:31:29So basically, the scent pumps up from each capsule and it diffused together on the top, creating this atmosphere.
00:31:39Which we have a working prototype that just demonstrated that.
00:31:42And the final diffuser is piezoelectric diffuser.
00:31:45Yeah.
00:31:48I have a question.
00:31:49How heavy is it?
00:31:52Like how easy it is to move, basically, throughout your house?
00:31:56Well, so for now, the weight is about five kilograms, which is like a bit heavy for a device, but
00:32:04it still can be improved.
00:32:05In the end, the device will be smaller and will be more suitable for the house and will look very
00:32:10delicate.
00:32:10Yeah.
00:32:11That's our first prototype, so we'll improve over time.
00:32:14Yeah.
00:32:16Congratulations.
00:32:17Very exciting home fragrance creation.
00:32:21Just a more marketing slash strategy question.
00:32:25Why the Margiela branding?
00:32:27Apart from the fact that you love Margiela fashion, apparently.
00:32:30But what was...
00:32:30Yeah, of course.
00:32:31Can we have our slide?
00:32:33Okay.
00:32:33Okay.
00:32:33So we chose Margiela personally because I'm a Margiela lover and Replica lover specifically.
00:32:38That's a good reason.
00:32:39That's a good reason.
00:32:39Okay.
00:32:40No, but that's not the only reason.
00:32:41The reason we think is because Replica gives this memory to scent language.
00:32:46Every scent memory blob already...
00:32:48Replica already captures, like a Lazy Sunday, a Jazz Club, already highly linked to our memory.
00:32:54So our product is a natural extension of Replica itself and Margiela.
00:32:59So, yeah.
00:33:00Very good answer.
00:33:10Well, if not any more questions, we actually made an interactive experience because we've
00:33:17still got 30 more minutes, 30 more seconds of Q&A.
00:33:20So, yeah.
00:33:21People can enjoy to see how your memory actually turned into a scent ratio.
00:33:25So, yeah.
00:33:26We'll leave the slide to the demonstration.
00:33:27Feel free to scan a QR code.
00:33:29Yeah.
00:33:30Thank you so much, Margiela lovers, for this presentation and this experience that we're
00:33:35about to unleash.
00:33:36You can now take your seats and thank your question for the insightful questions.
00:33:45So, our first finalists are three friends who describe themselves as completely different
00:33:50characters, yet who combined to create an inseparable powerhouse.
00:33:56It's Team Ho Wheel.
00:34:16Wow.
00:34:21Great.
00:34:21This is your moment.
00:34:22So take it away.
00:34:24A round of applause, please.
00:34:32Here's Jennifer. She loves perfumes. However, there's a critical problem. She works as a
00:34:38professional chef. To protect her customers' dining experience, wearing her favorite perfumes
00:34:44is something she can't even dream of. In other words, she's facing a dilemma between consideration
00:34:50for others and expression of herself. Like Jennifer, surgeons, animal handlers, flight attendants
00:34:56face this same dilemma. Why? Because of the cruel truth of fragrance is that self-expression
00:35:02can be someone else's ultimate discomfort. 32%. In a global study, nearly one in three people
00:35:11said they had suffered from someone else's scent. Fragrance isn't just about you. So we built
00:35:17this for Jennifer and for every professional who wants to strike a balance between work
00:35:22and self-identity. Everyone, we're introducing Maestro. Maestro is fragrance patch. Just three
00:35:30centimeter size, you don't have to carry heavy perfume bottles anymore. With a simple touch,
00:35:35you can mute, switch, and layer your scent. Every cartridge carries a logo of its brand giving
00:35:41a luxury experience. This luxury patch will be the next generation fashion item.
00:35:47So, how to use it? Okay. First, pull the patch and apply to any parts of your skin. Then snap
00:35:54on a
00:35:54cartridge, magnetic, it's super easy. This holds two millimeter and lasts for one week. And how to mix?
00:36:00This half and half lets you layer two scent at once. And if you want to charge, it just takes
00:36:0610 minutes
00:36:06and lasts for three days. And let's take a closer look. The cartridge is made of biodegradable materials.
00:36:13The middle layer uses silver nanowire enabling fast on and off control. The last layer touching
00:36:19your skin uses GeckoTip technology, so no residue and reattachable and reusable. Back to Jennifer's
00:36:26life again. She can control everything through the smart app. Turn the scent on or off and control
00:36:31intensity with just one touch. When she enters a restaurant, Maestro automatically activates
00:36:37professional mode, which she already customized. And while she's meeting her partner, it'll switch
00:36:42to romantic, layering Libra and Mon Paris at the same time. As these lifestyle patterns accumulate,
00:36:49AI learns and evolves, and it becomes a private scent secretary that works perfectly and exclusively for
00:36:56Jennifer. And this is our ultimate goal. Walk into any department store, and this is what you'll
00:37:03encounter. A space to experience the new luxury firsthand. And customers can easily reorder cartridges
00:37:09via our app or our website. Consideration will be the new luxury. So we want to open a new luxury
00:37:17era
00:37:17with L'Oreal. We're not just selling a device. We're selling a respect for others. And the freedom to be
00:37:24yourself within that. We're selling a considerate attitude. Control your scent. Maestro. Thank you so much.
00:37:36Fantastic work, Tim Oreal. You are maestros. So now, jury, you heard the pitch. Time for the questions.
00:37:46Congratulations. Very interesting. Thank you so much. And how can I say? I like the wearable
00:37:52aspect of it. I think it's very on trend right now. Just a question. So to understand properly how the
00:37:58juice diffuses into your silicone pad, how does it work? Can you explain us a little bit? Can you get
00:38:04back to your technology maybe charts to explain us? This is the part I am? So tech guy will explain
00:38:11about it. Okay. Okay. So tech guy, tell us. Thank you. First, we can control this device by the app.
00:38:20So
00:38:20when we turn the fragrance, the smart core part is activated, and it hit the second layer, the
00:38:32heating mesh. It's made by the silver nanowire, because it can be easy to chill and easy to heat by
00:38:37just the 10 seconds. And on the heating mesh, the first layer is the fragrance cartridge. And if you
00:38:44want, whatever the fragrance, you can put the fragrance. So I want to tell you, what I want to tell
00:38:54you is
00:38:54the fifth layer is very important. Could you explain it? Yes. The fifth layer, we use the Gekko Tape
00:39:00technology. We look to the data. The hospital use that kind of material. So no residue and there's no
00:39:07allergy. So and eco-friendly. Yeah. Thank you. Thank you. On a more, I would say, emotional side,
00:39:17I think it's really important to have a great consideration for others, but also for yourself.
00:39:23Yeah. So do you imagine as it's a patch that this fragrance diffuser can also have an impact on
00:39:30yourself? Like just infusing some ingredients, some to be more energetic, to be calmer, to be...
00:39:39Mm-hmm. So yeah, as you said, we can just change our persona. Like when you want to be energetic,
00:39:45you can
00:39:46be. When you want to be romantic, you can be. And also our main concept of this product is that
00:39:51we
00:39:51care about other people. So looking cool is important, right? But we think it is also important
00:39:57to consider other people who may suffer from the fragrance or allergies to fragrance and everything.
00:40:04So yeah, that's why we wanted to open this new luxury era with L'Oreal because it's the company that
00:40:10cares about other people like Hapta, which is also cares about disabled people. So yeah. Thank you for
00:40:17your question. One last question on the tape. Tell me about the tape. How do you reapply this? I didn't
00:40:22understand. So you use this Gecko technology and then how do you reapply it? Is it like something that
00:40:28comes off and you put back on? Actually, there's a product and then you buy the cartridges and then you
00:40:37just pop it up and then just put it on. So when you put it on the cartridge,
00:40:41it automatically has the tape. It's like a magnetic. Okay. Okay. Thank you. Congratulations,
00:40:47Team Uriel. Thank you for listening. Bravo. Now let's welcome a team that, believe it or not,
00:40:57never worked together before this competition. And now they're our best friends. That's the power
00:41:03of Brandstorm. Team Three Notes, come to the stage.
00:41:19This is your moment. The stage is yours.
00:41:25Every luxury fragrance sells you a fixed identity. Sweet, seductive, daring, mysterious. A singular mood,
00:41:34a singular muse. Wear this. Be this. But no one is so easily contained. Consumers are already shifting
00:41:42from a signature scent to fragrance wardrobes up to eight. What if your scent could move with you
00:41:48instead of defining you? Introducing Prada Capture, the first dissolvable fragrance sheets designed to
00:41:56be customized and layered within a 100% post-consumer recycled aluminum case. Consumers receive 180
00:42:04ultra-thin pollutant sheets divided across three accords, lily of the valley, pieni, and honeysuckle.
00:42:11To wear? Simply select an accord, place the sheet on a pulse point, and rub until dissolved to disperse
00:42:18the encapsulated fragrance oils. Prefer something brighter in the morning? Start with lily of the
00:42:23valley. Are you going out later and want some warmth? Add on honeysuckle. Lightweight and travel
00:42:30friendly, Capture is a scent as unpinnable as the wearer, made to move with you throughout the day. And why
00:42:38these accords in particular? Each note highlights one of these three mute flowers, which have scent
00:42:43molecules too fragile to extract via traditional distillation or solvent methods. Capture leverages
00:42:50Osmobloom, L'Oreal's exclusive airflow technology, to bring their pure scents to market for the very
00:42:57first time. And in a world where dupe culture has surged 49%, that exclusivity matters.
00:43:06Uniquely nozzle free, Capture doesn't require the grip strength of a traditional fragrance.
00:43:11It's alcohol free formula also makes it suitable for those with sensitive skin.
00:43:16When the sheets run out, purchase refills for $45 to slot into the biodegradable accordion file.
00:43:22The case is made to outlast its first life, so repurpose it however you like.
00:43:27Cold. Funny. Too much. Shy. To reach consumers will tap into this universal frustration. The gap between how
00:43:36the world reduces you to a single story and the full complexity you know yourself to be.
00:43:42This will roll out as an out-of-home copy campaign across high-traffic public spaces in major cities,
00:43:49communicating Capture's philosophy that you are not to be defined. To drive consumers from awareness to
00:43:55purchase, this rollout will simultaneously be supported with sampling, eventing, and paid initiatives
00:44:01focused on product education. For $185, Capture offers three never-before-smelled scents.
00:44:09Delivered in a dissolvable sheet format. Meant to be layered and carried with you throughout the day.
00:44:14Prada Capture, the fragrance where you decide.
00:44:25What an impressive work. Thank you so much, Team 3Notes. And now it's time to dig a little bit
00:44:33deeper with the jury questions. Beautiful project. Congratulations. Beautiful imagery.
00:44:39Tell us about the name Capture. We named it Capture because we are capturing these mute flowers.
00:44:47that have never been extracted before through Osmobloom. And it's also a play on words,
00:44:52because it juxtaposes with our story that the user's ever-changing and can't be captured.
00:45:02And first, thank you for bringing a bit of
00:45:06poesy in this world of tech. Thank you so much. We know that today, one very important insight in
00:45:14fragrances is the performance, is the intensity, the sillage, as we say in French. How do you ensure
00:45:21that this new way of using fragrance really ensures the right intensity?
00:45:29So, we do acknowledge that this doesn't have the sillage of a traditional alcohol-based fragrance.
00:45:35However, because of its oil properties, as well as the polulin film's moisture-retaining properties,
00:45:42this is actually projected to be even longer lasting than a traditional oil fragrance,
00:45:46at 8 to 12 hours. And so, the trade-off is the consumer has a much longer-lasting scent.
00:45:51And because we're encouraging that you take it throughout the day and you add on and layer your
00:45:57scent, you will continuously, as you change your scent, add to the strength of the scent. And what
00:46:02we are doing here is taking that traditional fragrance pyramid and telling the consumer,
00:46:07you get to decide your top note of the day. You get to decide your base note. If you want
00:46:11to change
00:46:11what is your top note from morning to evening, you can pick a new top note and it will strengthen
00:46:16your scent.
00:46:18Just wanted to say congratulations for this very poetry and holistic experience, emotional experience.
00:46:26It's irresistible. Thank you.
00:46:39Thank you again, Team 3Notes. So now, with the final pitch of the day, a team who started out as
00:46:49academic rivals at university before deciding to combine their creative strengths and to create a
00:46:57winning idea. It's Team Alt Alternative.
00:47:11The stage is yours and your three minutes starts now.
00:47:15Six thousand-cent launch, but many cannot survive the second year, leaving immense waste. Why?
00:47:23Because fragrance today is boring and invisible. But we are the ball haters. We hate boring things,
00:47:32including the repetitiveness and similarities of all fragrance. We want something more exciting,
00:47:38and that's why we need Jack Moose right now. The real balm that has redefined luxury fashion for its
00:47:46imaginative, unexpected, and cyclical-challenging aesthetic that is beyond expectation. Well now,
00:47:55it is their time to redefine luxury fragrance together with Florian. Introducing
00:48:01La Match, an innovation that combines scents, art, and creativities all together. This,
00:48:10ladies and gentlemen, this is the future of fragrance. So, let us take you to the Mediterranean
00:48:17that carries Jack Moose's memoir with his beloved mother on a summer breeze. To begin, install the
00:48:23three scents captured in. Then, choose your perfume to wear. When you're ready, choose wherever you want
00:48:30and print it on. And when you want a scent to be released, gently rub on a tattoo and let
00:48:37the warmth awaken the scent.
00:48:38The first three scents collection captures three key memos. The ember, evoking the scents of family
00:48:46bondings among the fireplace. The salt, the salty air drifting in from the Mediterranean sea. And the laundry,
00:48:55evoking the memory of family bondings among house corset on the south of France. This match-shaped tattoo
00:49:04sparks creativity in countless ways. You can slay with your own design or play with it above your skin on
00:49:13the belongings that tell your own stories. Now, we don't simply sell it, we make people crave it. So, how
00:49:21do we
00:49:21make Le Match impossible to ignore? We will start with a bold pop-up stunt with an intimate private party
00:49:27inviting more haters, the ones who are untamed, unpredictable and unfiltered. And for the first drop,
00:49:35Le Match will exist only offline. No website, no checkout button, just curiosity and making people ask,
00:49:43Huh? Where did you get that? Yes. And when the obsession risk is peak, we then scale online,
00:49:50turning the FOMO into the mass desire. The Le Match with the three cartridge costs for 2 to 5 euros,
00:49:57then the profit engine lies in the refill with 29 euros for each new unit. We start in France and
00:50:04UK
00:50:05first, then expand to the US and Asia. So, together with this creation of arts, sense and creativity,
00:50:13together with us, let's break the board!
00:50:32What a pitch and great choice of brand to work on. So, now let the jury ask their questions.
00:50:40Yes. Are your family members here or is something happening? I don't know. But just to ask you,
00:50:46can you tell us about the technology? Like, how does this work? You're printing something,
00:50:50it's inkjet printing, how does it work? Yeah, it's a semi-permanent temporary tattoo,
00:50:56and the technology behind is microencapsulation. We will encapsulate the sense and then mix with the
00:51:03cosmetic ink and then it will print it on your body and the capsule is activated by heat. It's
00:51:10thermal responsive called PNIPAA and when you rub it, it will generate friction and heat. So,
00:51:16it will break and release the scent. Okay. Yeah, I can also, can we have the slide back please? Thank
00:51:24you.
00:51:26Does it work only on skin or you can also like perfume your bag, your jacket? Yes, it works on,
00:51:34sorry, it works on anywhere as well as you start like rubbing it and generate the heat, it will,
00:51:43but the perfume will come out. Yeah. Yeah, we have the prototype of the match tattoo here. Oh, actually,
00:51:52I got it in my pocket. We'll give you one later.
00:52:04The name obviously is inspired from the shape of tattoo you create. Yeah. Do you think it works with
00:52:12your anti-bore philosophy, this name? It's a tricky question. So,
00:52:24people think that being anti-bore needs something very big, but we think that it starts with the most
00:52:31simple form, a line. And with the single line, you can, being imaginative, you can be unlimited
00:52:38creative abilities that with a single line can create everything. And that is the point of being anti-boring.
00:52:51One more question.
00:52:55Some perfume tattoos already exist on the market. What is your differentiation actually?
00:53:01So our differentiation is firstly, the personalization that people can create any designs that they want,
00:53:08and secondly, is the micro encapsulation technology that allows you to activate it whenever you want.
00:53:14And if it tells you that it's too expensive to be developed, on which part of the mix are you
00:53:24ready to sacrifice?
00:53:30The 4P mix, you mean? Yes, in the mix. If it's too expensive to develop,
00:53:39what part of the mix do you sacrifice? Yes. So for the cost of producing the product,
00:53:46we recommend you to mass-produce it in Vietnam because it will have a cheaper, uh, cheaper technology,
00:53:52yeah, cheaper materials. And we have calculated, we have calculated, yeah, we have,
00:54:01yeah, so we have calculated the cost and the profit engine is about 75%. Yeah.
00:54:10Yeah. Woo. What an anti-boring team. Yes. Big round of applause. Thank you very much.
00:54:16Thank you. Thank you. Congrats.
00:54:32So a last round of applause for team Alt Alternative, please. Thank you for this moment.
00:54:42And actually, I just want to say to all brainstormers in the room,
00:54:47you should be so proud of yourself today. What impressive pitches.
00:54:57So many months of creativity infused in so powerful demonstrations. Bravo.
00:55:03And now, jury, it's your time for you to go to the deliberation room.
00:55:08They have an incredibly difficult task. Choosing which of the six teams will be crowned the 2026 champion.
00:55:18And while they deliberate, we invite you into another sensory experience.
00:55:25An experience where technology, nature, and emotion converge into something totally unique,
00:55:32and actually trendsetting. Yes, Bastogne, and above all, historic. That's because L'Oreal Fragrance Design Geniuses
00:55:41teamed up with the world's first museum of AI art, Dataland. The exhibit opens in Los Angeles tomorrow,
00:55:49but we have brought the experience to Paris just for you. Please discover Machine Dreams Rain Forests.
00:56:01Our life is changing. We are questioning creativity. We are questioning reality.
00:56:12I mean, it is a fascinating time to create art.
00:56:24What would happen if these artworks could be sent, smelt, and felt?
00:56:41We co-create with Refik a totally new experience here in Los Angeles in the first AI arts museum in
00:56:48the world.
00:56:49I didn't know that till this experiment is really possible. And what I learned, of course,
00:56:54from L'Oreal Laxtean, that that's actually possible. That's a whole new world.
00:57:05The story of this first exhibition, Machine Dreams Rain Forests, started almost three years ago.
00:57:12It was at the same time the larger language models were just arrived.
00:57:17As an artist, I'm in love with nature. I believe the nature is the most important thing we have.
00:57:21When I tried those AI algorithms back in time, they were not aware of nature.
00:57:26Me and my team pushed forward the world's first AI dedicated to nature.
00:57:33And we asked permission from incredible institutions to use their data.
00:57:40And then we asked our partners to allow us to train these models.
00:57:44But this form was missing something.
00:57:48Without smell and scent, it was missing the depth, the emotions, the memories of the experience.
00:58:01Refik has a strong vision. It's not only about a visual effect.
00:58:06You really want to activate the five senses. And this is where L'Oreal Lux is coming.
00:58:13It was a very pioneering project, this Data Land, to try to illustrate olfactively this jungle amazonian 3D.
00:58:21We used for this very specific briefs, many exclusive ingredients.
00:58:26The extraction technologies such as the Smobloom, exclusive to L'Oreal,
00:58:30which allows us to capture the unique smell of the fresh flowers.
00:58:33We really get out of the classic use, the conventional use of the perfume.
00:58:37We feel the air, we feel the mountain, we feel the humidity. It's very organic.
00:58:43And thanks to the smell, we're encapsulated and it's absolutely époustouflant.
00:58:49Of course, for me, it's a dream as an artist, like such an incredible partner that pushes forward.
00:58:55These new molecules, finding these new feelings and emotions inside these machine dreams.
00:59:04All visitors will be equipped with a necklace.
00:59:07And the necklace contains 12 fragrances.
00:59:10And they have nothing to do. They just walk through these amazing spaces, through different rooms.
00:59:16And depending on the images generated by AI, the necklace will release the fragrance
00:59:22that fits what you see on the screen. Everyone will smell different fragrance based on where they are in the
00:59:29museum.
00:59:30The technology at DataLand is a cutting edge, medical grade, sensors that can allow us to connect the museum with
00:59:38our audience.
00:59:39Heartbeat, body temperature, skin conductance, which is this beautiful goosebump moments that we all can feel.
00:59:45Réphique réinvente l'art muséal, et on réinvente avec cette expérience poly-sensorielle,
00:59:51complètement immersive, la façon de visiter des œuvres d'un musée.
00:59:56On ne regarde pas juste le tableau de la forêt amazonienne, mais on la ressent du plus profond de son
01:00:01être.
01:00:02That is a moment that is very special, that the artwork can listen, the scent system can respond.
01:00:13And we believe we finally invented a new art form.
01:00:25Hello everyone, my name is David. I am in charge of the communication for L'Oréal Luxe.
01:00:30And what you've just seen with this video is not just a cultural partnership.
01:00:34This is an illustration, the illustration of what we call at L'Oréal Luxe, culture de l'écart.
01:00:40So it's very French. A way to translate will be the twist culture.
01:00:44Actually, it's more than a sense of purpose.
01:00:46It's the way we think, the way we create, the way we innovate, like many of you in the room,
01:00:53to create what we call in French, this écart.
01:00:56How we are different and creative.
01:00:58And today, I'm joined with Véronique Ferval.
01:01:01She's leading international fragrance for L'Oréal Luxe.
01:01:04And she had the pleasure to work closely with Refik Anadol to create these 12 amazing fragrances.
01:01:11So today, she will explain all this creative journey.
01:01:14So how was it to work with Refik Anadol, Véronique?
01:01:17Thank you, David. And hello, everyone.
01:01:19We're going to try to take a little bit of the experience to you today.
01:01:22So it was absolutely amazing to work with Refik.
01:01:25And for him, it was about making the invisible visible, making the data invisible visible.
01:01:32For us, it was really bringing the rainforest to you and making the unreachable reachable.
01:01:38How did we do that?
01:01:40We worked with Refik in parallel.
01:01:42He created his visual data and he worked on the soundtrack as well.
01:01:47And on our side, we created a playlist, a sound playlist.
01:01:51So this is not a perfume. It's about activating our five senses to create deep emotional memories.
01:01:59And to do this, we stepped out of our everyday to create 12 living scents and a fully immersive experience.
01:02:05Thank you. So actually, there is a lot of creativity, but also a lot of technologies.
01:02:10Can you tell more about what technology did you use to create these fragrances?
01:02:14Yes. So we use two main technologies today, and you discovered one of them, actually, with the American team.
01:02:21The first one is the headspace. I think a lot of you know headspace.
01:02:25It's an olfactory photography. So headspace is about capturing the olfactory molecules of a living object.
01:02:33It could be a flower. It could be a croissant, for example.
01:02:38And then with human nose, we rebuild the scent. We use the data and we recreate the scent.
01:02:43It's really magical. The second one is the Osmobloom extraction.
01:02:48This is completely new and exclusive to L'Oréal.
01:02:51And we actually collaborated with our partner, Cosmo, to deliver this technology.
01:02:56So as you saw, you know, a few minutes ago, the technology is about layering petals of flowers
01:03:04and infusing air through the petals to then extract the real product. So absolutely amazing.
01:03:11Thank you very much. So actually, it's very difficult to imagine. So what we have done,
01:03:17we are bringing L.A. data land here in Paris, Port de Versailles in VivaTech. So in your seats,
01:03:23you can see between your shares an envelope exactly like this one. Please take it because we are going
01:03:29through three of these amazing scents. We'll go one by one so you can send, feel what the creation,
01:03:37the result of this creation that also the visitor in L.A. can experience. So I give you a few
01:03:43minutes.
01:03:44You can take your envelope. You can open it. So wait a little bit. Just a little bit.
01:03:49So just one piece of information. So this is called a blotter. This is our really everyday tool.
01:03:55You use it from the thick side. You smell it quietly, you know, slowly. Don't touch your nose,
01:04:01because it's very strong. And so then you can start. So you're going to start with synthetic essence.
01:04:08So take the first one, smell it, take your time, enjoy. So this was really a challenge, you know,
01:04:17that we had with this project, which is to create a very abstract smell, the smell of data. So how
01:04:25does
01:04:26data smell? How does technology smell? So you can see two different elements. On one side,
01:04:36you have this very metallic, electric-like spark of aldeides. It's a raw material that we use in
01:04:44perfumery. And on the other side, we decided to make it bloom and augment the sillage to blend it
01:04:52with something that's also more organic, more human, actually, which is a new type of musk. So this is
01:04:59really what we wanted to do. And it's our own way to look at sound fiction.
01:05:08Thank you. I'm quite impressed to see 600 people smelling blotters. It's really amazing.
01:05:14I really like the name of sound fiction, because it's true, it's really ahead and avant-garde. So now,
01:05:20let's talk about the second one, which is more like earthy, like the rain on the Amazonian forest.
01:05:26Okay, so take the second blotter. It's called Petrichor Memoria. And for this one, I would like you to close
01:05:34your eyes.
01:05:36So close your eyes, take your time, and imagine you are standing on the floor of the Amazon jungle.
01:05:44A tropical storm has just hit, and you can smell that dark, rich, humid soil waking up.
01:05:54Okay, so now open your eyes. And this is really an incredible sense. The universal sensation that you
01:06:03just had as a name, it's called Petrichor. And it comes from Petra, which is the earth, and Icor,
01:06:11which is the blood. So it's the blood of the earth. And in perfumery, we have actually a molecule that
01:06:18we
01:06:18use in this case called geosmin, which is actually occurring naturally in the earth. So we blended
01:06:25geosmin together with also another traditional material, which is called patchouli. It's a special
01:06:32kind of patchouli to layer and bring also a little bit more of an organic feel to it. So this
01:06:39scent is
01:06:39more immersive, very different than the first one. It's more environmental and more immersive.
01:06:45And now it's about to discover the last one, I should say, the masterpiece of this exhibition.
01:06:50It's very unique because it's impossible, almost impossible, should I say, to smell it in the real
01:06:55life. Because it's the flower that blossoms only once a year in the rainforest. So how did you manage
01:07:03to capture this fragrance? So let me introduce you to this very elusive rare flower that blooms once a
01:07:11year in the rainforest during the night, only for 12 hours. So we did an expedition in the rainforest
01:07:21and we used the headspace technology. So this kind of, you know, olfactory photography. We captured
01:07:27the smell of the moonflower. It's called moonflower. It's actually a cactus flower. And, you know, if you
01:07:34can smell, you can feel this kind of solar, very narcotic, petal-y heart that we also wrapped with
01:07:43vanilla. So it's a vanilla absolute to bring depth to the flower. So we really wanted to make this
01:07:51moment very eternal to you. And it's actually a pinnacle of the show as well. And I really invite you
01:07:58to
01:07:58go to LA if you can and go to Dataland. Thank you very much, Véronique. Congratulations for
01:08:04this amazing work. Actually, it's true that Dataland is opening tomorrow. So it's really hot news. I hope
01:08:10you will have the opportunity to go there to visit. And I must say there is no better place to
01:08:15present
01:08:16this project than here today in VivaTech. Personally, I've been very impressed by the quality, the creativity,
01:08:22the innovation that all the finalists have shown today. I know you must be nervous waiting for the
01:08:28final answer. So I leave the floor back to our emcees for the final result of this competition.
01:08:35Thank you so much. Congratulations.
01:08:43Thank you, David. Thank you, Véronique, so much. What an olfactive experience. And this is actually a true
01:08:52example of L'Oréal's audacious spirit and audacious craftsmanship.
01:09:00And now we'll take a moment to relieve what happened during day one with a nice video of memories
01:09:07for everyone to remember.
01:09:32And speaking!
01:09:35In 10 seconds.
01:09:39Stop pitching.
01:10:09And now,
01:10:10the sixth finalist.
01:10:34Wow!
01:10:37Guys, you must have so many memories.
01:10:42And today, we've seen the same fearlessness from our final teams.
01:10:46Six interpretations of the future, each with their own signature.
01:10:52Bastien, tell me, if this moment, the exact moment right now, out of fragrance notes, what do you think it
01:10:59would be?
01:11:00This moment, I get spicy adrenaline because the anticipation is burning, don't you think?
01:11:06Yes, yes, yes. Then, let's not keep them waiting. It's time to learn which vision left the strongest impression.
01:11:15And here to reveal the winner is our president of the jury and L'Oreal Lux, President Cyril Chapuis.
01:11:51Thank you so much, Léa and Bastien. You were amazing masters of ceremony. Amazing.
01:12:00I am very proud that you're part of my team. Thank you.
01:12:06Thank you also to Véronique and David for that deep dive into this amazing Datalon co-creation.
01:12:19It was pretty extraordinary. So, now, good afternoon everybody again.
01:12:26And look around this room for a moment. Feel it.
01:12:33This energy, this audacity, this electricity. This is what L'Oreal Brandstorm does.
01:12:43At L'Oreal Lux, fragrance is not just a product. It's the most intimate form of self-expression.
01:12:54A single scent can evoke a memory, define a moment, or change a room.
01:13:01And today, on this stage, I saw this exact magic of fragrance happen six times over.
01:13:12Six teams, six really bold visions. For more than 60 years, L'Oreal Lux has been building the icons of
01:13:23luxury beauty.
01:13:24The fearless optimism of Lancome, the avant-garde vision of Prada, the culture soul of Valentino, the edgy creativity of
01:13:31Saint Laurent.
01:13:32Now, we are, as you know, the global leader in fragrances. Five years running. 25% market share in fragrance
01:13:38worldwide.
01:13:40More. Thank you. More.
01:13:45More than four L'Oreal fragrances sold every second somewhere in the world.
01:13:50But, what I want you to know is not that. Because our scale, our success is not what defines us.
01:13:59Our culture does.
01:14:00We call it la culture de l'écart. It's French. In English, I would say it means the culture of
01:14:08the twist.
01:14:09It's the relentless search for the unexpected. The audacity to do things totally differently. The refusal to settle for anything
01:14:20less than extraordinary.
01:14:22And this is why L'Oreal brainstorm matters so deeply to us, matters so deeply to me. Because the future
01:14:32of luxury will never be written by those who follow the rules. Never.
01:14:39It will be written by those who reinvent the rules.
01:14:45Brainstormers. Look at what you've done today. You didn't just design a product. You imagined new ways to feel, new
01:14:54ways to connect, new ways to experience what luxury can be.
01:14:59And, over the past months, you have not just transformed ideas, you have transformed yourself at the same time. And
01:15:08that changes everything.
01:15:10For 34 years, 34 years, Brainstorm has been the starting line for some of the most remarkable careers at L
01:15:20'Oreal Worldwide.
01:15:20Leaders, creators, visionaries. Many of them sat exactly where you're sitting now, today. So hear me when I say this.
01:15:33Today is not the end of a competition for these six amazing teams.
01:15:38Today is the beginning of your story. You're already part of something much bigger than this stage. You're part of
01:15:46the future of luxury. You're part of the future of fragrance.
01:15:50You're part of the future of L'Oreal, guys.
01:16:00Now, I know everybody is like, okay, when is he going to stop his blah, blah, we want to know
01:16:04who is winning. So, coming to it.
01:16:08The jury, of course, had to face an incredible, difficult decision today. And I want to thank each of my
01:16:16very distinguished fellow jurors
01:16:19for their passion, their precision, their commitment to excellence. There was a lot of debate. But at the end of
01:16:25the day, we managed to agree.
01:16:29Every single speech we had today really had power. Every team showed us something real, something brave, something that made
01:16:38us believe in their project.
01:16:40But one team went further. They didn't just pitch an idea, a technology. They built a whole world. They gave
01:16:54us a fragrance with a soul.
01:16:56They really understood what fragrance is all about. Fragrance is about innovation, yes. Fragrance is about emotion.
01:17:05Fragrance is about sensuality. Fragrance is about poetry. Fragrance is about design. Fragrance is about imagery.
01:17:14Every great fragrance has all these facets. And so does the winning idea. So let me announce that the winner
01:17:23of Brandstorm 2026 is Team USA.
01:17:28Let's go!
01:17:38Hello?
01:17:38Hello.
01:17:46How did it?
01:17:48Super.
01:17:49Super fit.
01:17:53Bravo.
01:17:55Congratulations.
01:17:56Congratulations.
01:17:58Congratulations.
01:17:59Congratulations.
01:18:00Amazing.
01:18:01Amazing.
01:18:02Bravo.
01:18:04You guys.
01:18:05Congratulations.
01:18:06Bravo.
01:18:08Bravo.
01:18:09Bravo.
01:18:15Very beautiful project.
01:18:17Congratulations.
01:18:19So sophisticated.
01:18:20Beautiful.
01:18:22Congratulations, Team USA.
01:18:24Great job.
01:18:26A huge thank you to our executive jury, of course, and our partner, Adobe Express.
01:18:31And now, we'd like to invite the entire jury for pictures with our winners.
01:18:39Happy?
01:18:41And to all of our grandstormers.
01:18:43And I hear you didn't know each other.
01:18:45Congratulations for so amazing demonstration and project.
01:18:48Bravo to all.
01:18:48We worked together.
01:18:50Yeah.
01:18:51So they're romance.
01:18:52Yeah.
01:18:52That's okay.
01:18:53That's okay.
01:18:53That's okay.
01:18:54That's okay.
01:18:54That's okay.
01:18:54That's okay.
01:18:54That's okay.
01:18:55That's okay.
01:18:56That's okay.
01:18:56Yeah.
01:18:57Oh yeah.
01:18:58Oh yeah, I know.
01:19:00Wait.
01:19:07Oh yeah.
01:19:31So you're, you're, so you're, so you're, so you're, so you had, so you had, you had, you had Parsons
01:19:37and FIT, right?
01:19:37I'm proud of you.
01:19:38Great schools.
01:19:40Great, great schools.
01:19:41Great, great schools.
Comments