L’Oréal Brandstorm 2025 — Gameface
Brand & campaign strategy
PROJECT TYPE
Academic competition · L’Oréal Brandstorm 2025
YEAR
AREA OF WORK
Brand & campaign strategy
FOCUS
Beauty technology · AI marketing
Overview
Gameface is a student competition concept developed for L’Oréal Brandstorm 2025. The team explored how men’s skincare could move beyond one-size-fits-all routines by combining AI-assisted personalisation, social motivation, and game mechanics in a single platform.
Gameface is a student competition concept developed for L’Oréal Brandstorm 2025. The team explored how men’s skincare could move beyond one-size-fits-all routines by combining AI-assisted personalisation, social motivation, and game mechanics in a single platform.
The challenge
Men’s skincare products often compete on function while overlooking the behavioural barriers that stop users from building routines: limited category knowledge, low motivation, and the sense that skincare is solitary or complicated. The task was to make the routine easier to understand, rewarding enough to sustain, and credible within L’Oréal’s beauty-tech context.
Men’s skincare products often compete on function while overlooking the behavioural barriers that stop users from building routines: limited category knowledge, low motivation, and the sense that skincare is solitary or complicated. The task was to make the routine easier to understand, rewarding enough to sustain, and credible within L’Oréal’s beauty-tech context.
Approach
We framed Gameface as an AI-powered skincare companion rather than another product catalogue. The concept uses personalised diagnosis to recommend routines, gamified missions and progress tracking to reinforce habits, and social features that make participation visible and motivating. Sustainability was integrated through refill and reward mechanisms instead of added as a separate claim.
My contribution centred on synthesising audience insight, structuring the value proposition, and translating the strategy into a concise competition narrative and visual presentation.
Outcome: The project was selected among the Top 200 entries in Mainland China at L’Oréal Brandstorm 2025.
Project status: Gameface was a competition concept. The proposed onboarding, rewards, and social features were not implemented as a live product.
We framed Gameface as an AI-powered skincare companion rather than another product catalogue. The concept uses personalised diagnosis to recommend routines, gamified missions and progress tracking to reinforce habits, and social features that make participation visible and motivating. Sustainability was integrated through refill and reward mechanisms instead of added as a separate claim.
My contribution centred on synthesising audience insight, structuring the value proposition, and translating the strategy into a concise competition narrative and visual presentation.
Outcome: The project was selected among the Top 200 entries in Mainland China at L’Oréal Brandstorm 2025.
Project status: Gameface was a competition concept. The proposed onboarding, rewards, and social features were not implemented as a live product.
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