L'Oréal Brandstorm inspires Indonesia's next gen to reimagine luxury fragrance

For the 18th year in Indonesia, L’Oréal Brandstorm has returned, challenging young talent to reimagine the future of the luxury fragrance industry. Now in its 33rd year globally, the programme continues to evolve beyond a competition, serving as a platform to nurture innovative mindsets and career readiness among Indonesia’s youth.

Each year, Brandstorm addresses themes aligned with beauty industry trends, ranging from beauty-tech and AI to men’s grooming. This year, the spotlight is on ‘Craft the future of luxury fragrance’, a timely focus given Indonesia’s fragrance market, which reached an estimated IDR 4 trillion (US$235 million) in 2025.

“As the world’s largest beauty company, L’Oréal is committed to strengthening both the industry and future beauty talent. To remain relevant amid rapid industry changes, we recognise the crucial role of innovation not only in product development but also in how we attract and mentor young, innovative talent,” said Benjamin Rachow, president director of L’Oréal Indonesia.

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“Fragrance is no longer just a product, but part of self-expression and emotional needs, increasingly personalised, tech-driven, and sustainable. As a global leader in luxury fragrance, we are excited to encourage young people to drive transformation in the future of this industry,” added Maria Adina, general manager of L’Oréal Luxe Division Indonesia.

The 18th edition of Brandstorm drew significant interest, attracting 11,489 registrants and 7,611 active participants across Indonesia – nearly double the previous year’s registrations of 6,358.

Over the past 17 years, Indonesian participants have repeatedly earned global recognition, including Top 3 Global Winner (2011), Best Digital Prize (2014), International Winner (2019 & 2022), and Global Finalist (2024). Brandstorm equips young talent with skills in market research, problem solving, critical thinking, and creative innovation.

“Brandstorm challenges young people to imagine and create innovative solutions that respond to industry changes. Participants are encouraged to combine creativity, technology, and consumer insight to design fragrance experiences relevant to the industry’s future. Before presenting to the final jury, the Top 10 finalists receive mentoring from leaders in L’Oréal Luxe Division, each with decades of expertise in their field,” explained Victoria Aswien, chief human resource officer, L’Oréal Indonesia.

After rigorous evaluation, the team Moneyfesteam from Institut Teknologi Bandung won the national title with their innovation, “Azzaro Quintessence”. They will represent Indonesia at the global finals in Paris in June 2026, competing against winners from 63 countries.

“We are very grateful to L’Oréal and Brandstorm for giving us, as students, the chance to learn, experiment, and develop impactful ideas. With Azzaro Quintessence, we want to show that fragrance can be more than just a product – it can be a smart, practical, and personalised experience suited for everyday moments. This concept also encourages us to think inclusively and sustainably when creating innovations,” said the Moneyfesteam members.

Aswien said that top Brandstorm participants are considered for the company’s talent pool and may be offered opportunities in its internship and management trainee programmes. Brandstorm has contributed to around 25% of L’Oréal Indonesia’s young workforce over the past five years, with one year seeing 33.3% of young talent coming directly from the programme.

“Creating iconic fragrances combines art and science. We have over 60 years of expertise in luxury fragrance, supported by more than 100 olfactory experts and collaborations with world-class perfumers. Producing an iconic fragrance is more than mixing scents; it’s a long process ensuring quality and safety,” said Adina.

L’Oréal Luxe Division, home to 27 global brands, produces lines such as YSL Libre, Le Vestiaire des Parfums, Lancôme Idole, La Vie Est Belle, and Armani Acqua di Gio and Si. Technological innovations such as Osmobloom capture traditionally elusive floral scents, while YSL Beauty’s Scent-Sation uses EEG technology to personalise fragrance recommendations, pioneering in-store experience in beauty retail.

As consumer preferences shift, fragrance buyers increasingly seek personalisation over mere functionality. Brandstorm continues to provide a gateway for young Indonesians to engage with global trends and shape the future of beauty.

“One perfume does not suit all. More consumers choose fragrances based on longevity, projection, and sillage, selecting different scents for concerts, date nights, hangouts, weddings, vacations, or graduations,” Adina concluded.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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