COSMETICS MARKETING & PARTNERSHIPS

Kick things off by getting to know your instructor, your peers, and what’s in store for the course. We’ll walk through the roadmap, key assignments, and what to expect — plus, answer any burning questions before we dive in.

• Instructor & student introductions
• General housekeeping
• Course roadmap & key assignments
• Q&A

Get the lay of the land in the cosmetics industry — who’s who, what’s trending, and why smart partnerships can make or break a brand. We’ll explore brand identity, innovation, and the power of collaboration to drive growth in an ever-evolving market.

• Global cosmetics market: Size, players, trends
• Brand identity & collaborations for growth 
• Innovation, relationships, inclusivity, sustainability
• Cosmetics marketing roles 
• Discussion: How do brands shape consumer perception & how can collaborations drive growth? 

Your brand isn’t just a logo — it’s a story, a vibe, a promise. In this session, you’ll define what makes your brand stand out, craft a personality that resonates, and build a visual and verbal identity that sticks. Turn your vision into a brand consumers actually remember.

• Authenticity, inclusivity, clean beauty, & niche positioning
• Cohesive look, tone, and messaging 
• Case study: MAC VIVA GLAM: Bold, purpose-driven identity & lasting impact
• Workshop: Using branding frameworks to draft a compelling brand story

Assignment #1: Conceptualize your fictional cosmetics brand (name, values, initial product concept) using the Product Marketing Template. Submit 3-5 Google Slides.

From idea to formulation — let’s break down how beauty products come to life. You’ll learn how to spot market gaps, navigate MoCRA regulations, source the right ingredients, and collaborate with manufacturers (even on a budget). Great products start with smart decisions.

• Product development: From idea to launch
• Identifying gaps & demand 
• Key MoCRA requirements
• Working with labs & manufacturers 
• Low-MOQ manufacturing strategies for indie brands
• How sourcing decisions impact branding, storytelling, and positioning 

Know your numbers, nail your packaging, and keep it compliant. In this session, we’ll break down product costs, navigate packaging suppliers, and decode regulatory claims — so your launch is both profitable and above board. Plus, get hands-on with a Bill of Materials (BOM) workshop to map out every detail of your product’s pricing and compliance.

• Understanding cost breakdowns 
• Working with packaging suppliers & designers
• Types of claims (cosmetic vs. drug vs. functional claims)
• Workshop: Building a product BOM worksheet

Assignment #2: Outline 1-3 products for your brand, detailing ingredients, packaging choices, and cost estimates (ingredient sourcing, MOQ pricing, per-unit cost).

Your website is your brand’s home turf — let’s make it one worth visiting (and buying from). In this class, you’ll set up a functional e-commerce site, fine-tune the user experience, and learn SEO tricks to get your brand noticed. We’ll break down what makes a website truly stand out (and what makes people bounce). 

• Website platforms (Shopify), basic e-commerce setup
• UX design for product pages & checkout flow
• SEO fundamentals: Keywords, meta tags, content strategy
• Social media for customer interaction & sales
• Workshop: Analyzing brands that have captivating websites & content

Not all marketing magic happens online! In this class, we’re diving into the tried-and-true traditional marketing strategies that still make waves in beauty — think print, TV, retail partnerships, and real-world brand experiences. Let’s explore what still works, why it matters, and how emerging brands can use these channels to stand out.

• Print media: Magazines, direct mail, sampling
• Broadcast media: TV, radio, local event marketing
• Retail partnerships: In-store demos, pop-ups
• Case study: Maybelline New York Cosmetics & London Tube
• Discussion: Traditional marketing for emerging brands
• Discussion: Kicking off the pitch deck: Final project 

Assignment #3: Create a basic framework for your pitch deck as a foundation for your final project.

Learn how to make your brand impossible to ignore with digital-first marketing. From influencer collaborations that actually convert to community-driven strategies that keep customers hooked — let’s dive into what really works in today’s beauty landscape.

• Influencer & micro-influencer marketing
• Authentic partnerships vs. traditional celebrity endorsements
• Interactive social media strategies
• The power of community-building
• Discussion: Developing a community-driven marketing strategy & collaborating with influencers to ensure long-term brand loyalty

AI and user-generated content (UGC) are changing the game — so let’s make them work for you. Learn how to use AI-driven personalization, automation, and predictive analytics to craft smarter marketing strategies. See how UGC builds trust and engagement while AI helps you fine-tune your brand’s message.

• AI-driven personalization & automation
• Chatbots, recommendation engines, automated content creation
• AI for targeted messaging & predictive analytics 
• The role of UGC in modern marketing
• Workshop: Interactive session using AI tools (ChatGPT, Claude) 

Assignment #4: Use AI tools to fill out the pitch deck framework, focusing on brand voice, hashtags, keywords, and resource discovery.

Know where to spend, when to save, and how to make your brand financially irresistible. This session breaks down budgeting, smart marketing investments, and what it really takes to attract investors and retailers without sinking your profits.

• Operational vs. project-specific budgets
• Smart marketing investments 
• Attracting investors 
• Choosing the right retailer
• Understanding retail costs

Assignment #5: Develop a preliminary marketing budget and integrate it into your pitch deck business plan.

Explore brand collaborations, from influencers to unexpected brand mashups, and learn how to make them work for you. We’ll dive into some of the most talked-about collabs to see what made them tick – and how you can create your own.

• Types of strategic partnerships
• Approaching potential partners
• Case studies: Liquid Death x Elf, Wicked x ULTA, Barbie Movie Collabs
• Discussion: If you could collaborate with any brand, retailer, or influencer, who would it be and why?

In this class, you'll learn how to create killer PR partnerships and strengthen brand visibility & credibility — from crafting impactful events to nailing media outreach and building solid relationships with editors. 

• Marketing through events
• Co-developing creative content
• Sampling & discovery boxes
• Media outreach tools
• Desksides & editorial relationships

Assignment #6: Write a compelling press release and sales collateral to support your brand’s outreach efforts.

Sharpen your copywriting to create powerful, on-brand messages that resonate with consumers, partners, and retailers. Learn how to strike the right balance between concise and expansive copy, while staying legally on-point and true to the brand’s voice.

• Structuring copy for impact
• Long vs. short copy
• Writing for the right audience
• Navigating regulatory compliance
• Discussion: How do different audiences influence messaging?
• Workshop: Refining a copy to be compelling, compliant, and true to brand strategy

Learn how to turn one-time buyers into loyal fans in a crowded market. From killer loyalty programs to personalized offers, you’ll discover strategies that keep customers coming back for more. Get the inside scoop on how industry giants like Sephora, Amazon, and Ulta are leading the way in customer experience.

• Loyalty that lasts: Creating effective loyalty programs
• Personalization: Segmented emails, curated offers, & VIP perks
• Turning feedback into growth
• Inside Sephora’s customer journey
• Industry insights: Amazon, Ulta, and Macy’s 

Assignment #7: Design a loyalty program and outline the customer journey for your brand’s pitch deck.

Level up your brand’s visual storytelling. Explore mood boards, creative briefs, and DIY branding tools while learning how to craft compelling visuals that capture your brand’s essence. Get insider tips on working with creatives to elevate your brand’s identity.

• Mastering brand narrative
• Mood boards & curated imagery 
• Crafting a creative brief
• Finding creatives to work with
• Tools for DIY visual branding

Assignment #8: Create a visual mood board and refine your creative brief to align with your brand’s narrative for the pitch deck.

Get the inside scoop on building meaningful connections in the beauty industry. Learn how to network with purpose, whether it’s for job hunting, brand-building, or partnerships – and make those interactions feel natural, not forced.

• Networking in beauty marketing
• Where & how to network
• Industry events & conferences
• Online networking & communities
• Discussion: What’s the best networking strategy for your goals? Which events or communities resonate with you the most? How can you make networking feel natural and valuable?

In this final class, you’ll polish your resume, fine-tune your pitch, and sharpen your networking game, all while gearing up for a successful leap into the cosmetics industry. Turn that coursework into career action!

• Tailoring your resume for the beauty industry
• Ensuring your pitch deck is investor-ready
• Networking & job search strategy 
• Final Q&A & career reflection

Final Project: Compile your assignments into a cohesive mini-brand pitch:

• Cover Slide with logo, tagline, founder’s info.
• Mission & Brand Story – Why your brand exists and the problem it solves.
• Market Opportunity – Growth, target market, and competition.
• Product Overview – Line-up, key ingredients, pricing.
• Business Model – Sales strategy, revenue model, retail expansion.
• Branding & Marketing – Visuals, influencer strategy, customer engagement.
• Financials & Investment Ask – Projections, funding needs, ROI for investors.
• Closing Slide & CTA – Urgency to invest and how to follow up.

Key assignments and workshops will guide you to build this project step by step throughout the course.