Product Management for Fragrances and Cosmetics

The course will provide an overview on perfumery foundations, ingredients and composition processes and techniques with dedicated laboratory activities for olfactory experiences. Participants get to understand how ingredients are processed into a final product by observing every step from pre-production to post-production processes, such as merchandising and packaging.

Additional topics cover product development and management processes – i.e. retail strategies and distribution – including target audience analysis and the importance of price brackets on sales performance. Focus areas involve the power of communication, brand seduction and the ability to build desire in perfumery and cosmetic products with an eye to brand storytelling, digital PR, and concerning  media Below The Line (BTL)/Above the line (ATL).

Essential digital marketing channels will also be covered, giving participants the best tools to communicate powerful, emotional messages that get to the heart of consumers.

To complete the programme, participants will gain a comprehensive insight into the history of perfume and cosmetics, as well as its evolution and recent trends; they will have the opportunity to learn about the key product management and go-to-market aspects and unique features of this segment with an eye to PR, promotion and storytelling techniques.

Expert managers will present successful cases to help ignite creative ideas and insights.

• The history of perfume and cosmetics, vision, evolution and trends
• Market composition and segmentation
• Fragrance and Cosmetic business and product management foundations
• Go-to-market – launching new products
• Key aspects of buying, merchandising and visual display
• Communication and product management Strategies

The course aims to enable participants to acquire the necessary skills to access management roles in the luxury fragrance and cosmetic industry, from distribution to communication. They will develop unique industry-specific tools and be prepared to work as: 

• Product Managers
• Brand managers
• Key Account Managers
• Retail Beauty Managers

Module 1 · Marketing & Industry Analysis

The course focuses on key business and marketing strategies for fragrances and cosmetics industries. Students discover how companies determine the best marketing strategies to optimise economic, distribution, and production aspects of a brand, and are introduced to the main indicators for measuring financial performance. Students acquire skills related to market composition, segmentation, emerging trends, principles of business and marketing and brand strategies for the Perfume and Cosmetics industries.

Module 2 · Product Development & Digital Storytelling

This programme covers every aspect from research, product development, management and communication in launching new perfumes or beauty axes, acquiring knowledge in buying and merchandising, omnichannel strategies, PR and promotion techniques, principles of brand storytelling and delving into state-of-the-art techniques for product presentation, visual merchandising, retail & web communication and olfactory marketing.

Access to each module is given upon successful completion of the previous one.

The course will provide an overview on perfumery foundations, ingredients and composition processes and techniques with dedicated laboratory activities for olfactory experiences. Participants get to understand how ingredients are processed into a final product by observing every step from pre-production to post-production processes, such as merchandising and packaging.

Additional topics cover product development and management processes – i.e. retail strategies and distribution – including target audience analysis and the importance of price brackets on sales performance. Focus areas involve the power of communication, brand seduction and the ability to build desire in perfumery and cosmetic products with an eye to brand storytelling, digital PR, and concerning  media Below The Line (BTL)/Above the line (ATL).

Essential digital marketing channels will also be covered, giving participants the best tools to communicate powerful, emotional messages that get to the heart of consumers.

To complete the programme, participants will gain a comprehensive insight into the history of perfume and cosmetics, as well as its evolution and recent trends; they will have the opportunity to learn about the key product management and go-to-market aspects and unique features of this segment with an eye to PR, promotion and storytelling techniques.

Expert managers will present successful cases to help ignite creative ideas and insights.

• The history of perfume and cosmetics, vision, evolution and trends
• Market composition and segmentation
• Fragrance and Cosmetic business and product management foundations
• Go-to-market – launching new products
• Key aspects of buying, merchandising and visual display
• Communication and product management Strategies

The course aims to enable participants to acquire the necessary skills to access management roles in the luxury fragrance and cosmetic industry, from distribution to communication. They will develop unique industry-specific tools and be prepared to work as: 

• Product Managers
• Brand managers
• Key Account Managers
• Retail Beauty Managers