MMR student shares how L'Oréal Brandstorm led to internship

Published: 9 January 2024

Last year, after months of hard work and 'brandstorming', two McGill Desautels teams took the podium at the 31st annual L'Oréal Brandstorm competition, competing against top teams from across Canada! Madison Laxer and her fellow Master of Management in Retailing (MMR) teammates, Aditi Bali and Supreet Kaur, took third place. Madison reflects on her experience participating in the case competition and how it even led to an internship.

“I had a great experience participating in the Brandstorm case competition. Getting to pitch in front of a panel comprised of C-level executives, including the CEO of L’Oréal Canada, was an incredible experience,” she shares.

L’Oréal Brandstorm is L’Oréal’s Group's signature innovation competition for all under 30 and the only certified youth innovation competition worldwide. It is one of L’Oréal’s longest-running programs, dedicated to helping youth kick-start their careers. Thousands of its alumni have found full-time jobs in L’Oréal. In 2022 alone, 500 participants found their first career opportunities through their involvement in Brandstorm.

“Once we submitted our video pitch and slides, L’Oréal sent all participants an email with a link to apply to their internship program. I submitted my application and was lucky enough to be selected to begin the interview process. Two interviews and one marketing assessment later, I was delighted to receive a summer internship position offer!”

In partnership with Salesforce, L’Oréal Brandstorm provides online and offline upskilling and coaching for all participants, through teamwork, masterclasses, and online resources developed by L’Oréal subject-matter experts. Find out more about Brandstorm and register for the 32nd edition before January 14, 2024, at


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