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Beauty Decoded: Strategy in the Global Beauty Business

Hopenclass via FutureLearn


Learn about business and marketing strategies within the global beauty sector

This informative course will help you learn integrated business and marketing strategies within the global beauty sector, taking into account the differing perspectives of marketing practices across national boundaries.

You’ll learn to prioritise information that influences marketing decisions, and will develop skills in how to handle challenges that may arise within a business or brand.

Discover global marketing strategies to help a beauty business to grow

You’ll get to grips with the strategic implications of the country of origin effect and how this influences customer’s opinions of firms and brands.

You’ll also understand what role technology can play within the beauty business, and will master the strategic implications of segmentation, targeting and disruptive positioning within global marketing.

Understand the importance of experiential marketing and social responsibility

As well as gaining an understanding of a brand’s social responsibility in today’s world, you’ll then decipher the answers to the question of: What are brands really selling in the age of experiential marketing?

Finally, you’ll get the know-how into how a brand’s messaging should be developed and clearly defined in order to reflect their values.

Learn from leading industry experts within the global beauty business field

You’ll be taught throughout this three-week course via The Hopenclass by Desiree Reid & Co; leading industry experts in global and multicultural business development, marketing and branding.

With hands-on expertise in navigating the intersection between business growth and scaling up across cultures and continents, they are leading experts within the global beauty business field, with clients including Avon and Revlon.

This course is suited for early career professionals looking to support the strategy of leaders in the modern beauty industry.

It’s also suited to more advanced career professionals looking to broaden their understanding of the global beauty industry, as well as entrepreneurs looking to build beauty brands.


  • Creating the Business
    • You have a great idea for a new beauty product. So what?
    • Sustaining Non-verbal Communications in Business
  • Accessing the Market
    • Marketing
    • Distribution
  • Operations and Scaling
    • Operations
    • Going International

Taught by

Desiree Reid


4.4 rating at FutureLearn based on 11 ratings

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