What happens when an artistic perfumery house like LabSolue—a symbol of Italian sensory excellence—meets the future luxury brand leaders from Ferrari Fashion School? A unique educational project is born, blending creativity, strategic thinking, and ethical vision. This initiative offered students a true immersion into the world of luxury and beauty marketing, rooted in real-world experience and industry collaboration.
As part of the Brand Synergy: Advanced Marketing and Brand Management module, students from the Master of Arts and Master in Luxury Management programs at ISM – ISG partnered with LabSolue on a concrete challenge: to develop an integrated marketing campaign for the launch of the brand’s new Discovery Kit.
A Strategic Workshop Blending Luxury, Fragrance, and Marketing
Under the guidance of lecturer and course leader Carolina Guajana, the project took shape as a dynamic and immersive 2-month workshop. Students navigated every phase of the marketing process, supported by insights from top-level professionals across the luxury and beauty sectors.
The workshop was enriched by the presence of distinguished guest lecturers who brought firsthand experience and inspiration. Among them were Stefano Bellandi (Kysh Cosmetics), Stefania D’Andrea (Disruptive Beauty Laboratories), Valentina Pasotti (Benefit Cosmetics – LVMH), Gaia Bernasconi (Sephora – LVMH), and Cristina Pianta (Elie Saab). Their contributions bridged academic learning with the practical demands of today’s luxury market, offering students a holistic view of brand strategy, product storytelling, and consumer experience.
A highlight of the experience was a sensory visit to Magna Pars L’Hotel à Parfum in Milan, LabSolue’s iconic headquarters. This immersive journey into the brand’s olfactory identity allowed students to engage with LabSolue’s heritage, vision, and values. The visit was led by Cristina Martella, LabSolue’s Digital Marketing & PR Manager, who introduced students to the art of perfume curation and the brand’s digital strategy.
The Challenge: Communicating the Olfactory Experience of the Discovery Kit
The core of the collaboration revolved around designing a strategic, omnichannel marketing plan with a simulated budget. The objective was to position the Discovery Kit effectively for two distinct target audiences: newcomers exploring LabSolue for the first time, and loyal customers eager to discover new fragrance combinations.
The project unfolded in two key phases. In the first, each group of students created a strategic portfolio that included market research, competitor analysis, and a critical review of LabSolue’s existing communication strategies. Based on these insights, they developed creative proposals for the product launch, placing particular emphasis on sustainability and ethical branding—central pillars in contemporary luxury and beauty marketing.
In the second phase, students presented their campaigns in a professional-style pitch session in front of faculty and brand representatives. Each presentation showcased a complete marketing strategy, including a compelling creative concept, media planning across digital and experiential channels, in-store engagement ideas, exclusive event proposals, public relations strategies, and clearly defined Key Performance Indicators (KPIs) to track success. A strong focus was also placed on enhancing both physical and digital customer experiences, reflecting the hybrid reality of modern luxury retail.
Beyond the Brief: Real-World Luxury Marketing Experience
This collaboration with LabSolue aimed to provide students with more than just technical skills—it was designed to empower them to think like strategic brand builders and ethical marketers. The project encouraged a deep dive into the DNA of a luxury brand built on authenticity, craftsmanship, and refined storytelling.
The results went beyond expectations. By combining branding theory with practical execution, and analytical insight with emotional engagement, students were able to design campaigns that not only honored LabSolue’s heritage but also imagined bold, customer-centric experiences for a modern luxury audience.
More than a classroom exercise, this initiative became a real-world laboratory—one where creativity met precision, and where students gained the confidence and competence to enter the competitive world of luxury marketing.
