This intensive one-year weekend postgraduate program is designed for professionals and aspiring entrepreneurs seeking to deepen their expertise in luxury business management, with a distinctive focus on the fragrances and cosmetics industry. It offers a balanced blend of theoretical knowledge and practical insights, preparing participants to navigate and innovate within the ever-evolving luxury landscape.
Supported by over 20 industry experts, this course equips students with essential skills in strategic thinking, marketing, consumer profiling, creative direction, and project management. Participants will develop a profound understanding of omnichannel retailing, data analysis, and the operational dynamics of luxury brands, empowering them to meet contemporary industry challenges and anticipate future opportunities.
The specialization in fragrances and cosmetics provides a comprehensive exploration of the perfume and beauty sector. Students will learn the intricacies of creating and managing fragrance and cosmetic brands, collaborating with fragrance houses, adapting to emerging trends, and implementing innovative marketing strategies. Whether aiming to launch their own brand, advance in managerial roles, or refine their entrepreneurial vision, participants will gain the expertise needed to excel in this dynamic field.
This program is ideal for recent graduates, aspiring brand founders, and professionals seeking to elevate their careers in luxury business management, fostering leadership, creativity, and excellence to thrive in this competitive industry.
Luxury Brand Management & Marketing is divided into two semesters:
Semester 1
In this semester, students will understand the multi-layered and complex culture of fashion and luxury, deepening their historical knowledge of brands and trends, exploring sociological and cultural contexts in media, while building expertise in how the systems of fashion operates. Additionally, participants will review fundamentals of business analysis and strategy and learn how to develop a critical approach through industry cases brought by partnering brands. Confronted to real-case scenarios and benefiting from insights shared from emerging or established fashion companies, they will learn how to critically debate the convergence of experiential marketing in communication and retail along with the issues and challenges presented by economic, social and environmental shifts. Finally, if the programme focuses on fashion, it also explores other dimensions of luxury and lifestyle such as perfumes, jewellery, timepieces, hospitality, …, allowing students to build knowledge and use newly acquired expertise, and intuition, for their entrepreneur final project.
Semester 2
This semester is divided into four segments: Industry Fundamentals, Product Development, Marketing & Branding, and Retail & Distribution.
This block explores the physiology of smelling, the link between scents and emotions, and the history of perfume and cosmetics. Students will learn about ingredients and classifications, complemented by field trips and interactive sessions for smelling and evaluating products.
This segment guides students through every stage of product creation, from concept to production, including graphic design and regulatory requirements. Hands-on experiences include a visit to a fragrance house and a perfume factory.
This block covers branding strategies, storytelling techniques, global market trends, and key strategies for the fragrance and cosmetics industries. Students will present their vision of future trends.
Focusing on distribution, students will learn social media communication and retail management. A field trip to Shanghai stores provides real-world insights, culminating in a final exam and brand board presentation.