Weeks of preparation, late-night brainstorming and constant refinement led LAU students to a remarkable performance at the L’Oréal Brandstorm 2026 National Finals, where three teams advanced among 12 finalists selected from more than 90 submissions across Lebanon, and two earned top awards for innovation and technology-driven concepts.

Held on Monday, April 27, 2026, the competition challenged students to develop projects addressing emerging trends in the beauty and care industry, requiring them to combine creativity, market understanding and strategic thinking under the examination of industry experts.

Supported by LAU’s Career Development Services and the Career and Placement Office at the Adnan Kassar School of Business (AKSOB), the experience gave the participating teams an opportunity to test their ability to work under pressure and transform classroom learning into practical solutions on a national stage.

Among the winning teams was Memory Alchemist, represented by senior marketing student Jad Ramadan, whose project received the Best Innovation Project Award. 

“L’Oréal Brandstorm was a great learning experience,” he said. “Beyond collaborating with other participants and pitching to L’Oréal representatives, receiving the Best Innovation Project award was especially meaningful because it reflected the effort, creativity and commitment we invested throughout the competition.”

Another LAU team, Empreinte, represented by senior marketing student Yara Abi Saab, alumna Gracia Sakr (BS ‘25) and senior marketing and management student Andrea Jomaa, earned the Best Beauty and Tech Award for a concept that merged innovation with consumer-centered thinking. 

Sakr described the competition as an opportunity to apply ideas in a fast-paced and collaborative environment. “Brandstorm was a highly immersive experience where I was able to combine creativity, strategy and teamwork, pushing me to develop solutions that are both innovative and truly consumer-focused,” she said. “It is an experience I would highly recommend.”

LAU’s presence at the finals also included Team Reflet D’Essence, represented by senior students Clara Mattar, Georgio Nassar and Yara Jabbour. Bringing together students from architecture, computer engineering and pharmacy, the team reflected the interdisciplinary approach that shaped many of this year’s projects.

According to Associate Professor and Director of the Internal Consulting and Project Management (ICPM) Office Zahy Ramadan, the students distinguished themselves through both preparation and execution. 

“The teams approached the competition with focus, discipline and confidence,” he said. “What stood out was not only the originality of their ideas, but also the way they communicated them with clarity and purpose.”

During the finals, students navigated demanding presentations, responded to judges’ questions and demonstrated a strong understanding of the audiences they were addressing. Behind every pitch was a process shaped by collaboration, feedback and persistence, altering early concepts into polished projects.

“Having three AKSOB teams compete at this level was already meaningful,” said Associate Professor and Chair of the Department of Marketing Omar Itani. “Seeing two teams recognized affirmed the creativity, resilience, and business mindset that students develop through the school’s learning experience, as well as the important role faculty members played in mentoring and guiding the teams throughout the competition.”