How to Create a Cosmetics Line & Build a Beauty Brand

Classroom

About This Class

Many are familiar with working in beauty from the perspective of makeup artistry, in-store sales, and firsthand consumer experience, but few have been exposed to the business of developing cosmetics and running a brand or line.

The beauty business is a multibillion dollar industry of artful creation and strategic execution.

In this #beautybiz crash course, you gain insights to the elusive practices of cosmetics marketing, specifically a comprehensive overview of product and brand development.

The class includes classic marketing theories with emphasis on the context within the cosmetics and fragrance industry.

Content Topics:

Product planning
Product Layers
Product – line / mix / assortment / franchise
Product development profile
Product positioning
Competitive advantage
Product differentiation
Brand
Branding
Branding Types
Packaging
Label
Support
Classification
Product life cycle
Brand development strategy

Project Guide by T. Bernie

CosmeticExecutive AdjunctProfessor PublicSpeaker

T. Bernie is a cosmetic executive, adjunct professor, public speaker, and cultural marketing expert. She holds a Master of Professional Studies in Cosmetics and Fragrance Marketing and Management from the Fashion Institute of Technology and is also an adjunct professor at the college in Marketing fo... view full bio

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