The Product Management for Fragrances and Cosmetics programme at Istituto Marangoni Firenze is the perfect choice for you if you are looking to excel in the beauty industry. The programme emphasises practical strategies and hands-on experience, equipping you with the skills necessary to thrive as a cosmetic product manager.
This programme covers the techniques, organization and economics behind the production of fragrances and cosmetics, teaching how to manage business issues while responding to market changes and product innovation, and the latest industry trends.
Participants will discover the best strategies to optimize production, marketing, distribution and manufacturing in luxury fragrance and beauty brands and are introduced to key financial performance indicators.
They will face every aspect from research & development to communication in launching new perfumes or beauty axes, analyzing different market segments and delving into state-of-the-art techniques for product presentation, marketing, distribution, retail & web communication and olfactory marketing.
- 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
- Product Managers
- Brand managers
- Key Account Managers
- Retail Beauty Managers
DISCOVER THE COURSE
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.
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