Beauty Industry Essentials
Product, trends and strategies
Milan
On campus
ENG
Summer and Winter Courses
Language
English
Start date
June 2025
Frequency
Full time
Fruition
On campus
Duration
3 Weeks
Price
2.600 €
Learn how to understand the mechanisms of the cosmetics industry and discover how to communicate the values of a beauty brand.
Italy plays a leading role in the field of cosmetics, a sector that has experienced tremendous worldwide growth in recent years.
Over 75 hours, you will learn about the key dynamics of this industry, understand the regulations governing the production of cosmetics and familiarise yourself with the different ingredients and raw materials.
By the end of the course, you will have acquired the essential tools to analyse the market, discover the latest trends, identify new business opportunities and develop branding strategies.
Information to decide
The course lasts 75 hours and is spread over 3 weeks. Lessons will be held from Monday to Thursday at the IED campus in Milan, both in the morning and in the afternoon.
“Beauty Industry Essentials: product, trends and strategies” explores the beauty industry in terms of products, raw materials and fragrances, which you will learn about through a dedicated sensorial lab.
In addition, you will gain insight into the concepts of marketing, market analysis and product development. The ultimate goal is to learn how to communicate the brand with a focus on ethics, sustainability and values.
This course is aimed at anyone who has basic marketing and communication skills and wishes to work in the beauty industry.
Once completed, you will have the necessary knowledge to take on creative and strategic roles in international companies.
Syllabus
Basics of the Beauty Industry
You will learn about the history, evolution and global impact of the cosmetics industry. Then, you will analyse worldwide market data and trends and acquire a comprehensive overview of the industry and its dynamics. Finally, you will learn about production processes, distribution channels and the importance of trade fairs.
Regulations and labelling
In the second module, you will learn to master the language of the cosmetics industry and examine the regulations governing the production and marketing of products in Europe, the United States and China. Then, you will study the guidelines for correct and complete labelling of products.
Sensorial Lab
You will explore the cosmetics production chain by way of a sensorial lab dedicated to raw materials, fragrances and the finished product. You will understand the properties of raw materials, experiment with fragrances and discover how to communicate brand identity through fragrances.
Beauty Trends
You will learn how to identify new market trends, understand consumer preferences and monitor the evolution of the beauty landscape. You will explore the latest trends concerning ingredients, find out what the emerging aesthetics are and what influences the choices made by the customers. Finally, you will understand how to create packaging that is functional and effectively conveys the brand identity of a cosmetics brand.
Beauty Branding and Value-based Communication
In the last module, you will discover how to establish a strong and authentic identity, with a focus on sustainability, inclusiveness and innovation. You will learn how to manage brand reputation and create emotional connections with end customers, responding to their needs and market trends.
Visiting
A number of guided visits to companies in the beauty industry are planned, to observe first-hand the dynamics and topics covered in the classroom.
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