BEAUTY PRODUCT DEVELOPMENT MANAGER

This welcome class will introduce you to the course objectives and flow, and give you some insights into key trends and challenges shaping the evolving beauty industry.

• Instructor introduction
• Course objectives & flow
• Beauty industry: Trends & challenges
• Q&A

Let’s dive in! Explore key product development roles, stages, and skills through real-world beauty industry insights. 

• Beauty product launches: Successes & failures
• Cross-functional roles in product development 
• Product development cycle: Key stages
• Essential skills for beauty product managers

Assignment #1: Select 3 beauty products you like as a consumer (from 3 different beauty brands) and evaluate each product by answering outlined questions.

Gain an understanding of market segmentation, brand positioning, and competitive analysis, and apply these skills through a case study and branding workshop.

• Market segments 
• Brand positioning
• Conducting competitive analysis 
• Case Study: Natura Ekos brand creation 
• Workshop: Creating a new brand 

Assignment #2: Perform a SWOT analysis for the “new brand” launch and propose a plan to address the weaknesses and the threats identified. 

Class 3 will give you an idea of the beauty sector audiences, as well as how to leverage consumer insights for innovation. Additionally, explore trends via social media and influencer marketing.

• Target audiences in the beauty sector
• Consumer insights to drive product innovation
• Social media & influencer marketing to track trends
• Case Study: L'Occitane co-creation sprint with consumers

Discover how to craft go-to-market strategies, optimize pricing and positioning, and explore retailer collaboration through a case study on digital native beauty brands.

• Developing go-to-market strategies
• Pricing strategies & market positioning
• Retailer collaboration for product placement
• Case Study: Digital Native Beauty Brands 

Assignment #3: Define a sales strategy for the “new brand”, considering the best channels to position the brand and pricing strategy. List the 3 key competitors for the strategy you defined.

Dive into the product development cycle — from navigating product ideation and collaborating with R&D on formula development to integrating feedback into the development cycle.

• Product ideation & conceptualization
• Collaborate with R&D teams on ingredient selection & formula development
• Claims substantiation & validation
• Incorporating feedback 

Explore the role of packaging in a beauty product’s success — including balancing aesthetics with functionality and sustainable trends.

• Packaging in beauty product success
• Balancing aesthetics & functionality in packaging
• Sustainable packaging trends in beauty
• Case Study: O Boticario Group Brands and its packaging strategies 

Assignment #4: Select 3 fragrances: 1 prestige, 1 masstige, and 1 mass. Compare the packaging design, materials and communication strategy. Highlight key elements of their packaging strategies, identified opportunities, and improvements you’d recommend.

There’s more to beauty product development than meets the eye. Learn global beauty regulations, compliance and quality standards, and explore quality control through a Johnson & Johnson case study.

• Global beauty product regulations
• Compliance: Ingredients & packaging components 
• Defining quality standards 
• Managing quality control processes
• Case Study: Johnson & Johnson talc-based products contaminated with asbestos

Delve into strategy, budgeting, timelines, and risk management in beauty product development. Finally, put theory into practice in a hands-on workshop.

• Make, collaborate, or buy strategy 
• Budgeting & cost control 
• Managing timelines & milestones in product launches
• Risk management 
• Workshop: Defining a new range for “new brand”: Balancing costs, product attractiveness, and quality

Assignment #5: Define the product development strategy applying the MCB approach. Justify your choice and create a mitigation plan for the risks identified. 

Building relationships is key in this industry. Discover how to manage supplier relationships, select subcontractors, and practice contract negotiation.

• Managing relationships with suppliers
• Selecting subcontractors for manufacturing
• Workshop: Negotiating contracts and prices with vendors

In this class, you’ll explore the various sales channels and learn strategies to expand your retail presence. You will also design an optimized retail experience in a hands-on workshop.

• Case Study: Understanding sales channels
• Strategies for expanding retail presence
• Designing experiences
• Workshop: Optimizing retail experiences for beauty products

Assignment #6: Create a proposal to improve consumers' experience with the “new brand,” considering investments and potential impacts. Define KPIs to evaluate the project performance.

How can you stay competitive in this evolving industry? Dive into staying ahead of trends, collaborating with R&D for innovation, and exploring new beauty segments.

• Staying ahead of trends & consumer needs
• Collaborating with R&D for innovative products
• Leveraging technology & experiences
• Workshop: Exploring new beauty segments

Let’s set you up for success! Explore career paths, essential skills, and networking strategies in beauty product management, while preparing for leadership roles.

• Career paths: Roles & growth opportunities
• Essential skills & certifications for advancement
• Networking strategies & industry connections
• Preparing for leadership roles & managing cross-functional teams