On October 23, L'Oréal Korea, under the leadership of Rodrigo Pizarro, announced that the 'Oh, Real!

' team, featuring students Kim Min-ji, Yang Nae-won, and Lim Ho-taek, triumphed in the national finals of the global idea competition, 'L'Oréal Brandstorm 2026.

' This year marks the 34th iteration of Brandstorm, a hallmark initiative by the L'Oréal Group aimed at engaging youth aged 18-30 in creative problem-solving and entrepreneurship while providing invaluable career opportunities.

The overarching theme of this year’s competition—'Craft the Future of Luxury Fragrance'—drew participation from over 1,400 students across South Korea, who showcased their unique ideas across four focal areas: Product Craft, Tech & Science, Transformative Experience, and Advocacy & Communities.

The local semi-finals and finals were held at the L'Oréal Korea headquarters, bringing together six finalist teams after a rigorous selection process that included mentorship from industry experts.

The 'Oh, Real!

' team distinguished themselves with a compelling and innovative approach to luxury fragrance, earning the right to represent South Korea at the international finals in Paris, where they will receive comprehensive support for travel, accommodation, and visas, as well as internship opportunities with L'Oréal Korea.

In preparation for the international stage, the winners will engage in continuous mentoring from L'Oréal executives, alongside workshops and masterclasses tailored to refine their business concepts.

Rodrigo Pizarro, Managing Director of L'Oréal Korea, expressed admiration for the enthusiasm and creativity displayed by participants, stating, "The ideas generated by over 1,400 young individuals in South Korea provided deep inspiration.

The participants’ ability to reinterpret the sensory aspect of fragrance through creativity and technology enhanced the competition's prestige.

We anticipate that the winning team will showcase their potential at the Paris international stage, and L'Oréal Korea will persist in creating avenues for innovative youth initiatives.

" Lim Ho-taek, a member of the 'Oh, Real!

' team, reflected on the mentorship component, stating, "The Brandstorm mentorship enabled us to learn practical skills in marketing, data analytics, and AI tool utilization, which significantly aided in crystallizing our ideas.

Our in-depth exploration of the luxury fragrance theme has ultimately culminated in this outstanding outcome.

We aim to infuse our unique perspective into the international competition in Paris. "

As L'Oréal brand initiatives continue to inspire global youth engagement in the beauty sector, it exemplifies the company’s commitment to nurturing talent and innovation.

The international finals are set to not only broaden the horizons for the winning team but also to reinforce L'Oréal’s position as a trailblazer in luxury fragrance, possibly setting new trends in the global market landscape.