Carlson School students earn summer internships in NYC after attending weekend at L’Oreal USA headquarters in New York
MINNEAPOLIS (12-23-08 ) – Three students attending the Carlson School of Management recently gained impressive real-world experiences to add to their resumes. Juniors Aneeta Babulal, Tyler Doroshwalther and Tam Duong were selected from more than 1,000 national applicants to visit the New York headquarters of L’Oreal Paris USA on Nov. 14-16 and experience first hand the role of an international marketing manager for the cosmetics giant. Following the weekend, Doroshwalther and Duong accepted Summer 2009 internships with the L’Oreal luxury products division in New York.
Babulal, Doroshwalther and Duong, all marketing majors, were among 60 students from across the country to attend L’Oreal’s “Brandstorm,” an all-expenses-paid weekend which includes an interview for a summer marketing internship in New York, a crash course in brand management, and an opportunity to learn about marketing products in the competitive beauty industry from senior L’Oreal management.
L’Oreal founded its “Brandstorm” program to widen the geographic reach of its college recruitment initiatives, which traditionally focused on East Coast schools like Harvard University and the Wharton School at the University of Pennsylvania. Applicants were required to send resumes, answer essay questions, take math and logic exams, and complete phone interviews.
Doroshwalther, a marketing and international business major who hopes to work in the fashion and beauty industry after graduation, says the L’Oreal Brandstorm weekend was very intense. “Prior to arriving, we reviewed a 140-page packet on the fragrance industry and Maybelline New York. On Friday night, we were introduced to our project – developing a fragrance and marketing strategy for Maybelline New York. We worked in groups of six and had less than 24 hours to come up with our ideas and product. Finally, we presented our products to L’Oreal executives and the other groups.”
“The L’Oreal Brandstorm Weekend was an unforgettable experience and a fierce competition,” says Duong, who is majoring in marketing and entrepreneurial management. “On our first assignment, ‘Trend Safari,’ we went out on the NYC street to find inspiration for the launch of a product by smelling and listening to the city. I really enjoyed the fact that I was able to apply the knowledge and concepts I am learning in class to a real-world case, and was put under pressure to come up with a solution in a short period of time. I am excited to have an out-of-state summer internship, especially one in New York City with a multinational cosmetic company.
Tess Surprenant, associate director of marketing and business development for the Carlson School’s Undergraduate Business Career Center, has been cultivating the school’s relationship with L’Oreal. “This is the third year that Carlson School students have been selected for L’Oreal’s NYC Weekend and received summer internship offers,” she says. “One of our past L’Oreal interns – Christopher Oudavanh – recently graduated and started in the company’s management development program in New York City. We also have two student teams competing in the L’Oreal Brandstorm 2009 international marketing competition; they are developing a new product line for an existing brand. As Carlson School students build a track record of success in these national competitions, our reputation for academic excellence grows and we are invited to compete in more events.”
Tess Surprenant
Tyler Doroshwalther
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