Beauty Decoded: Strategy in the Global Beauty Business

This course will teach you how to integrate marketing and business strategies in the global beauty industry. It also takes into consideration the different perspectives of marketing across countries. You will learn how to prioritize information that affects marketing decisions and how to deal with challenges within a company or brand. This course will help you understand the strategic implications of country of origin and how it affects customers' opinions about brands and firms.

You will also learn about the role technology plays in the beauty industry and how to master the strategic implications surrounding segmentation, targeting, and disruptive positioning within global market marketing.

You'll be able to understand the social responsibility of brands in today's society and then you will be able to answer the question: What are brands selling in this age of experiential marketing? Finally, you will learn how to clearly define and develop a brand message that reflects their values.

This three-week course will be delivered by Desiree Reid and Co. They are industry leaders in global and multicultural marketing, branding and business development. They are experts in the field of global beauty, and have worked with Avon and Revlon to help them navigate the intersection of business growth and scaling up across continents and cultures.