Since 2007, Summix has given over 100 Rare candidates an insight into some of the leading marketing, communications and FMCG companies in the world. This September, just 30 of our best people were invited to L’Oréal’s Hammersmith headquarters for the most exclusive Summix yet.

The RÉAL Brand Challenge charged candidates with developing a new fragrance in the Ralph Lauren brand, for men aged between 25 and 34. In teams of six, they were given just two hours to prepare a concept board and launch strategy for their fragrance.

 

Described by one candidate as ‘The Apprentice meets Dragons’ Den’, the challenge required candidates to pitch their ideas to a panel of judges, who assessed them on innovation, interaction and understanding of the beauty industry. With deliberations over-running by 30 minutes, it was clear that the standard of the presentations had been exceptional.

 

From ‘Inspired’ to ‘Complete’, via ‘Risque’ each scent appealed to a different aspect of the modern man’s nature.

 

‘Red’ was chosen by one group as the next colour in the Ralph Lauren Polo range and had one judge declaring that she would happily launch the product next year.

The overall winner though was ‘Defiance’. Saluting the tenacity and prowess of Mohammed Ali in naming their fragrance, the winning group took him ‘out of the ring’ to be the face of their campaign. When the judges challenged the rebellious connotations of the name, they were reassured that whilst Ali had a reputation for being short-tempered in the past, he had become one of the most revered personalities in sporting history. The judges were won over, and with champagne and fragrance-filled goody-bags to finish, success really did smell sweet at the end of this year’s Summix.

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