Annually hosted by L’OrAal, a leader in cosmetics, the event is an international marketing competition. It requires a team of three students from the same university to take on the roles of marketing brand managers for the existing LaOreal brand, Vichy. The teams are supposed to create their own product from within the brand, develop an original marketing strategy for it and to work with an advertising agency to design a packaging and communications campaign. Each team competes with the best national teams in their home countries, with the country winners going on to the international final in Paris.

Blue ADynamicsa brief was to develop a new product designed to sit within Vichyas Capital Soleil Sun Care range which is aimed at a demographic of 13-25 year old male consumers. The team developed aMagnetic Wash-On Sun Protection,a a brand of skincare cleansers with built in sun protection factor (SPF). By cleansing with this product a consumer can also ensure protection from incidental sun damage throughout the day. Ben Hayward of Blue ADynamics described the brand as aa revolutionary body and face wash range that fits into your individual daily routine and active lifestyle.a

Blue ADynamics presented their marketing campaign and the product aMagnetic Wash-On Sun Protectiona to a panel of judges at the Paris final which included Lindsay Owen-Jones CEO of L’OrAal Worldwide and Zain Raj, CEO of Euro RSCG, an advertising agency. The judges awarded Blue ADynamics second place, based on the strength of their original idea and marketing strategy, presenting them with a silver trophy and a5000 for a European trip of their choice. They beat off competition from Argentina and Singapore, coming second to the USAas team from Brigham Young University, who study advertising at their Universityas Advertising Academy.