HSG INNOVATION TROPHY 2026: Craft the Future of Luxury Fragrance

Our Partner: L’Oréal Brandstorm

The HSG Innovation Trophy is an independent, student-led innovation competition at the University of St.Gallen. Teams work on real business challenges and develop innovative ideas in close collaboration with selected corporate partners.

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In Spring Semester 2026, the Innovation Trophy is run in collaboration with L’Oréal Brandstorm, L’Oréal’s global student innovation competition. Brandstorm gives students the opportunity to work on real strategic challenges, gain insights from L’Oréal experts, and compete on an international stage.

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The HSG Innovation Trophy takes place ahead of the official L’Oréal Brandstorm selection phase and is designed to help teams prepare in the best possible way. While participation in Brandstorm is open to all students, the Innovation Trophy offers a unique advantage: early feedback, coaching, and the opportunity to pitch ideas at the L’Oréal HQ in Geneva.

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As a result, teams enter the official Brandstorm competition with well-developed concepts, strong slides, pitching experience, and a clear edge when submitting their three-slide deck and short video during the Brandstorm selection phase starting in April.

The Challenge:

As part of the HSG Innovation Trophy x L’Oréal Brandstorm, you will work in teams of three on the official case “The Future of Luxury Fragrance”, addressing a real strategic challenge faced by L’Oréal.
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Participants will:

• Analyze market trends and consumer needs
• Develop a creative, innovative, and scalable business concept
• Pitch their solution to professionals and industry experts
• Selected teams will receive sparring and feedback from L’Oréal representatives to
  further strengthen their concepts and submissions.

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Unlock the full mission: 

Sign up with your team to receive the official mission document (case outline) by email. The document can be used as a base for creating your exposé.