L'Oréal Brandstorm 2026 International Final - 260706

Name: L'Oréal Brandstorm 2026 International Final - 260706
Uploaded: 2026-07-06T16:55:16+00:00
Duration: 1 h 19 min 45 s
Channel: Vivatech

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.

00:02:16The 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.

00:02:26Because 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-powered personalized fragrance to reimagined perfume bottles,

00:03:00you've created entirely new ways to connect with consumers

00:03:04and 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.

00:03:45And 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.

00:04:22Yes.

00:04:23But before we meet the final teams,

00:04:26let's go back at what happened actually here in Paris yesterday.

00:04:54Let's go back!

00:04:57Let's go back!

00:04:58In 10 seconds...

00:05:02Start pitching.

00:05:31And now, the sixth final.

00:06:03Wow, Basson, what an experience, that is the spirit that brought the team to Paris.

00:06:10Exactly, and now, it's time to meet the finalists who impressed the jury yesterday, as they now compete for the

00:06:18big prize.

00:06:19Yes, so in alphabetical order by region, our finalists are Team M&M, Memoir from Australia and New Zealand.

00:06:39Next, 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.

00:07:43So now, these finalists will actually show their visions with boldness and audacity to a very special jury.

00:07:51Right, Lea?

00:07:52Mm-hmm, that's right.

00:07:54And what a jury we have this year.

00:07:55We've brought together global creative and business visionaries, each with their own unique eye 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, president

00:08:10of L'Oreal Lux.

00:08:10Thank you so much.

00:08:18Cyril is always pushing us to think bigger and his obsession with elevating the art of creation as Medox, the

00:08:26undisputed leader in luxury beauty.

00:08:34And next, Karine Lebray, L'Oreal Global Vice President of Scent Science and Fragrance Design.

00:08:41Thank you so much.

00:08:45Thank you so much.

00:08:49Karine.

00:08:50Karine shapes the fragrance of tomorrow with her precious talent for crafting the most unique ingredients and developing the biggest

00:08:58olfactive 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 to Couture Fragrance, shaping iconic

00:09:27brands including Prada, Armani, Miu Miu, before joining YSL.

00:09:41Our next jury member is a longtime supporter of Brainstorm, Jean-Claude Legrand, chief human.

00:09:57Human 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, chief 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.

00:11:16And 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.

00:11:40I think we're ready.

00:11:41It is officially pitch time.

00:11:44Well, remember.

00:11:46Remember.

00:11:47You 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.

00:12:33So 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, these are my teammates Nathaniel and Mihir, and 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, and 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.

00:17:36These 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.

00:17:59Understood.

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

00:18:52and implementing new technology on the software database models that L'Oreal already has.

00:18:57So we want to tap into and get the information database and from the database be able to get all

00:19:05the 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.

00:19:47And then get it to be as close to the memory as they remember.

00:19:51Well, thank you so much, dear jury, for so insightful questions.

00:20:03And of course, congratulations to M&M Mémoire. Such a good job.

00:20:08And now, please welcome to the VivaTech stage, a team whose name seems to be manifesting success.

00:20:17It'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 believe that different fragrance for different occasions.

00:21:20But 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.

00:21:48A 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.

00:22:36And here is it one bottle, three chambers, seven scents, 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.

00:23:08And 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.

00:23:20Actually, luxury is about everything that's accessible for see, to see, to feel, and of course, reading with the braille.

00:23:28Because now, men doesn't live at once.

00:23:31That's why we create Ultimate Wanted, a fragrance experience that sees a man through you are and also Azure Ultimate

00:23:38Wanted.

00:23:38And next is the self-expression, the freedom, attraction, and confidence that Azure men 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, first, the Azure Ultimate Wanted, Ultimate Ecosystem, make safe attachment, and all coming with

00:23:58a 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.

00:24:28Hello, 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 AdZero, but we have many, many brands in our luxury portfolio.

00:24:44How do you preserve luxury feeling in this initiative, in 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.

00:25:00And basically, we have two strategies.

00:25:02First, we will make a seasonal addition 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 fun to us.

00:25:15Wait a minute.

00:25:17So first, we will make the special addition.

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, and of course, the Latinest market.

00:25:31And also, we will make a personalized.

00:25:33Because we want this product, it's not just a short-term product, but we want this as a long-term

00:25:39product.

00:25:39So we will make a more personalized chamber for everyone, especially Azure Target Market.

00:25:47Thank you so much.

00:25:49Can you change the fragrances?

00:25:51So say, you know, you use your one chamber, and 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, and 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, usually it's a glass bottle.

00:26:23So how are you going to manage that?

00:26:24Yes, the cost is really good because our gross margin is around 70%.

00:26:30The gross margin itself.

00:26:32Assuming what cost?

00:26:33Assuming what cost of goods?

00:26:35Yeah.

00:26:35Basically, it's really good because like this is also the referable.

00:26:39So basically, our Target Market just buy the bottle itself, not like the oil bottle itself,

00:26:46but like just the inside bottle, the chamber itself.

00:26:50So the cost is really, really cheap.

00:26:51And our cost is using like the best materials, which 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.

00:27:07Thank you so much, Manifest team.

00:27:09And love the F1 collaboration.

00:27:11Congratulations.

00:27:12Congratulations.

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.

00:27:28Come take the stage, Team Uniblock.

00:27:42Team Uniblock, it is your time to shine.

00:27:46Your pitch begins now.

00:27:50The world moves faster, anxious, uncertain.

00:27:54So we look back to find comfort, connection, a way back to ourselves.

00:28:0279% of us exert nostalgia every week.

00:28:06The real desire isn't the past.

00:28:09It is the emotional comfort we once felt.

00:28:12Scent gives our comfort a form, personal, emotional, and restorative.

00:28:19Welcome to Replica Memory Lab.

00:28:22Inspired by Replica's language of memory and Missou Majel's philosophy of deconstruction,

00:28:28Memory Lab reconstructs your personal memory into scent, bringing that sense of comfort back to home.

00:28:35The system consists of three parts.

00:28:38The hub, the pod, and the capsules.

00:28:43It all begins with memories.

00:28:45You upload a meaningful image.

00:28:47Our vision to Aroma AI, which 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 scent ratios and blend them into your personalized scent 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, focused when you work, and relaxed in your dream.

00:29:19With smart home integration and voice control, the fragrance becomes more accessible.

00:29:24No longer requires perfect ability.

00:29:27The scent guides the mood and 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 where scent becomes an immersive offline experience.

00:29:42Then, in the Replica boutique, one-to-one consultations helps 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, building a unique personal scent profile.

00:30:03Return and Reward support sustainability through capsule recovery, while 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, back to the home, and back to you!

00:30:42Thank you!

00:30:43Thank you!

00:30:44Thank you!

00:30:49Thank you!

00:30:52Impressive 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, technical question.

00:31:03What is the technology of diffusion behind the device?

00:31:07Is it piezo?

00:31:09Is it piezoelectric?

00:31:13What is the system of diffusion?

00:31:15So, within the system, there are nine capsules.

00:31:18And upon each capsule, there is a diffuser and a pipe linked to the capsules.

00:31:22Can we have our slides back?

00:31:23Appendix, please.

00:31:26But within each capsule, there is a diffuser.

00:31:30So, basically, the scent pumps up from each capsule and it diffused together on the top,

00:31:38creating this atmosphere, which we have a working prototype that just demonstrated that.

00:31:42And the final diffuser is piezoelectric diffuser.

00:31:46Yeah.

00:31:48I have a question.

00:31:50How 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,

00:32:03but it 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.

00:32:11Yeah.

00:32:11That's our first prototype, so we'll improve, like, 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, apart from the fact that you love Margiela fashion, apparently?

00:32:30Yeah, of course.

00:32:32Can we have our slide?

00:32:33Okay.

00:32:33So, we chose Margiela personally because I'm a Margiela lover and Replica lover specifically.

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.

00:32:47Every scent memory blob, Replica already captures, like, a Lazy Sunday, a Jazz Club,

00:32:52already 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.

00:33:27We'll leave the slide to the-

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.

00:33:37Now, 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.

00:33:58We'll.

00:34:16Wow.

00:34:21Great.

00:34:21This is your moment, so take it away.

00:34:24A round of applause, please.

00:34:32Here's Jennifer.

00:34:34She loves perfumes.

00:34:35However, there's a critical problem.

00:34:37She works as a professional chef.

00:34:39To protect her customers' dining experience, wearing her favorite perfumes is something she

00:34:45can't even dream of.

00:34:46In other words, she's facing a dilemma between consideration for others and expression of

00:34:52herself.

00:34:52Like Jennifer, surgeons, animal handlers, flight attendants face this same dilemma.

00:34:58Why?

00:34:59Because of the cruel truth of fragrance is that self-expression can be someone else's ultimate

00:35:04discomfort.

00:35:0632%.

00:35:0732%.

00:35:07In a global study, nearly one in three people said they had suffered from someone else's

00:35:13scent.

00:35:14Fragrance isn't just about you.

00:35:16So we built this for Jennifer and for every professional who wants to strike a balance between work and

00:35:22self-identity.

00:35:23Everyone, we're introducing Maestro.

00:35:27Maestro is a fragrance patch.

00:35:29Just 3cm size.

00:35:31You don't have to carry heavy perfume bottles anymore.

00:35:34With a simple touch, you can mute, switch, and layer your scent.

00:35:38Every cartridge carries a logo of its brand giving a luxury experience.

00:35:43This luxury patch will be the next generation fashion item.

00:35:47So, how to use it?

00:35:48Okay.

00:35:49First, pull the patch and apply to any part-driven skin.

00:35:53Then, snap on a cartridge.

00:35:55Magnetic is super easy.

00:35:56This holds 2mm and lasts for one week.

00:35:59And how to mix?

00:36:00This half-and-half lets you layer 2 cents at once.

00:36:04And if you want to charge, it just takes 10 minutes and lasts for 3 days.

00:36:08And let's take a closer look.

00:36:10The cartridge is made of biodegradable materials.

00:36:13The middle layer uses silver nanowire enabling fast on-and-off control.

00:36:18The last layer touching your skin uses GeckoTip technology.

00:36:21So, no residue and reattachable and reusable.

00:36:25Back to Jennifer's life again.

00:36:27She can control everything through the smart app.

00:36:29Turn the scent on or off and control intensity with just one touch.

00:36:33When she enters a restaurant, Maestro automatically activates professional mode,

00:36:38which she already customized.

00:36:40And while she's meeting her partner, it'll switch to romantic,

00:36:43layering Libra and Mon Paris at the same time.

00:36:47As these lifestyle patterns accumulate,

00:36:49AI learns and evolves.

00:36:51And it becomes a private sense secretary that works perfectly and exclusively for Jennifer.

00:36:57And this is our ultimate goal.

00:36:59Walk into any department store and this is what you'll encounter.

00:37:04A space to experience the new luxury first-hand.

00:37:07And customers can easily reorder cartridges via our app or website.

00:37:13Consideration will be the new luxury.

00:37:15So, we want to open the new luxury era with L'Oreal.

00:37:18We're not just selling a device.

00:37:21We are selling our respect for others.

00:37:23And the freedom to be ourself within that.

00:37:25We're selling a considerate attitude.

00:37:28Control your scent.

00:37:29Maestro.

00:37:30Thank you so much.

00:37:37Fantastic work, Team Oreal.

00:37:39You are maestros.

00:37:40So now, jury, you heard the pitch.

00:37:42Time for the questions.

00:37:46Congratulations.

00:37:47Very interesting.

00:37:49Thank you so much.

00:37:50And how can I say?

00:37:51I like the wearable aspect of it.

00:37:53I think it's very on trend right now.

00:37:55Just a question.

00:37:55So, to understand properly how the juice diffuses into your silicone pad.

00:38:02How does it work?

00:38:03Can you explain us a little bit?

00:38:04Can you get back to your technology maybe charts to explain us?

00:38:07Okay.

00:38:08This is the part I am.

00:38:09So, tech guy will explain about it.

00:38:11Okay.

00:38:12Okay.

00:38:12So, tech guy tell us.

00:38:15First, we can control this device by the app.

00:38:20So, when we turn the fragrance, the smart core part is activated.

00:38:29And it hits the second layer, the heating mesh.

00:38:33It's made by the silver nanowire because it can be easy to chill and easy to heat by just the

00:38:38tenth second.

00:38:39And on the heating mesh, the first layer is the fragrance cartridge.

00:38:43And if you want, whatever the fragrance, you can, yeah, put the fragrance.

00:38:49So, and I want to tell you, what I want to tell you is the fifth layer is very important.

00:38:56Could you explain it?

00:38:57Yes.

00:38:58The fifth layer, we use the gecko tape technology.

00:39:01We looked to the data.

00:39:03The hospital used that kind of material.

00:39:05So, no residue and there's no allergy.

00:39:08So, and eco-friendly.

00:39:10Yeah.

00:39:14On 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.

00:39:24So, do you imagine as it's a patch that this fragrance diffuser can also have an impact on yourself?

00:39:31Like just infusing some ingredients, some to be more energetic, to be calmer, to be...

00:39:39Mm-hmm.

00:39:40So, yeah.

00:39:41As you said, we can just change our persona.

00:39:43Like when you want to be energetic, you can be.

00:39:46When you want to be romantic, you can be.

00:39:48And also our main concept of this product is that we care about other people.

00:39:53So, looking cool is important, right?

00:39:55But we think it is also important to consider other people who may suffer from the fragrance or allergies to

00:40:02fragrance and everything.

00:40:04So, yeah.

00:40:04That's why we wanted to open this new luxury era with L'Oreal.

00:40:08Because it's the company that cares about other people, like Hapta, which also cares about disabled people.

00:40:15So, yeah.

00:40:16Thank you for the question.

00:40:18One last question.

00:40:19On the tape, tell me about the tape.

00:40:21How do you reapply?

00:40:22This I didn't understand.

00:40:23So, you use this Gecko technology, and then how do you reapply it?

00:40:26Is it like something that comes off and you put back on?

00:40:30Actually, there's a product, and then you buy the cartridges, and then you just pop it up, and then just

00:40:39put it on.

00:40:40So, when you put it on the cartridge, it automatically has the tape?

00:40:43It's like a magnetic.

00:40:44Okay.

00:40:45Okay.

00:40:46Congratulations, Team Oreal.

00:40:48Thank you for listening.

00:40:49Bravo.

00:40:53Now, let's welcome a team that, believe it or not, never worked together before this competition.

00:40:59And now, they're our best friends.

00:41:02That's the power of Brandstorm.

00:41:04Team Three Notes, come to the stage.

00:41:19This is your moment.

00:41:21The stage is yours.

00:41:25Every luxury fragrance tells you a fixed identity.

00:41:28Sweet.

00:41:30Seductive.

00:41:31Daring.

00:41:32Mysterious.

00:41:33A singular mood, a singular muse.

00:41:36Wear this.

00:41:37Be this.

00:41:38But no one is so easily contained.

00:41:41Consumers are already shifting from a signature scent to fragrance wardrobes up to eight.

00:41:46What if your scent could move with you instead of defining you?

00:41:51Introducing Prada Capture.

00:41:53The first dissolvable fragrance sheets designed to be customized and layered.

00:41:58Within a 100% post-consumer recycled aluminum case, consumers receive 180 ultra-thin pollutant sheets divided across three accords,

00:42:08lily of the valley, pieni, and honeysuckle.

00:42:11To wear?

00:42:12Simply select an accord, place the sheet on a pulse point, and rub until dissolved to disperse the encapsulated fragrance

00:42:19oils.

00:42:20Prefer something brighter in the morning?

00:42:22Start with lily of the valley.

00:42:24Are you going out later and want some warmth?

00:42:27Add on honeysuckle.

00:42:29Lightweight and travel friendly, Capture is a scent as unpinnable as the wearer.

00:42:34Made to move with you throughout the day.

00:42:37And why these accords in particular?

00:42:39Each note highlights one of these three mute flowers, which have scent molecules too fragile to extract via traditional distillation

00:42:47or solvent methods.

00:42:49Capture leverages Osmobloom, L'Oreal's exclusive airflow technology, to bring their pure scents to market for the very first time.

00:42:58And 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.

00:43:11Its 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.

00:43:31To reach consumers will tap into this universal frustration.

00:43:35The gap between how the world reduces you to a single story and the full complexity you know yourself to

00:43:41be.

00:43:43This 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.

00:43:52To drive consumers from awareness to purchase, this rollout will simultaneously be supported with sampling, eventing, and paid initiatives focused

00:44:01on product education.

00:44:04For $185, Capture offers three never-before-smelled scents.

00:44:09Delivered in a dissolvable sheet format.

00:44:11Meant 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.

00:44:28Thank you so much, Team Three Notes.

00:44:31And now it's time to dig a little bit deeper with the jury questions.

00:44:36Beautiful project. Congratulations. Beautiful imagery.

00:44:39Tell us about the name, Capture.

00:44:43We named it Capture because we are capturing these mute flowers that have never been extracted before through Osmobloom.

00:44:50And it's also a play on words because it juxtaposes with our story that the user is ever-changing and

00:44:56can't be captured.

00:45:02But first, thank you for bringing a bit of poesy in this world of tech. Thank you so much.

00:45:10We know that today, one very important insight in fragrances is the performance, is the intensity, le sillage, as we

00:45:19say in French.

00:45:19How do you ensure that 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 Pollulin film's moisture retaining properties,

00:45:42this is actually projected to be even longer lasting than a traditional oil fragrance at 8 to 12 hours.

00:45:48And 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 scent,

00:45:58you will continuously, as you change your scent, add to the strength of the scent.

00:46:02And what we 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.

00:46:11If you want to change what is your top note from morning to evening, you can pick a new top

00:46:15note and it will strengthen your scent.

00:46:18Just wanted to say congratulations for this very poetry and holistic experience, emotional experience.

00:46:26It's irresistible. Thank you.

00:46:38Well, thank you again team 3-0s.

00:46:43So now, with the final pitch of the day, a team who started out as academic rivals at university,

00:46:52before deciding to combine their creative strengths and to create a winning idea.

00:46:58It's team ALT's alternative.

00:47:11The stage is yours and your three minutes stops now.

00:47:156,000 cent launch, but many cannot survive the second year, leaving immense ways.

00:47:21Why?

00:47:23Because fragrance today is boring and invisible.

00:47:28But we are the ball haters.

00:47:30We hate boring things, including the repetitiveness and similarities of all fragrance.

00:47:37We want something more exciting.

00:47:38And that's why we need Jack Moose right now.

00:47:42The real bomb that has redefined luxury fragrance for its imaginative, unexpected and cyclical challenging aesthetic that is beyond expectation.

00:47:54Well, now, it is their time to redefine luxury fragrance together with Florian.

00:48:00Introducing Le Match, an innovation that combines scents, art and creativity all together.

00:48:09This, ladies and gentlemen, this is the future of fragrance.

00:48:14So, let us take you to the Mediterranean that carries Jack Moose's memoir with his beloved mother, Anna Summer Breeze.

00:48:21To begin, install the three scents captured in.

00:48:25Then, choose your perfume to wear.

00:48:28When you're ready, choose wherever you want and print it on.

00:48:32And when you want the scent to be released, gently rub on the tattoo and let the warmth awaken the

00:48:38scent.

00:48:39The first three scents collection captures three key memos.

00:48:43The ember, evoking the scent of family bonding among the fireplace.

00:48:47The salt, the salty air drifting in from the Mediterranean sea.

00:48:54And the laundry, evoking the memory of family bonding among house corset on the south of France.

00:49:02This match-shaped tattoo sparks creativity in countless ways.

00:49:06You can slay with your own design or play with it above your skin on the belongings that tell your

00:49:14own stories.

00:49:15Now, we don't simply sell it, we make people crave it.

00:49:20So, how do we make Le Match impossible to ignore?

00:49:23We will start with a bold pop-up stunt with an intimate private party inviting bored haters.

00:49:29The ones who are untamed, unpredictable and unfiltered.

00:49:34And for the first drop, Le Match will exist only offline.

00:49:38No website, no checkout button, just curiosity.

00:49:42And making people ask,

00:49:43Huh? Where did you get that?

00:49:46Yes!

00:49:47And when the obsession risk is peak, we then scale online, turning the FOMO into the math desire.

00:49:53The Le Match with the three cartridge costs for 2 to 5 euros.

00:49:58Then the profit engine lies in the refill with 29 euros for each new unit.

00:50:03We start in France and UK first, then expand to the US and Asia.

00:50:08So, together with this creation of arts, sense and creativity,

00:50:13together with us, let's break the board!

00:50:33What a pitch and great choice of brand to work on.

00:50:37So, now let the jury ask their questions.

00:50:41Are your family members here or is something happening?

00:50:44I don't know.

00:50:45But just to ask you, can you tell us about the technology?

00:50:48Like, how does this work?

00:50:49You're printing something, it's inkjet printing, how does it work?

00:50:52Yeah, it's a semi-permanent, temporary tattoo.

00:50:56And the technology behind is micro-encapsulation.

00:50:59We will encapsulate the sense and then mix with the cosmetic ink,

00:51:04and then it will print it on your body.

00:51:07And the capsule is activated by heat.

00:51:09It's thermo-responsive, called PNIPAA.

00:51:12And when you rub it, it will generate friction and heat.

00:51:16So, it will break and release the sense.

00:51:19Okay.

00:51:21Yeah, I can also, can we have the slide back please?

00:51:26Does it work only on skin or you can also like perfume your bag, your jacket?

00:51:32Yes, it works on, sorry.

00:51:35It works on anywhere as well as you start like rubbing it and generate the heat.

00:51:43It will, the perfume will come out.

00:51:45Yeah.

00:51:47Yeah.

00:51:48We have the prototype of the match tattoo here.

00:51:51Oh, actually, I got it in my pocket.

00:51:54We'll give you one later.

00:51:56Yeah.

00:52:00Do you want one?

00:52:01I agree.

00:52:04The name, obviously, is inspired from the shape of tattoo you create.

00:52:10Yes.

00:52:11Do you think it works with your anti-bore philosophy, this name?

00:52:18It's a tricky question.

00:52:19Yeah.

00:52:23So, people think that being anti-boring needs something very big, but we think that it

00:52:30starts with the most simple form, a line.

00:52:33And with the single line, you can, being imaginative, you can be unlimited creatabilities

00:52:39that with a single line can create everything.

00:52:42And that is the point of being anti-boring.

00:52:46Great.

00:52:51One more question.

00:52:55Some perfume tattoos already exist on the market.

00:52:59What is your differentiation, actually?

00:53:01So, our differentiation is, firstly, the personalization that people can create any designs that they

00:53:07want.

00:53:08And secondly, it's the micro-encapsulation technology that allows you to activate it whenever you

00:53:13want.

00:53:14And if someone tells you that it's too expensive to be developed, on which part of the mix

00:53:23are you ready to sacrifice?

00:53:30The 4P mix, you mean?

00:53:32Yes.

00:53:32In the mix, if it's too expensive to develop, what part of the mix do you sacrifice?

00:53:42Yes.

00:53:42So, for the cost of producing the product, we recommend you to mass-produce it in Vietnam

00:53:49because it will have cheaper materials.

00:54:04So, we have calculated the cost and the profit engine is about 75%.

00:54:09Yeah.

00:54:11What an anti-boring team.

00:54:14Big round of applause.

00:54:15Thank you very much.

00:54:18Congrats.

00:54:20No problem.

00:54:22Let's switch.

00:54:32So, a last round of applause for Team Alt Alternative, please.

00:54:37Thank you for this moment.

00:54:42And actually, I just want to say to all brainstormers in the room, you should be so proud of yourself

00:54:50today.

00:54:51What impressive pitches.

00:54:57So many months of creativity infused in so powerful demonstrations.

00:55:02Bravo.

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.

00:55:11Choosing 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.

00:55:34Yes, but so, and above all, historic.

00:55:38That's because L'Oreal Fragrance Design Geniuses teamed up with the world's first museum of AI

00:55:44art, Dataland.

00:55:46The exhibit opens in Los Angeles Mobile, but we have brought the experience to Paris just for you.

00:55:54Please discover Machine Dreams Rain Forests.

00:56:03Our life is changing.

00:56:07We are questioning creativity.

00:56:09We are questioning reality.

00:56:13I mean, it is a fascinating time to create art.

00:56:25What would happen if these artworks could be sent, smelt, and felt?

00:56:31Refik reinvented the art muséal.

00:56:35It was an art collaboration completely inédit.

00:56:38Between the perfume of one side and the image of the other.

00:56:42We co-create with Refik a totally new experience here in Los Angeles in the first AI arts museum in

00:56:50the world.

00:56:50I didn't know that till this experiment is really possible.

00:56:54And what I learned, of course, from L'Oreal Laxtein, that that's actually possible.

00:56:58That's a whole new world.

00:57:06The story of this first exhibition, Machine Dreams Rain Forests, started almost three years ago.

00:57:14It was the same time the larger language models were just arrived.

00:57:18As an artist, I'm in love with nature.

00:57:20I believe the nature is the most important thing we have.

00:57:23When I tried those AI algorithms back in time, they were not aware of nature.

00:57:27Me and my team pushed forward the world's first AI dedicated to nature.

00:57:35And we asked permission from incredible institutions to use their data.

00:57:41And then we asked our partners to allow us to train these models.

00:57:46But this form was missing something.

00:57:49Without smell and scent, it was missing the depth, the emotions, the memories of the experience.

00:58:03Refleek has a strong vision. It's not only about a visual effect. You really want to activate the five senses.

00:58:11And this is where L'Oreal Lux is coming.

00:58:14It was a very pioneering project, this Data Land.

00:58:17To try to illustrate olfactive this jungle amazonian in 3D.

00:58:22We used, for this brief very specific, a lot of exclusive ingredients.

00:58:28The extraction technologies such as the Smobloom, exclusive to L'Oreal,

00:58:31which allows us to capture the unique smell of the fresh fruit.

00:58:35We really get out of the classic and conventional use of the perfume.

00:58:39We feel the air, we feel the mountain, we feel the humidity.

00:58:43It's very organic.

00:58:44And thanks to the smell, we are encapsulated.

00:58:46And it's absolutely stunning.

00:58:47And it's just to flow.

00:58:50Of course, for me, it's a dream as an artist.

00:58:53Like, it's such an incredible partner that pushes forward these new molecules,

00:58:58finding these new feelings and emotions inside these machine dreams.

00:59:05All visitors will be equipped with a necklace.

00:59:08And the necklace contains 12 fragrances.

00:59:12And they have nothing to do.

00:59:13They just walk through these amazing spaces through different rooms.

00:59:17And depending on the images generated by AI,

00:59:21the necklace will release a fragrance that fits what you see on the screen.

00:59:26Everyone will smell different fragrance based on where they are in the museum.

00:59:30The technology at DataLand is a cutting edge, medical grade, sensors,

00:59:36that can allow us to connect the museum with our audience.

00:59:40Heartbeat, body temperature, skin conductance,

00:59:43which is these beautiful goosebumps moments that we all can feel.

00:59:46Réphic reinvented the museum art.

00:59:50And we reinvented, with this completely immersive poly-sensorial experience,

00:59:54the way to visit the works of a museum.

00:59:57We don't just look at the image of the Amazon forest,

01:00:01but we feel it from the depth of our existence.

01:00:04That is a moment that is very special.

01:00:07That the artwork can listen.

01:00:10The scent system can respond.

01:00:14We believe we finally invented a new art form.

01:00:27Hello everyone. My name is David.

01:00:30I am in charge of the communication for L'Oreal Lux.

01:00:32And what you've just seen with this video is not just a cultural partnership.

01:00:36This is an illustration, the illustration of what we call at L'Oreal Lux,

01:00:41culture de l'écart.

01:00:42So it's very French.

01:00:43A way to translate will be the twist culture.

01:00:46Actually, it's more than a sense of purpose.

01:00:48It's the way we think, the way we create, the way we innovate,

01:00:53like many of you in the room, to create what we call in French,

01:00:57how we are different and creative.

01:01:01And today, I'm joined with Véronique Ferval.

01:01:03She's leading international fragrance for L'Oreal Lux.

01:01:07And she had the pleasure to work closely with Refik Anadol

01:01:09to create these 12 amazing fragrances.

01:01:13So today, she will explain all this creative journey.

01:01:16So how was it to work with Refik Anadol, Véronique?

01:01:19Thank you, David. And hello, everyone.

01:01:21We're going to try to take a little bit of the experience to you today.

01:01:23So it was absolutely amazing to work with Refik.

01:01:27And for him, it was about making the invisible visible,

01:01:33making the data invisible visible.

01:01:34For us, it was really bringing the rainforest to you

01:01:38and making the unreachable reachable.

01:01:40How did we do that?

01:01:42We worked with Refik in parallel.

01:01:44He created his visual data.

01:01:46And he worked on the soundtrack as well.

01:01:49And on our side, we created a playlist, a sound playlist.

01:01:53So this is not a perfume.

01:01:55It's about activating our five senses to create deep emotional memories.

01:02:01And to do this, we stepped out of our everyday

01:02:03to create 12 living scents and a fully immersive experience.

01:02:08So actually, there is a lot of creativity, but also a lot of technologies.

01:02:12Can you tell more about what technology did you use to create these fragrances?

01:02:16Yeah, so we used two main technologies today.

01:02:19And you discovered one of them, actually, with the American team.

01:02:23The first one is the Headspace.

01:02:25I think a lot of you know Headspace.

01:02:27It's an olfactory photography.

01:02:30So Headspace is about capturing the olfactory molecules of a living object.

01:02:35It could be a flower.

01:02:37It could be a croissant, for example.

01:02:40And then with human nose, we rebuild the scent.

01:02:43We use the data and we recreate the scent.

01:02:45It's really magical.

01:02:47The second one is the Osmobloom extraction.

01:02:50This is completely new and exclusive to L'Oréal.

01:02:53And we actually collaborated with our partner, Cosmo, to deliver this technology.

01:02:58So as you saw, you know, a few minutes ago, the technology is about layering petals of flowers

01:03:06and infusing air through the petals to then extract the real product.

01:03:11So absolutely amazing.

01:03:13Thank you very much.

01:03:14So actually, it's very difficult to imagine.

01:03:17So what we have done, we are bringing L.A., Dataland, here in Paris, Port de Versailles, in VivaTech.

01:03:23So in your seats, you can see between your chairs, an envelope, exactly like this one.

01:03:29Please take it, because we are going through three of these amazing scents.

01:03:34We'll go one by one, so you can send, feel what the creation, the result of this creation,

01:03:41that also the visitor in L.A. can experience.

01:03:44So I give you a few minutes, you can take your envelope, you can open it.

01:03:48So wait a little bit, just a little bit.

01:03:51So just one piece of information.

01:03:54So this is called a blotter.

01:03:56This is our really everyday tool.

01:03:57You use it from the thick side.

01:03:59You smell it quietly, you know, slowly.

01:04:02Don't touch your nose, because it's very strong.

01:04:05And so then you can start.

01:04:07So you're going to start with synthetic essence.

01:04:10So take the first one, smell it, take your time, enjoy.

01:04:15So this was really a challenge, you know, that we had with this project,

01:04:21which is to create a very abstract smell, the smell of data.

01:04:26So how does data smell?

01:04:31How does technology smell?

01:04:34So you can see two different elements.

01:04:37On one side, you have this very metallic, electric-like spark of aldeides.

01:04:44It's a raw material that we use in perfumery.

01:04:47And on the other side, we decided to make it bloom and augment the sillage,

01:04:52to blend it with something that's also more organic, more human, actually,

01:04:58which is a new type of musk.

01:05:00So this is really what we wanted to do, and it's our own way to look at sound fiction.

01:05:09Okay?

01:05:11I really like the word...

01:05:12I'm quite impressed to see 600 people smelling blotters.

01:05:15It's really amazing.

01:05:17I really like the name of Sand Fiction, because it's true it's really ahead and avant-garde.

01:05:21So now let's talk about the second one, which is more like earthy,

01:05:25like the rain on the Amazonian forest.

01:05:29Okay, so take the second blotter.

01:05:31It's called Petrichor Memoria.

01:05:33And for this one, I would like you to close your eyes.

01:05:38So close your eyes, take your time,

01:05:41and imagine you are standing on the floor of the Amazon jungle.

01:05:46A tropical storm has just hit,

01:05:49and you can smell that dark, rich, humid soil waking up.

01:05:56Okay?

01:05:57So now open your eyes.

01:05:59And this is really an incredible scent.

01:06:02The universal sensation that you just had has a name.

01:06:06It's called Petrichor.

01:06:08And it comes from Petra, which is the earth,

01:06:12and Icor, which is the blood.

01:06:14So it's the blood of the earth.

01:06:16And in perfumery, we have actually a molecule that we use in this case called geosmin,

01:06:22which is actually occurring naturally in the earth.

01:06:25So we blended geosmin together with also another traditional material,

01:06:32which is called patchouli.

01:06:33It's a special kind of patchouli,

01:06:35to layer and bring also a little bit more of an organic feel to it.

01:06:40So this scent is more immersive, very different than the first one.

01:06:44It's more environmental and more immersive.

01:06:47And now it's about to discover the last one.

01:06:49I should say the masterpiece of this exhibition.

01:06:52It's very unique because it's impossible, almost impossible, should I say,

01:06:56to smell it in the real life.

01:06:58Because it's the flower that blossoms only once a year in the rainforest.

01:07:03So how did you manage to capture this fragrance?

01:07:06So let me introduce you to this very elusive, rare flower that blooms once a year in the rainforest,

01:07:16during the night, only for 12 hours.

01:07:19So we did an expedition in the rainforest.

01:07:23And we used the headspace technology.

01:07:25So this kind of, you know, olfactory photography.

01:07:29We captured the smell of the moonflower.

01:07:31It's called moonflower.

01:07:32It's actually a cactus flower.

01:07:34And, you know, if you can smell, you can feel this kind of solar, very narcotic, petal-y heart,

01:07:42that we also wrapped with vanilla.

01:07:46So it's a vanilla absolute to bring depth to the flower.

01:07:51So we really wanted to make this moment very eternal to you.

01:07:55And it's actually a pinnacle of the show as well.

01:07:58And I really invite you to go to LA, if you can, and go to Dataland.

01:08:04Thank you very much, Véronique.

01:08:05Congratulations for this amazing work.

01:08:08Actually, it's true, Dataland is opening tomorrow.

01:08:10So it's really hot news.

01:08:12I hope you will have the opportunity to go there to visit.

01:08:16And I must say there is no better place to present this project than here today in VivaTech.

01:08:20Personally, I've been very impressed by the quality, the creativity, the innovation that all the finalists have shown today.

01:08:28I know you must be nervous, waiting for the final answer.

01:08:32So I leave the floor back to our MCs for the final result of this competition.

01:08:37Thank you so much.

01:08:38Congratulations.

01:08:45Thank you, David.

01:08:47Thank you, Véronique, so much.

01:08:50What an olfactive experience.

01:08:52And this is actually a true example of L'Oréal's audacious spirit and audacious craftsmanship.

01:09:02And now, we'll take a moment to relieve what happened during day one with a nice video of memories for

01:09:10everyone to remember.

01:09:34Thanks, Véronique.

01:09:36In 10 seconds, start pitching.

01:10:11And now, the sixth final.

01:10:39Wow, guys, you must have so many memories.

01:10:44And today, we've seen the same fearlessness from our final teams.

01:10:48Six interpretations of the future, each with their own signature.

01:10:54Bastien, tell me, if this moment, the exact moment right now,

01:10:58out of fragrance notes, what do you think it would be?

01:11:02This moment, I guess, I see adrenaline because the anticipation is burning, don't you think?

01:11:08Yes, yes, yes.

01:11:10Then, let's not keep them waiting.

01:11:13It's time to learn which vision left the strongest impression.

01:11:17And here to reveal the winner is our president of the jury

01:11:22and L'Oreal Lux, President Cyril Chapuis.

01:11:47Okay.

01:11:50Good afternoon, everybody.

01:11:52So first, thank you so much, Léa and Bastien.

01:11:56Anyway, amazing Masters of Ceremony.

01:12:00Amazing.

01:12:02I am very proud that you're part of my team.

01:12:09Thank you also to...

01:12:13Thank you also to Véronique and David

01:12:16for that deep dive into this amazing Datalon co-creation.

01:12:21It was pretty extraordinary.

01:12:23So, now, good afternoon, everybody, again.

01:12:28And look around this room for a moment.

01:12:33Feel it.

01:12:35This energy, this audacity, this electricity.

01:12:40This is what L'Oreal Brandstorm does.

01:12:46At L'Oreal Lux, fragrance is not just a product.

01:12:50It's the most intimate form of self-expression.

01:12:56A single scent can evoke a memory, define a moment, or change a room.

01:13:03And today, on this stage, I saw this exact magic of fragrance happen six times over.

01:13:14Six teams, six really bold visions.

01:13:19For more than 60 years, L'Oreal Lux has been building the icons of luxury beauty.

01:13:26The fearless optimism of Lancome, the avant-garde vision of Prada,

01:13:30the culture soul of Valentino, the edgy creativity of Saint Laurent.

01:13:34Now, we are, as you know, the global leader in fragrances.

01:13:37Five years running, 25% market share in fragrance worldwide.

01:13:42More.

01:13:44More.

01:13:47More than four L'Oreal fragrances sold every second somewhere in the world.

01:13:52But, what I want you to know is not that.

01:13:56Because our scale, our success is not what defines us.

01:14:01Our culture does.

01:14:03We call it la culture de l'écart.

01:14:05It's French.

01:14:06In English, I would say it means the culture of the twist.

01:14:11It's the relentless search for the unexpected.

01:14:15The audacity to do things totally differently.

01:14:19The refusal to settle for anything less than extraordinary.

01:14:25And this is why L'Oreal brainstorm means matters so deeply to us, matters so deeply to me.

01:14:33Because the future of luxury will never be written by those who follow the rules.

01:14:41Never.

01:14:41It will be written by those who reinvent the rules.

01:14:47Brainstormers.

01:14:48Look at what you've done today.

01:14:50You didn't just design a product.

01:14:53You imagine new ways to feel, new ways to connect, new ways to experience what luxury can be.

01:15:01And over the past months, you have not just transformed ideas, you have transformed yourselves at the same time.

01:15:09And that changes everything.

01:15:12For 34 years, 34 years, brainstorm has been the starting line for some of the most remarkable careers at L

01:15:22'Oreal Worldwide.

01:15:23Leaders, creators, visionaries.

01:15:25Many of them sat exactly where you're sitting now today.

01:15:31So hear me when I say this.

01:15:35Today is not the end of a competition for these six amazing teams.

01:15:40Today is the beginning of your story.

01:15:43You're already part of something much bigger than this stage.

01:15:47You're part of the future of luxury.

01:15:50You're part of the future of fragrance.

01:15:52You're part of the future of L'Oreal, guys.

01:16:02Now, I know everybody's like, okay, when is he going to stop his blah, blah?

01:16:06We want to know who is winning.

01:16:08So coming to it.

01:16:10The jury, of course, had to face an incredible, difficult decision today.

01:16:15And I want to thank each of my very distinguished fellow jurors for their passion, their precision, their commitment to

01:16:24excellence.

01:16:24There was a lot of debate, but at the end of the day, we managed to agree.

01:16:31Every single speech we had today really had power.

01:16:35Every team showed us something real, something brave, something that made us believe in their project.

01:16:42But one team went further.

01:16:47They didn't just pitch an idea, a technology.

01:16:52They built a whole world.

01:16:55They gave us a fragrance with a soul.

01:16:58I really understood what fragrance is all about.

01:17:01Fragrance is about innovation, yes.

01:17:04Fragrance is about emotion.

01:17:07Fragrance is about sensuality.

01:17:09Fragrance is about poetry.

01:17:11Fragrance is about design.

01:17:14Fragrance is about imagery.

01:17:16Every great fragrance has all these facets.

01:17:19And so, that's the winning idea.

01:17:23So let me announce that the winner of Brandstorm 2026 is Team USA.

01:17:49How did it go?

01:17:50Super. Super fit.

01:17:56Bravo. Congratulations.

01:18:00Congratulations.

01:18:02Amazing.

01:18:04Bravo.

01:18:05You guys.

01:18:08Congratulations. Bravo.

01:18:10Bravo.

01:18:18Very beautiful project. Congratulations.

01:18:21So sophisticated.

01:18:23Beautiful.

01:18:24Congratulations, Team USA.

01:18:27Great job.

01:18:28A huge thank you to our executive jury,

01:18:30of course, and our partner, Adobe Express.

01:18:33And now, we'd like to invite the entire jury

01:18:36for a picture with our winners.

01:18:41Happy?

01:18:43And to all of our brainstormers.

01:18:45And I hear you didn't know each other.

01:18:47Congratulations for so amazing demonstration

01:18:49and project. Bravo to all.

01:18:51We worked together.

01:18:52So they're romance.

01:18:54That's okay. That's okay.

01:18:57Let's do pictures.

01:18:58Oh yeah.

01:19:00Oh, I'd like you.

01:19:03No, I'd like you.

01:19:33so you're you're so you you are great so you are you are you at Parsons and FIT right

01:19:40great schools great great schools

L'Oréal Brandstorm 2026 International Final - 260706

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