COSMETICS MARKETING & PARTNERSHIPS

Kick off your journey into the world of cosmetics marketing! We’ll get to know each other, map out the course, and set the stage for an exciting exploration of brand building, data-driven insights, and AI in beauty.

• Instructor & student introductions
• Course overview
• Core themes

Step into the global beauty arena and discover the forces shaping the industry today and tomorrow. From retail to social commerce, learn where the opportunities lie and how top brands like Sephora have transformed the market.

• Market size, categories, & key players
• Channels
• Utilising social media
• Aligning marketing & partnerships with brand positioning
• Case Study: Sephora

Assignment #1 (Optional): Beauty Brand Analysis:
Analyse a beauty brand by evaluating its target audience, ownership, product range, channels, and performance opportunities.

Discover the magic behind brands that stand the test of time. Explore frameworks, partnerships, and storytelling techniques that make a brand not just seen, but remembered.

• Marketing strategies, partnerships & collabs
• Brand strategy framework
• Creating a distinct brand identity
• Case studies: La Prairie vs ELEMIS, & RHODE
• Discussion: Authenticity & relatability

Assignment #2: Comparative Brand Analysis:
Compare the two brands discussed in class: La Prairie and ELEMIS.

Learn to put the customer at the heart of every campaign. Tailor strategies across the marketing funnel to recruit, retain, and delight clients, backed by real-world examples.

• The marketing funnel
• Marketing channels & targeting
• Client-centric approach
• Case studies: The Ordinary, La Prairie

Dive into techniques that keep clients coming back. From loyalty programmes to personalisation, discover how data and community can turn a one-time buyer into a lifelong fan.

• Loyalty programmes & CRM tools
• Building a community
• Personalisation & targeted marketing
• Capturing client data effectively
• Leveraging client data and feedback
• Case Studies: La Prairie, WestBund Art Fair, Ulta, Trinny London

Assignment #3: Customer Engagement & Loyalty Plan:
Create a basic customer engagement and retention plan for a hypothetical cosmetics brand.

Break free from the ordinary. Explore innovative ways to engage audiences, from immersive events to AR try-ons, and learn how brands differentiate themselves creatively.

• Influencers, ambassadors & private events
• Interactive social formats & AR try-ons
• Brand founder, ambassador & spokesperson
• Own stores, pop-ups, & experiential events
• Case Studies: Luna Daily, ELEMIS Malaysia Campaign

Assignment #4 (optional): Spot Non-Traditional Marketing:
Identify a standout non-traditional marketing strategy by a beauty brand and analyse why it worked.

Step into the future of beauty marketing with AI. Explore tools transforming campaigns, personalisation, and consumer insights, while weighing trust, authenticity, and opportunity.

• Guest Speaker: Latest AI tools, techniques, & the new era of marketing
• AI-driven content creation
• Chatbots & consumer insights
• UGC campaigns & personalisation
• Opportunities vs. risks: Trust & authenticity
• Case Studies: Amazon Beauty

Assignment #5: AI Brand Analysis:
Select a beauty brand and analyse how they are using AI in their marketing.

Master the art of storytelling to create emotional connections with audiences. Learn to craft brand narratives that resonate across different market segments.

• Role of storytelling in consumer connection
• The storyteller framework
• Adapting to different audiences & market segments
• Workshop: For a fictional beauty product, craft a brand story designed to connect emotionally with the target audience

Unlock the secrets of successful partnerships in beauty. Learn how to select, evaluate, and maximise collaborations across industries, from luxury to science-driven alliances.

• Types of partnerships
• What makes a partnership successful?
• Red flags & evaluating potential
• Approaching the right partner
• Case Studies: ELEMIS & AMF1, Olaplex & salons, Jo Malone London & luxury hotels
• Workshop: Analyse recent collaborations and decide whether they were strategically sound or missed the mark.

Assignment #6: Strategic Collaboration Proposal:
As a marketeer, propose a collaboration for one of the three brands provided in class.

Build partnerships that last. Learn to create agreements protecting both parties, define roles clearly, and set up frameworks for long-term success.

• Legal & financial considerations
• Negotiating terms
• Defining roles & ensuring overlap

Design campaigns that amplify the strengths of every partner. Learn to co-create content, allocate resources, and measure success effectively.

• Co-developing creative content
• Expanding visibility via partner channels
• Joint budgets, human resources, & creative assets
• Brand positioning & objectives
• Setting KPIs & measuring ROI
• Workshop: Design a joint marketing campaign for a fictional cosmetics brand collaboration.

Get hands-on with marketing budgets. Discover where to invest, how to estimate costs, and what separates a budget win from a fail in the competitive cosmetics space.

• Investing funds
• Types of budgets
• Cost estimation
• Case Study: Budget wins and fails
• Discussion: Analyse real-world campaigns & assess how budgeting decisions contributed to their success or failure

Learn how to maintain partnerships that thrive. Build trust, communicate effectively, and continuously optimise collaborations for sustained impact.

• Trust, transparency, & mutual respect
• Communication strategies
• Conflict resolution
• Continuous evaluation & optimisation
• Case Studies: Successful and unsuccessful long-term partnerships

Assignment #7 (optional): Partnership Health Plan:
Choose a real or hypothetical beauty brand partnership and create a 12-month partnership maintenance plan.

Explore the responsibility behind every campaign. Learn to align marketing with ethical standards in transparency, inclusivity, privacy, and sustainability.

• Transparency & truth in advertising
• Diversity & inclusivity in campaigns
• Data privacy & consumer protection
• Sustainable marketing & avoiding greenwashing
• Workshop: Spot and fix ethical pitfalls in real campaigns

Assignment #8: Reflective Survey:
Identify which areas of cosmetics marketing interest you most.

Discover the many pathways in beauty marketing. Hear firsthand from industry professionals about the skills, qualifications, and journeys that open doors.

• Career trajectories
• Skills & qualifications valued by employers
• Guest speakers: Career journeys & lessons learned
• InteractiveQ&A & open discussion

Deepen your understanding of the beauty ecosystem. Gain insights into roles, challenges, and opportunities for growth from a diverse set of industry voices.

• Guest speakers from various sectors
• Real-world career progression & challenges
• Interactive Q&A

Learn how to stand out and connect in the cosmetics industry. From CV tips to meaningful networking, get the tools to turn relationships into opportunities.

• What recruiters look for
• Interview tips
• Resume & cover letter
• Enhancing professional visibility through online platforms
• Professional visibility & online presence
• Networking strategies & cultivating connections

Assignment #9: Career Path Definition:
Define your career objective and write a professional bio.