Three first-year students from the Zagreb School of Economics and Management (ZSEM) — Antonija Šimunić, Leonarda Meić-Sidić, and Mark Bradač — achieved remarkable success by winning third place at the prestigious regional L’Oréal Brandstorm competition. This competition blends innovation, marketing, and business idea development, bringing together the best young talents from the region.
Their journey began almost by chance. As they explain, they first heard about the competition during a Business Communication lecture when their professor, Zdravka Biočina, encouraged them to apply. “We didn’t know what to expect; we signed up without great expectations, mostly just wanting to try something new,” Leonarda recalls.
However, shortly after applying, during a guest lecture from L’Oréal’s HR specialists, they realized the seriousness and opportunity this competition offered to young people. They developed their idea gradually, facing many dilemmas and changes in direction. The final concept only came together two days before the submission deadline — a line of post-workout skincare products for men, based on magnesium.
“Our idea was to create a product line that helps the body regenerate after physical activity, but not through supplements — rather through the skin, via transdermal application. We came up with a gel, cream, and spray, all magnesium-based, which not only reduce muscle soreness but also hydrate and nourish the skin,” Mark explains.
Alongside the innovative product, the team emphasized their packaging design, developed with the help of AI tools, in line with ecological standards and modern trends.
Though they had doubts at first about whether they would succeed — especially since each team member brought different skills to the table — Antonija being drawn to communication and organization, Leonarda excelling in information gathering, and Mark as a designer with experience in the visual industries — it was precisely these differences that made them stronger as a team.
“There were disagreements; we didn’t always share the same opinions, but these opposing views pushed us forward,” they honestly admit. They add that their friendship grew stronger through long evenings of preparation, coffee breaks, and many hours on Zoom calls.
Alongside their own efforts, they received great support from professors Zdravka Biočina and Vedrana Pribićević, who guided them through marketing research, pricing strategies, as well as the presentation and performance itself. “This was our first serious public presentation, and I think we did really well. We were the first to present in the finals, which only increased the nerves, but we showed that we can hold a presentation, answer questions, and defend our idea,” says Leonarda.
The competition was fierce; out of 114 registered teams, only ten made it to the finals, with most other teams consisting of more senior students with more experience. Nevertheless, the ZSEM trio managed to achieve an outstanding result.
When asked about their next steps, they unanimously respond: “We definitely want to participate in similar competitions again, now with more experience and much clearer goals. This result has given us a boost.”
For now, they are enjoying the recognition and symbolic awards they received, but what matters most is the experience they gained, which will undoubtedly benefit them in their further studies and future careers.
Third place at L’Oréal Brandstorm is clear proof that even first-year students can compete with their more senior colleagues when they have a good idea, a quality team, and dedication. As they said themselves: “Now we know we can — and we know how to do even better next time.”
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