Team Scalp Pro, which consists of three IIE-Vega Johannesburg third year students, will be representing South Africa at the L’Oréal Brandstorm international finals in June at L’Oréal’s head office in Paris, France. The team was announced as the winner of the recent South African national finals held at L’Oréal South Africa’s head office in Marlboro, Johannesburg.
Out of more than 200 team entries nationally, only six teams were selected for the national finals – two from IIE-Vega, an educational brand of the Independent Institute of Education (The IIE). While the team from IIE-Vega Johannesburg was crowned the national winners, the team from IIE-Vega Durban achieved an impressive third place finish.
L’Oréal Brandstorm is an international competition open to 18 to 30 year olds worldwide. Each year, participants are challenged to develop ideas for a specific L’Oréal business division. This year’s focus was on men’s beauty and care.
Anli Grobler (Head of Strategic Brand Management IIE-Vega) said: “We took a fresh approach this year and invited some of the top third year students from each campus to form interdisciplinary teams of three to take on the brief. Six teams from IIE-Vega Johannesburg, three teams from IIE-Vega Durban and three teams from IIE-Vega Cape Town entered the competition”.
Students from the following qualifications were considered: IIE Bachelor of Arts in Strategic Brand Communication, IIE Bachelor of Commerce in Strategic Brand Management, IIE Bachelor of Commerce in Digital Marketing and IIE Bachelor of Communication Design.
Each campus appointed a dedicated lecturer to oversee the project, with students and lecturers briefed by L’Oréal in November 2024. “The teams were asked to identify a challenge within L’Oréal’s Men’s Beauty and Care division. They then had to propose an innovative, inclusive, sustainable, scalable and feasible solution. Their entry included a three slide presentation and a three minute pitch video,” explained Grobler.
Team Scalp Pro (IIE-Vega Johannesburg) Katelyn Klue (IIE Bachelor of Communication Design), Siphokazi Khala (IIE Bachelor of Arts in Strategic Brand Communication) and Rebaone Reabetsoe Nia Masisi (IIE Bachelor of Commerce in Digital Marketing) will receive expert coaching from L’Oréal mentors as they prepare for the international finals in Paris. The global winners will be offered positions at L’Oréal.
While the details of their winning idea remain confidential ahead of the global pitch, the students shared that the experience so far has been transformative. “It still feels surreal,” said Khala.
“I am incredibly grateful for the opportunity to travel overseas for the first time. The support from our lecturers helped us grow so much,” said Klue.
Masisi felt presenting their final ideas to an IIE-Vega judging panel, which included their lecturers, helped prepare them for the L’Oréal panel at the national finals. “We were nervous at first, but once we got into it, we found our flow and connected with the panel.”
While the competition wasn’t tied to academic credits, the students said the experience and exposure was motivation enough.
I’ve loved the beauty industry since high school. This felt like a dream come true and a great opportunity to add onto my CV and to learn how industry works,” said Khala.
L’Oréal Brandstorm national winners Team Scalp Pro, consisting of third year IIE-Vega Johannesburg students (pictured from left to right) Siphokazi Khala (IIE Bachelor of Arts in Strategic Brand Communication), Katelyn Klue (IIE Bachelor of Communication Design) and Rebaone Reabetsoe Nia Masisi (IIE Bachelor of Commerce in Digital Marketing).
Team Scalp Pro, third year IIE-Vega Johannesburg students (second from the left to right) Katelyn Klue (IIE Bachelor of Communication Design), Rebaone Reabetsoe Nia Masisi (IIE Bachelor of Commerce in Digital Marketing) and Siphokazi Khala (IIE Bachelor of Arts in Strategic Brand Communication), is representing South Africa in June at the L’Oréal Brandstorm international finals in Paris, France. The team is pictured with Anli Grobler (Head of Strategic Brand Management IIE-Vega) (extreme left) and Minette Koekemoer (Lecturer IIE-Vega Johannesburg) (extreme right).
Team Next Gent, third year IIE-Vega Durban students (from left to right) Lea Duguid (IIE Bachelor of Experience Design), Luthando Zimba (IIE Bachelor of Commerce in Strategic Brand Management) and Jordyn Mitchell (IIE Bachelor of Commerce in Digital Marketing placed third at the L’Oréal Brandstorm national final held at the L’Oréal head office in Marlboro, Johannesburg recently.
Klue credited her lecturers’ encouragement for pushing her to take the leap, while Masisi said her family and Mduduzi Biyela, her Student Relations Navigator at the time, inspired her to say yes.
Minette Koekemoer (Lecturer IIE-Vega Johannesburg) said: “Through L'Oreal Brandstorm, our students gained invaluable life experience. Solving a challenge for a renowned global brand pushed them to apply what they’ve learnt in the lecture room and to bring their best. We’re immensely proud of Katelyn, Siphokazi and Rebaone. This is a life changing opportunity and we wish them and L'Oreal South Africa well for the international competition in Paris!”
In third place, third year IIE-Vega Durban students Lea Duguid (IIE Bachelor of Experience Design), Jordyn Mitchell (IIE Bachelor of Commerce in Digital Marketing) and Luthando Zimba (IIE Bachelor of Commerce in Strategic Brand Management) formed Team Next Gent.
They developed and presented the concept called “MenXpress”, a digital vending machine designed to simplify men’s skincare. It could be in men’s locker rooms at gyms, golf clubs and barbershops and after scanning the person’s face and answering three lifestyle questions, the machine would analyse the person’s skin type and the person’s answers about his lifestyle and habits. It would then provide him with grooming products recommended specifically for him and based on the scan and questions.
“We thoroughly enjoyed this experience. It pushed us out of our comfort zones and made us think more about what we wouldn’t normally,” said Duguid. Dudu Zwane (Lecturer IIE-Vega Durban) was extremely proud of the team. “With the run through before an IIE-Vega judging panel, we did our best to prepare the team for what a client would look for and the questions they would ask. It was a valuable real world industry experience for them, and it’s been an incredible journey for me – igniting young minds and creating magic for the next generation marketers.”