{"id":12752,"date":"2025-07-16T14:37:06","date_gmt":"2025-07-16T12:37:06","guid":{"rendered":"https:\/\/www.ferrarifashionschool.it\/?p=12752"},"modified":"2025-07-16T14:40:20","modified_gmt":"2025-07-16T12:40:20","slug":"brand-synergy-master-fashion-and-luxury-management-meets-labsolue","status":"publish","type":"post","link":"https:\/\/www.ferrarifashionschool.it\/en\/brand-synergy-master-fashion-and-luxury-management-meets-labsolue\/","title":{"rendered":"Brand Synergy: Our Master in Fashion and Luxury Management Meets LabSolue"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]What happens when an artistic perfumery house like LabSolue<\/a><\/strong>\u2014a symbol of Italian sensory excellence\u2014meets the future luxury brand leaders from Ferrari Fashion School<\/strong><\/a>? 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,<\/strong> rooted in real-world experience and industry collaboration.<\/p>\n

As part of the Brand Synergy: Advanced Marketing and Brand Management module<\/strong>, students from the Master of Arts<\/strong> and Master in Luxury Management programs at ISM<\/strong> \u2013 ISG partnered with LabSolue on a concrete challenge: to develop an integrated marketing campaign for the launch of the brand\u2019s new Discovery Kit.<\/p>\n

A Strategic Workshop Blending Luxury, Fragrance, and Marketing<\/h2>\n

Under the guidance of lecturer and course leader Carolina Guajana,<\/strong> 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.
\nThe workshop was enriched by the presence of distinguished guest lecturers who brought firsthand experience and inspiration. Among them were Stefano Bellandi<\/strong> (Kysh Cosmetics), Stefania D\u2019Andrea<\/strong> (Disruptive Beauty Laboratories), Valentina Pasotti<\/strong> (Benefit Cosmetics \u2013 LVMH), Gaia Bernasconi<\/strong> (Sephora \u2013 LVMH), and Cristina Pianta<\/strong> (Elie Saab). Their contributions bridged academic learning with the practical demands of today\u2019s luxury market, offering students a holistic view of brand strategy, product storytelling, and consumer experience.<\/p>\n

A highlight of the experience was a sensory visit<\/strong> to Magna Pars L\u2019Hotel \u00e0 Parfum in Milan<\/strong>, LabSolue\u2019s iconic headquarters. This immersive journey into the brand\u2019s olfactory identity allowed students to engage with LabSolue\u2019s heritage, vision, and values. The visit was led by Cristina Martella<\/strong>, LabSolue\u2019s Digital Marketing & PR Manager, who introduced students to the art of perfume curation and the brand\u2019s digital strategy.<\/p>\n

The Challenge: Communicating the Olfactory Experience of the Discovery Kit<\/h2>\n

The core of the collaboration revolved around designing a strategic, omnichannel marketing plan<\/strong> 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.<\/p>\n

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\u2019s existing communication strategies. Based on these insights, they developed creative proposals for the product launch, placing particular emphasis on sustainability and ethical branding<\/strong>\u2014central pillars in contemporary luxury and beauty marketing.<\/p>\n

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 (<\/strong>KPIs) to track success. A strong focus was also placed on enhancing both physical and digital customer experiences<\/strong>, reflecting the hybrid reality of modern luxury retail.<\/p>\n

Beyond the Brief: Real-World Luxury Marketing Experience<\/h2>\n

This collaboration with LabSolue<\/strong> aimed to provide students with more than just technical skills<\/strong>\u2014it 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.<\/strong>
\nThe results went beyond expectations. By combining branding theory with practical execution, and analytical insight with emotional engagement, students were able to design campaigns<\/strong> that not only honored LabSolue\u2019s heritage but also imagined bold, customer-centric experiences for a modern luxury audience.<\/strong>
\nMore than a classroom exercise, this initiative became a real-world laboratory\u2014one where creativity met precision, and where students gained the confidence and competence to enter the competitive world of luxury marketing.<\/p>\n

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