The Adria Balkan region has its winner: the KAP team from the Faculty of Economics in Osijek won first place at the regional final of the L'Oréal Brandstorm 2026 competition on May 8th, surpassing 199 registered teams and 10 finalists, thus securing a spot in the world finals. The team will represent the Adria Balkan region at the international final, which will take place on June 18th and 19th in Paris.
„I am sure that young people from the Adria Balkan region have a unique vision and the courage to seek the unexpected. We are not just looking for students, but for young people ready to change the rules of the game and present their ideas on the global stage in Paris,” said the CEO of L'Oréal.
Victory in a record-strong field of competitors
This year's victory for the team from the Faculty of Economics in Osijek is particularly significant because the 34th edition of the L'Oréal Brandstorm competition attracted over 380,000 registered participants from 64 countries worldwide, marking the largest number of participants in the competition's history. Brandstorm has thus once again confirmed its status as the world's largest competition for young people in innovation, certified by EOCCS, and to date, 187 universities and business schools have included Brandstorm in their curricula.
At the Faculty of Economics in Osijek, students participated in a competition within the regular curriculum of the Marketing Case Study course, which is offered in the second year of the graduate Marketing program, under the mentorship of Prof. Dr. Sc. Marije Ham. The KAP team consists of female students. Petra Perković, Antonija Spajić, and Katarina Kožul.
„We are extremely proud of the success of our female students who have demonstrated creativity, innovation, and the ability to connect knowledge with specific business challenges. This result confirms the quality of our study programs, the work of our faculty and students, and the importance of cooperation between the academic community and the economy,” stated the Dean of the Faculty of Economics in Osijek, Prof. Dr. sc. Sunčica Oberman Peterka.
Challenge: envision the future of luxury fragrance
During the competition, teams were tasked with designing innovative solutions for L'Oréal Luxe through the „Craft the Future of Luxury Fragrance“ challenge, meaning they had to shape the future of luxury perfumes by applying artificial intelligence, sustainable solutions, and an inclusive approach.
„For L'Oréal Brandstorm 2026, the L'Oréal Luxe division is opening up the world of luxury fragrances to bold innovators. We want to empower those who are ready to embrace our ‘Culture de l’Écart,’ to seek the unexpected, and to shape the future of the industry,” said Cyril Chapuy, President of L'Oréal Luxe.
For the second year in a row, L'Oréal is continuing its partnership with Adobe, providing all participants with access to AI-powered Adobe Express Premium tools to develop and present their ideas.
„L'Oréal Brandstorm is a continuous dialogue with new generations. Since its launch, over a million participants have taken part in the competition. We thank students who dare to dream big ideas with us,” said Jean-Claude Le Grand, L'Oréal's Human Resources Director.
What does the KAP team expect in Paris
In June, a KAP team will compete against the world's best teams in Paris for the global title. The finalists will present their projects at L'Oréal's historic headquarters, Le Visionnaire, and the best will have the opportunity to perform at VivaTech, Europe's largest technology fair.
The winning team will win a three-month internship at L'Oréal's global headquarters in Paris, where they will develop the feasibility of their project, and upon completion of their studies, each member of the winning team will secure permanent employment within the L'Oréal Management Trainee program. Every year, nearly 500 Brandstorm participants worldwide turn this competition into their first professional opportunity, and Brandstorm has established itself as a unique learning experience and a potential start to a successful international career.
