The Business of Beauty: Introduction to the Beauty Industry

Gain expert insights into the beauty industry alongside specialists and academic

On this three-week course, you’ll be guided by industry specialists from Condé Nast College and teams at Glamour and Vogue to understand how the beauty industry operates.

You’ll consider the recent growth of the beauty industry and the steps brands must take to stand out and respond to evolving consumer demands.

You’ll also have the opportunity to apply your new knowledge to develop your own ideas and produce creative pieces, as well as predict what beauty might look like in 2025.

Examine global beauty trends

Exploring technological advancement, consumer behaviour, and socio-cultural developments, you’ll learn how the beauty industry evolves and adapts to global trends.

You’ll also discover how beauty brands use forecasting insights to plan and prepare for these changes. With this knowledge, you’ll reflect on the value of the beauty sector to the wider fashion industry.

Explore the strategies behind marketing beauty products

As the beauty industry changes, the way beauty products are marketed must also adapt. Digital media, social network platforms, and the rise of the influencer have impacted the ways beauty brands can most effectively communicate new products to customers.

You’ll be introduced to the key considerations when marketing and communicating beauty products in the media, and evaluate the main methods used by beauty brands today.

By the end of the course, you’ll have a solid understanding of how the beauty industry operates and evolves.

This course is designed for anyone interested in learning more about the beauty industry and how beauty brands market their products and communicate their values.

This is an introductory course that will suit you if you want to expand your knowledge on the business of fashion, beauty, and the media and understand the latest industry developments.

• Introduction to the Beauty Industry
• Welcome to Week 1: Getting to know the course and each other
• Understanding the Beauty Industry
• Key Challenges Facing the Beauty Industry
• Case Study: Glossier's Digital Marketing Strategy
• What You've Learnt So Far
• Marketing & Communication of Beauty Brands
• Welcome to Week 2: Marketing & Communication Strategies
• Introduction to Marketing in the Beauty Industry
• Still Life Photoshoot
• Evolution of Beauty Campaigns
• Reflection on Beauty Marketing
• Beauty Trends & The Future
• Welcome to Week 3: Beauty Trends & the Value of the Sector
• Overview of the Biggest Trends
• Final Creative Task
• Reflection on Beauty Trends