Objectives of the Master's in Beauty Business Management

The beauty sector remains one of the most dynamic and resilient in the Italian economy, with constant growth in turnover, domestic consumption, and exports. The Master's in Beauty Business Management at Accademia del Lusso, organized in collaboration with eCampus University, offers real opportunities for entry into an industry that values specific skills and young profiles ready to tackle the challenges of a rapidly evolving market, and aims to train highly qualified professionals to fill key roles in the sector.

The Master's in Beauty Business Management program is distinguished by its integrated and multidisciplinary approach, combining solid theoretical foundations with an intensive practical component. The educational content covers managerial aspects and skills in corporate strategy, marketing, innovation, and international development.

The educational activities also include experiential workshops, case study analyses with companies, project work, and direct engagement with partner companies. Thanks to its close connection with the professional world, the Master's in Beauty Business Management ensures a solid educational experience that aligns with the real dynamics of the sector. It offers students the opportunity to access up-to-date knowledge, concrete experiences, and corporate best practices, providing a solid and specialized training designed to facilitate entry into the relevant professional context and meet the needs of a market that requires prepared, flexible, and aware professionals.

Admission Requirements

First or Second Level Degree (or an equivalent qualification after at least 15 years of schooling or university for non-Italian students);
Adequate knowledge of the language of instruction, to be demonstrated through a formal certificate or a Teams interview (for non-native speakers)

Degree Awarded

First-Level University Master's Degree - 60 ECTS credits

Teaching Method

The program of the First-Level Master's in Beauty Business Management includes various types of lessons and activities, diversified in their characteristics and educational objectives: theoretical classroom lessons, workshops, practical project experiences on-site, and educational visits to the most relevant companies in the sector. Students' preparation is monitored through written exams and periodic assessments. At the end of the course, each student must take a final exam, including a thesis presentation to the Examination Committee of eCampus University.

Classroom Lessons

frontal teaching with mandatory attendance, theoretical-practical subjects, and laboratory activities

External Visits

study tours and a visit to Cosmoprof in Bologna, the world's leading trade fair for the entire beauty industry

Seminars

in-depth seminars with key figures from the beauty system

Work Weeks and Workshops

interdisciplinary training workshop focused on the development of an assigned project

Study Plan

Study Plan

Sociology of Consumer Behaviour Duration: 36 hours - ECTS: 3: The act of consumption as a social phenomenon: introduction to the sociology of consumption, analysis tools. Analysis of consumer behavior in the context of the global market and the cultural factors that determine consumption. The social dimension of consumption: consumer behavior in relation to the social structure they live in, age group, level of education, and the influence of social media. Consumption as a transdisciplinary phenomenon: fashion, luxury, beauty. The role of communication in consumer choices. Study of new consumption trends.
Luxury Marketing & Branding Duration: 36 hours - ECTS: 3: Concept of brand, mission, and vision. Brand image, logo, marketing strategy, and policy. Types of brands, classifications, concept of a logo and its construction. Brand personality, archetypes. The time variable in marketing. Innovative branding. Co-marketing and co-branding. The weapons of persuasion and scarcity, limited editions (quantitative and temporal limitation, limited editions, and temporary stores). The concept of Rebirth and study of real cases. Concept of luxury, luxury markets, and their specific characteristics. Contemporary luxury groups.
Licensing & Brand Extension Duration: 36 hours - ECTS: 3: Evolution of licensing in Italy. The brand as a growth vector in the fashion and beauty sector. The licensing relationship. The life cycle of licensing: from growth through agreements to internal growth through acquisitions. The creative project. Organizational implications: different professional roles in licensing. The brand and counterfeiting: legal issues. Brand extensions as an opportunity for brand growth. Analysis of case histories.
Essential Components of Business Administration Duration: 36 hours - ECTS: 3: Basics of business administration to understand how companies operate, analyzing their structure, processes, and objectives. Budgeting and corporate strategy to plan and control resources, guiding decisions towards achieving long-term goals. AI for solutions in automation, predictive analysis, and process optimization. Fundamentals of human resources for valuing human capital through selection, training, and staff motivation. Principles of sector law to ensure compliance with regulations and protection of business activities in their legal context.
Beauty Business & Market Trends Duration: 72 hours - ECTS: 9: Historical evolution of the beauty industry: cultural, social, and technological changes that have transformed how consumers perceive beauty and wellness. Scenario, analysis of the beauty market to understand competitive dynamics, purchasing behaviors, and growth opportunities globally. Analysis of market segments (make-up, skin-care, hair-care, fragrance) with distinct characteristics and targets, differentiated strategies to meet consumer needs. Trend analysis and forecasting to anticipate sector developments, identify emerging trends, and guide product and communication innovation.
Product Development & Packaging Duration: 36 hours - ECTS: 3: Product development, from concept to go-to-market: creativity, research, and strategy to transform an idea into a concrete offer on the market. Fundamentals of formulation and regulatory affairs to ensure the safety, effectiveness, and compliance of products with current regulations in different countries. Packaging design and visual merchandising to enhance the brand and influence purchasing decisions. Pricing strategies for product positioning, balancing perceived value, costs, and competitiveness within the market.
Digital Sales Strategies Communication Duration: 36 hours - ECTS: 3: Digital marketing strategies: how to analyze target markets, basics of digital strategy. How to launch a new project online. Search engine optimization: on-site SEO, on-page SEO, off-site SEO, SEO for Copywriting. Selling online: basics of e-Commerce marketing. Selling with Amazon. Social strategies for e-Commerce. Google Shopping, how to leverage it. Web analytics: Google Analytics for e-commerce, SEO reports, and growth forecasts. Basics of social media strategy, how to analyze the market and competitors on social media. Managing Ads on social media. E-mail marketing for E-commerce.
Beauty PR & Event Management Duration: 24 hours - ECTS: 3: Public Relations and Communication in the beauty sector, from influencer marketing to community management, to build effective relationships and enhance online presence. Tools and strategies to protect the brand's reputation and manage potential crises. Event Management, publishing, and public relations, with an integrated approach between digital and traditional channels.
Beauty Retail, e-Commerce & Customer Experience Duration: 48 hours - ECTS: 6: Overview of the distribution system in the beauty sector, models, and the impact of digital transformation. Analysis of distribution channels (perfumery, pharmacy, department stores, large-scale retail, e-retailers) and channel strategy. E-commerce and omnichannel experience, with a focus on exploring global retail trends and new technologies applied to the retail world. Elements of store management and customer experience: sales techniques, customer management.
CSR & Sustainability Duration: 24 hours - ECTS: 3: Social responsibility and sustainability in the beauty business from an ethical and environmental perspective. Diversity and Inclusion for building authentic, inclusive brands that represent a global clientele. B-Corp and sustainable business models as a concrete example of companies that integrate economic, social, and environmental objectives, demonstrating that it is possible to create shared and lasting value for all stakeholders.
International Strategies Duration: 24 hours - ECTS: 3: Ethnocosmetics: cultural diversities that influence consumer choices, the perception of beauty, and product formulation, making a sensitive and localized approach essential. Internationalization and entry strategies into foreign markets through targeted analysis and adaptation of proposals based on regulations, local trends, and consumer behaviors. Import/export management to ensure efficient management of international commercial operations by defining distribution logistics.
Workshop Duration: 24 hours - ECTS: 3: Boost-Lab: Beauty Brand Development. Development of a cosmetic brand concept and creation of the business plan. Research and selection of suppliers and external consultants. Definition of the market launch strategy. Financial planning, pricing strategies, and profit margins. Budgeting and investment evaluation.
Internship – Curricular Stage ECTS: 12
Final Exam ECTS: 3

Career Opportunities

The Master's in Beauty Business Management aims to train professionals capable of navigating the beauty industry with agility, equipped with a solid, comprehensive, and truly applicable preparation for the job market. Thanks to a multidisciplinary approach, participants will develop cross-functional skills spanning strategy, marketing, product development, sales, and communication, gaining a 360-degree view of the sector. They will learn to interpret market needs, collaborate with the production area, and transform ideas into winning products, managing every phase: from concept to promotion, to distribution. Upon completion of the program, they will be able to fill all key roles in the beauty supply chain – from marketing to branding, from licensing to retail – with a highly competitive professional profile ready to successfully enter the sector.

Curricular Internship

The goal of the educational path is to prepare students to effectively and quickly enter the beauty industry. The program includes 300 hours of curricular internship that students will undertake at leading companies in the beauty sector. The curricular internship serves as an initial entry into the corporate environment that can turn into an opportunity for direct and stable employment in the professional world.

Career Paths

What are the main career fields where I can apply my Master's in Beauty Business Management?

01.Digital Marketing Manager: Specializes in creating and managing digital marketing campaigns targeted at consumers of beauty products and services, with a deep understanding of social media dynamics, influencers, and the most effective advertising platforms for this sector.
02.Brand Manager: In the beauty sector, this professional is the guardian and strategist of a brand's image and success. Their main responsibility is to define, develop, and implement the brand strategy to achieve business objectives, while maintaining the brand's consistency and appeal in the beauty market.
03.Product Manager: In the cosmetic sector, they oversee the development and management of a product through all its stages, from ideation to market launch. They analyze trends and consumer needs, coordinate the involved departments (R&D, marketing, production, or external suppliers), and define the product's positioning, packaging, and communication strategy. Their goal is to create products that align with the brand's identity and market demands, ensuring their commercial success.
04.Trade Marketing Manager: Coordinates promotional and marketing activities aimed at points of sale and distribution channels. They create targeted strategies to enhance the brand and increase sales at the retail level, working closely with the marketing and sales departments. They analyze distribution channels, develop promotional materials, coordinate in-store activities, and campaigns dedicated to sell-out, ensuring consistency between the brand image and market performance.
05.Communication & PR Specialist: In the beauty sector, they manage the brand's image through effective communication strategies and targeted public relations. They handle relationships with media, influencers, and stakeholders, organize events and product launches, oversee Digital PR, and monitor the online reputation. Their objective is to build brand awareness, desirability, and consistency across all touchpoints.
06.Export Manager: Manages and develops sales of cosmetic products in international markets, identifying new business opportunities and strengthening relationships with foreign distributors and clients. They adapt the product offerings to local specificities, coordinate market entry strategies for different countries, and promote the brand globally, contributing to the company's international growth. This is a strategic role, increasingly central given the strong international focus of the Italian cosmetics industry.

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