L'Oréal Brandstorm 2026
Karine Lebret discusses the 400,000 proposals received for L'Oréal Brandstorm 2026, with a focus on perfume as the central theme
L'Oréal received 400,000 proposals for its Brandstorm 2026 competition, with perfume as the central theme. According to Karine Lebret, the proposals revealed a massive and global enthusiasm for perfume, confirming its importance in conversations and as a vector of virality.
The competition saw a notable performance from Asian teams, with four out of six finalist groups originating from the region. The proposals also demonstrated a democratization of perfume rituals and gestures, with concepts inspired by the Middle Eastern practice of layering fragrances to create a unique scent.
Perfume Innovation
The innovative projects received by L'Oréal reflected the desires of a certain age group, with a focus on personalization and olfactory performance. The company's perfume division aims to push the boundaries of innovation, and the competition provided an opportunity to explore new ideas and technologies.
Project Proposals
The six finalist projects envisioned perfume as a medium for individual expression, with a focus on modulation, olfactory wardrobes, and personalization. The proposals included the use of artificial intelligence to translate individual memories into olfactory creations, and the development of new packaging and diffusion devices.
Winning Project
The winning project, Capturé, was developed by a team from the USA and features a patch perfume that uses a revolutionary technology called Osmobloom. This technology allows for the extraction of natural fragrances from flowers without damaging the plant, and was developed in partnership with Cosmo International Fragrances.
The Osmobloom technology has been in development for over nine years and uses an air-capture method to extract the most volatile molecules from the plant. The resulting fragrance is intense and personal, and reflects the individual's inner personality. The project's focus on personalization and innovation resonated with the judges, and it was selected as the winner of the competition.
L'Oréal's partnership with Dataland, a museum of immersive art in Los Angeles, also reflects the company's commitment to innovation and experimentation in the field of perfume. The museum features an immersive exhibition that combines visual art, sound, and fragrance to create a unique experience for visitors. The exhibition includes twelve olfactory stations, each with its own unique fragrance and atmosphere, and uses a device that adapts the fragrance diffusion to the individual visitor's pace and movement.
