UMN Students Win National Runner-Up in The L’Oréal Brandstorm 2022 Global Innovation Competition

The Alterace team from UMN, consisting of UMN Visual Communication Design students, won the National Runner-Up position in the Tech Track category at L’Oréal Brandstorm 2022. (Doc. Screenshot from Instagram/@lorealindonesia)

TANGERANG – A team of students from Universitas Multimedia Nusantara (UMN) has achieved national recognition. In the global L’Oréal Brandstorm 2022 competition, the Alterace team from UMN, consisting of UMN Visual Communication Design students Rachelle Irene and Vellyn Laurentcia, and UMN Information Technology student Andrian Santo, secured the National Runner-Up position in the Tech Track category on Thursday (7/4/2022).

The competition, which was participated in by more than 83 thousand participants from 65 countries, challenged the younger generation to design technological solutions for the future of the beauty industry. Rachelle, as the team representative, expressed her pride in bringing UMN’s name to the final round.

“I’m so happy! We really didn’t expect to make it to the finals, especially meeting and pitching with friends from major universities throughout Indonesia,” Rachelle said.

In the team consisting of three UMN students from the class of 2018, Rachelle contributed with a user-centered design approach. She emphasized that every technological innovation must be in line with human needs. According to her, “Any technology must ultimately make people’s lives better.”

One of the Alterace members from UMN, Rachelle Irene, at the L’Oréal Brandstorm 2022.

Rachelle added that a deep understanding of users is the main foundation before determining the technology to be used. She also believes that the Interactive Design knowledge she learned at UMN has played a significant role in designing innovative solutions that remain humanistic.

“The basic principle is simple, [which is] if the product is not used, it means it is useless,” she said, emphasizing the importance of a clear and easy-to-understand user experience.

The project they are working on, Alterace, is an artificial intelligence (AI)-based digital makeup asset concept that can be used on users’ avatars or digital identities in various virtual worlds. “It’s like NFT makeup that you can ‘wear’ on your avatar or digital identity in various virtual worlds,” Rachelle explained.

This solution was developed in line with the growing trend of the metaverse in recent years. Alterace sees an opportunity for the world of beauty to not only develop physically but also expand into a more inclusive and sustainable digital space for expression.

This national achievement also demonstrates the readiness of UMN students to face the transformation of technology- and creativity-based industries. It is hoped that this achievement will inspire more students to dare to innovate and compete on the global stage.

By Melinda Chang | UMN News Service

English translation by Levina Chrestella Theodora

Kuliah di Jakarta untuk jurusan program studi Informatika| Sistem Informasi | Teknik Komputer | Teknik Elektro | Teknik Fisika | Akuntansi | Manajemen| Komunikasi Strategis | Jurnalistik | Desain Komunikasi Visual | Film dan Animasi | Arsitektur | D3 Perhotelan , di Universitas Multimedia Nusantara.