What happens when an artistic perfumery brand like LabSolue, a symbol of Italian sensory luxury, meets the aspiring luxury managers of Ferrari Fashion School? A project is born that combines creativity, strategy, and ethical vision, offering students a real immersion into the world of marketing in the luxury & beauty sector.
As part of the Brand Synergy: Advanced Marketing and Brand Management module, students from the Master of Arts and the Master in Luxury Management at ISM – ISG had the opportunity to work closely with the LabSolue team on a real project: designing an integrated campaign for the launch of the new Discovery Kit.
A Training Lab Between Luxury, Perfume, and Strategy
Led by professor Carolina Guajana, the project developed as a two-month creative and strategic lab. The experience was enriched by a series of high-level guest lecturers from leading beauty and luxury companies: Stefano Bellandi (Kysh Cosmetics), Stefania D’Andrea (Disruptive Beauty Laboratories), Valentina Pasotti (Benefit Cosmetics – LVMH), Gaia Bernasconi (Sephora – LVMH), and Cristina Pianta (Elie Saab).
The project also included a highly engaging experience: a sensory visit to Magna Pars L’Hotel à Parfum in Milan, LabSolue’s historic headquarters, where students could experience the essence of the brand firsthand thanks to a presentation by Cristina Martella, LabSolue’s Digital Marketing & PR Manager.
The Brief: Communicating the Olfactory Experience of the Discovery Kit
The core of the work was the development of an omnichannel marketing strategy with a simulated budget, targeting two specific audiences: first-time LabSolue customers and loyal clients eager to explore new fragrance combinations. Students worked on both individual and group levels. In the first phase, each group prepared a strategic portfolio, which included market analysis, competitor research, evaluation of existing communication strategies, and a proposal for the launch of the new product. Great attention was also paid to integrating ethical and sustainable practices, a key element in high-end cosmetics marketing today.
In the second phase, the groups presented their proposals to professors and company representatives, simulating a real professional pitch session. Each campaign included a creative concept, a media plan with digital channels, exclusive events, PR and in-store strategies, Key Performance Indicators (KPIs) to measure campaign success, and ideas to enhance the customer experience, both physical and digital.
Beyond the Project: A Real Experience in Luxury Marketing
The educational goal was clear: to provide students with concrete tools to face strategic marketing challenges in the luxury sector, developing campaigns capable of enhancing a brand’s identity and its connection with its audience. But the outcome went further: this project with LabSolue represented a unique opportunity for professional and personal growth, with a multidisciplinary and innovative approach.
From studying the brand DNA, composed of authenticity, refinement, and craftsmanship, to proposing tailored experiences for a demanding and sophisticated audience, the project highlighted the value of combining storytelling, aesthetics, and strategic analysis.
