Three seniors at Drexel University have won – for the second consecutive year – the L’Oreal Brandstorm Case Competition, advancing to the international finals in Paris, France.
Team DragonFire, comprised of Indian American Amalya Boulajouahel, Bianca Fernandes and Laura Sturzenegger, all from Drexel’s Lebow School of Business, beat out teams from Harvard and U.C. Berkeley in taking the top spot in the competition.
In the annual business case competition, held in New York City and sponsored by L’Oreal’s Professional Products Division, teams were charged with inventing “the Professional Salon Experience of the Future,” according to a university news release.
DragonFire’s product idea, titled “Connect,” utilizes technology and big data, with data collection uniting salons, consumers and L’Oreal, the university said.
After submitting their initial idea, along with a video, in February and being accepted into the competition a few weeks later, the team spent two months honing their product in consultation with a L’Oreal employee, it said.
At the Dream Downtown Hotel in New York, the team delivered its presentation in a round-robin format, pitching to rotating groups of judges with a large clock ticking down the seconds. Boulajouahel called the experience “very intense, but very rewarding,” the report said.
“We received a lot of very good feedback,” Boulajouahel added. “We want to incorporate different perspectives, like the social media aspect of the product, in order to make it even more accessible to everybody.”