A91030 Cosmetic Industry World

Scuola di Economia e Management
Syllabus
Academic Year 2018/19 First Semester

Learning Objectives

At the end of the course the student will be able:

  1. to better understand the dynamic environment of  enterprises and associations connected to the Cosmetic System
  2. to deeply asses the marketing strategies related to the consumer behaviour in a competitive frame
  3. to apply theoretical tools to analyse the Cosmetic market
  4. to appreciate the relevance of issues discussed in the course in several Cosmetic Italian Industries, through direct participation of companies and entrepreneurs of the sector

Learning targets

At the end of the course the student will be able to:

-apply general models of analysis to a specific jndustrial sector

-to identify the key problems influencing the perforformacies of the companies in the sector

-to identify the integration roles among the different competencies 

-to evaluate the development strategies followed by a  single company

Course Content

In the cosmetic sector, the chemical, the pharmaceutical and the luxury approach rules the business. The growth dynamic, fostered by a long lasting social change trend, is particularly strong and produced a very high growth in turnover and export also during the global financial crisis period. The most important companies are global, but also very innovative and fast growing SMEs companies are operating. The most advanced techniques and management tools are commonly used. The Course has been developed with the support of Cosmetica Italia, the personal care association. All lessons are presented by entrepreneurs and managers of national and international cosmetic companies and offer to the students a direct contact with the top management of the most interesting global and local companies. The strong proactivity base of the course implies the admission only to the attending students. Some distinctive characteristics of the sector are: 

  • The value of communication investments in cosmetics represent 44% of “non food” products.
  • Science and research are the basis of the cosmetic industry. For innovation and technology, cosmetics companies in Italy invest more than 6% of their turnover, compared to an estimated national average of less than 3%.
  • The industry provides employment for a total of 35.000 people: 54% women (by comparison the average percentage in manufacturing industry is 28%)
  • Considering the total amount of people employed in the sector, 11% are graduated.
  • Italy is a worldwide leader in the production of hairstyle products and a trend setter in design and packaging.
  • Cosmetics is part of the excellence of Made in Italy.
  • A sector where digital economy, from marketing to communication, to commercial activity, has become an essential element."

Course Delivery

The course is structured in three main parts. In the first one the importance of Cosmetic organization is introduced and argued with the support of entrepreneurs, understanding the roles of firms and the complexity among several players included the consumer behaviour. The second part of the course provide the tools to analyse and understand the market, in way to support strategies with product and marketing policies, as well as the distribution channel and the complexity of the sector. The third part will present the structure of Italian Cosmetic System but also will focus on the communication and the importance of individual in networks. During the entire course will be the presence of company presentations: representative from leading cosmetic industries will be invited to tell their experience and in some occasions it will be the possibility to visit directly some firms.

Course Evaluation

For students attending classes, the grade will be based on the average of grades obtained during the course. The grade will be based on written exams, class participation, quality of the contributions to the class discussions and work group presentations. In order to be considered “attending student” is required the 80% of presence in the classes of the course and the instructor evaluation of the single part. All other students should pass an oral exam. The program of the oral exam will be defined by the coordinator of the course.

Syllabus

Session 0
Hours of lesson: 0
Instructor:

Topics:

Cosmetic Industry World
Syllabus 2018
Session 1
Date: 30th October
Time: 14.00 – 17.00
Hours of lesson: 3
Topics
Cosmetica Italia and the University:
introduction to the course
The cosmetic entrepreneurial system:
strategies and structures of the company
Abstract
Illustration of the main characteristics of the
cosmetic industry, its articulation in
companies of different size, structure and
business model.
Session 2
Date: 31th October
Time: 14.00 – 17.00
Hours of lesson: 3
Topics
Statistics of the Italian cosmetic system
Abstract
Cosmetica Italia’s statistics department is the
official source of market data that offers them
in its main articulations of product - channel.
Session 3
Date: 6th November
Time: 14.00 – 17.00
Hours of lesson: 3
Topics
The latest cosmetic trends and the top
innovative products
Abstract
Mintel, the global authority in the analysis of
the cosmetic market, will present the latest
macro trends of the industry with a specific
focus on the consumer expectations, products
and innovations. The presentation will give
insights on the most important trend with an
overview of the top innovative products
(claims, packaging and ingredients).
Session 4
Date: 7th November
Time: 14.00 – 17.00
Hours of lesson: 3
Topics
The evolution of trends in cosmetics
Abstract
How are new cosmetic trends born?
Beautystreams, online trend intelligence
agency, will provide indications to understand
the orientation of the sector regarding the
study of color, textures and looks of
consumers.
Session 5
Date: 13th November
Time: 14.00 – 17.00
Hours of lesson: 3
Topics
Luxury branding and innovation in beauty
Abstract
The seminar will discuss the pillars of luxury
branding in the specific business of beauty:
from the brand promise to the delivery in
terms of product offer, distribution and
communication. A special focus will be given
to the concept of innovation in terms of
product concepts and retail formats. The
lecture will be supported by examples and
best cases.
Session 6
Date: 14th November
Time: 14.00 – 17.00
Hours of lesson: 3
Topics
Cosmetic export: the added value of the
cosmetic industry
Abstract
Internationalization activities are fundamental
tools for the competitiveness and growth of
the cosmetic industry in Italy and abroad.
The distinctive excellences that drive the
turnover of Italian cosmetic companies
beyond national borders will be analyzed.
Session 7
Date: 20th November
Time: 13.00 – 18.00
Hours of lesson: 5
Topics
Firm Visit – Pink Frogs
Abstract
Pink Frogs is a small contract manufacturer
company, very open to innovation of the
production and organization process and very
keen to issues related to sustainability that it
has successfully introduced in its plant.
Session 8
Date: 21st November
Time: 13.00 – 18.00
Hours of lesson: 5
Topics
Firm Visit – Difa Cooper
Abstract
Difa Cooper is the Italian company, leader in
dermatology, of the IFC Group, a private
healthcare company with a strong vocation in
dermatology.
Session 9
Date: 28th November
Time: 14.00 – 17.00
Hours of lesson: 3
Topics
Online sales in the cosmetic sector
Abstract
Net.comm, the Italian E-Commerce
Consortium, will present the continuous and
constant growth of online sales in the
cosmetic sector, a key factor of its growth.
Session 10
Date: 4th December
Time: 14.00 – 17.00
Hours of lesson: 3
Topics
Firm Visit – Framesi spa
Abstract
Framesi is a SME company operating in the
professional hairdressing channel, providing
products to over 40 countries worldwide, with
particular competitiveness in dying products.
The plant is located in Paderno Dugnano (MI).
Its president and owner is Fabio Franchina,
past president of Cosmetica Italia and
Cosmetics Europe.
Session 11
Date: 5th December
Time: 14.00 – 17.00
Hours of lesson: 3
Topics
Cosmetic marketing and business: case
histories and innovation’s method
Abstract
How is the consumer changing? Purchasing
routines and consumption styles shift towards
new models and paradigms.
Session 12
Date: 11th December
Time: 14.00 – 17.00
Hours of lesson: 3
Topics
Positioning and trade marketing of cosmetics
in the herbalist channel: L'Erbolario case
history
Abstract
L’Erbolario is an internationally renowned and
recognised company, a leader in the Italian
market in the industry of plant-derived
cosmetics.
Session 13
Date: 12th December
Time: 14.00 – 17.00
Hours of lesson: 3
Topics
Digital Customer Journey and cosmetics
industry: defining a strategic campaign
starting from consumer needs and behaviors
Abstract
No industry has been immune to the seismic
shifts caused by the growth of the digital
landscape. The convergence between digital
and the beauty industry is changing it’s
marketing patterns: brands no more talk at
customers but do aim to talk to them.

 

 


 

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