Winners of L'Oréal Brandstorm go to Paris
Following the national finals of the L'Oréal Brandstorm competition, the winning team is the Enigmatic Elitists from the AAA School of Advertising, Cape Town. The team members are Laurie Asher, Miche Marquard and Dane Prinsloo, who now go to Paris to compete in the international competition in June 2011.
This year, students were required to "Be creative and attract men to salons: imagine a new service experience and its associated range of products for L'Oréal Professionnel Homme."
The Enigmatic Elitists winning concept was "The Locker Room".
Their reasoning behind this is that men find it embarrassing to be seen at a salon as it is seen as a feminine place. They wanted to create a product and experience that will allow men to feel proud and comfortable to be seen at or be in a salon; in other words "a man cave".
They then decided that "The Locker Room" depicts this whole experience holistically. To any active man that participates in any sort of sports, a locker room is that "safe" space that prepares him to take on the opponent. The opponent in this instance is taking on the world with good looks after having groomed themselves with the client's products.
In the locker room, men feel comfortable to be in the company of their fellow mates who share the same ideas as they do and that makes them feel like they are a part of a whole. They mentioned that men enjoy doing things in teams, and the locker room is the one place that creates a "team spirit" atmosphere.
