There are moments when hard work, passion and belief in bold ideas come together in something unforgettable, and for LAU’s Team Vitality, this was one of them.

Overcoming 15 other university teams across Lebanon, Sasha Abbott, Celine Avakian and Geovanna Bterrani, all senior marketing majors at the LAU Adnan Kassar School of Business, achieved first place in the L’Oréal Brandstorm 2025 National Finals at Metropolis Cinema on April 23, 2025.

“Competing in L’Oréal Brandstorm, one of the world’s biggest innovation challenges for young talents, has been an incredible experience,” said Abbott. “Out of 98 teams across Lebanon, we earned the honor of representing LAU and Lebanon in Paris, where we will stand alongside the brightest from around the globe.”

The team’s idea, Vital Cap, explained Abbott, is a smart wearable device designed to fight male hair loss through microcurrents, red light therapy and vibration massage—all personalized through an application.

“More than just creating a device,” she added, “we wanted to break the stigma around male hair loss and create a platform for real conversations and practical solutions to fulfill the 2025 L’Oréal Brandstorm theme: Men’s Beauty and Care.”

According to Dr. Zahy Ramadan, associate professor and interim assistant dean of the Adnan Kassar School of Business, “Team Vitality did not just deliver a project; they brought a vision fueled by confidence, creativity and an unshakable belief in their purpose. Their concept captivated L’Oréal’s expert judges, earning praise for its boldness, innovation and flawless execution.”

Avakian described how a simple idea had turned into a vision, supported by the professors and driven by hard work, courage, creativity, trust, and ambition.

“We lifted each other and stayed true to our purpose every step of the way,” she said. “As we head to Paris, we are not just representing a project—we are carrying the spirit of Lebanon and LAU, showcasing the values of empowerment, innovation and dedication to excellence.”

For Bterrani, winning the regional finals with her teammates since their early days at LAU is a cherished moment. “Our late-night brainstorming and early morning presentations strengthened our bond,” she said. “This competition transformed our classroom learning into a meaningful experience. Thanks to LAU, we approached every challenge with strategic thinking and creative energy; we poured our hearts into this project and seeing it recognized feels like a dream come true.”

Two other LAU teams, Team Venture TNK (Tania Hinnawi, Nadim Jaber, and Karam Jaber) and Team Aethermind (Fadi Bandali and Peter Waked), also made it to the national finals, delivering strong marketing pitches and presentations that left an impression on the jury and demonstrated the effective skills and experience gained in the marketing program at LAU.

Professor and Chairperson of the Marketing Department Maya Farah expressed her pride in watching the students turn their dreams into reality. “They are a true reflection of the passion, resilience, and creativity we strive to inspire every day at AKSOB,” she said.

As Abbott, Avakian and Bterrani prepare for the next chapter, their story inspires a whole new wave of students, proving once again that when LAU students dream big, outstanding achievements follow.

“We proudly stand behind them,” said Dr. Ramadan, “knowing they will carry our values and Lebanon’s name with distinction on the global stage.”