L’Oréal Brandstorm is a global innovation competition that brings together emerging talent to develop forward-looking concepts for the future of beauty by integrating consumer insight, creativity, and technology. The 2026 challenge focused on reimagining the fragrance experience for a new generation. As part of a team of three, I participated in the U.S. competition and developed REPLICA Eau de Toi for Maison Margiela REPLICA, a luxury fragrance concept that redefines the traditional scent discovery process by shifting from memory-based selection to identity-driven personalization, translating individual lifestyle, personality, and emotional inputs into a more immersive and tailored fragrance experience for Gen Z consumers. I was awarded an official completion certificate for this project. Through this experience, I strengthened my ability to translate consumer insights into a clear and differentiated concept within the luxury beauty space, developed a deeper understanding of Gen Z’s approach to fragrance and self-expression, and refined my collaboration and storytelling skills by working in a fast-paced, team-based environment.
