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Executive Course in Beauty & Wellness Business Management (ECOB)
In the world of fashion, luxury, and lifestyle, beauty and wellness have become among the most strategic and commercially relevant drivers for brands, regardless of their positioning. Fragrances, skincare, haircare, and makeup are no longer marginal categories — they are true revenue drivers, capable of generating high margins, building lasting customer loyalty, and supporting the entire brand ecosystem.
The Executive Course in Beauty & Wellness Business Management (ECOB) analyses beauty and fragrance as strategic assets within luxury brand management, exploring their role in corporate identity, innovation, and long-term value creation.
Held in both Italian and English, the course is designed for professionals looking to deepen their expertise in beauty and wellness applied to the fashion and luxury industries.
Executive Course in Beauty & Wellness Business Management (ECOB)
Key Facts
Course Coordinator: Isella Marzocchi
Duration: 64 hours — 7 sessions
Location: Hybrid — Milano Fashion Institute Campus, Via G. Durando 38, Milan / Live Streaming
Teaching mode: 100% in-person, with optional remote participation upon request. The course requires in-person attendance at all teaching activities. Remote participation is also available upon request. In case of remote participation, attendance and exam tests will be verified for each session in order to meet the requirements for the Certificate.
Language: Italian and English
Fee: €4,000 + VAT (early bird €3,500 until 12 July)
Open for registration: now
Registration deadline: 22 September 2026
Assessment: Group project
Participants recommended by member companies of the National Chamber of Italian Fashion are eligible for a preferential rate. Consult the list of associated companies.
Schedule
The course begins in September 2026. The detailed calendar is currently being finalised — further information coming soon.
Who Is This For
Professionals looking to deepen their understanding of the strategic and commercial dynamics of the beauty and wellness sector within the fashion and luxury industries. The course combines lectures, company visits, case study analysis, and visual and archival materials.
Learning Objectives
Understand the strategic role of beauty, cosmetics, and fragrances within luxury and wellness brand systems
Analyse perfume and beauty products as instruments of corporate identity and brand extension
Interpret the aesthetic, symbolic, and semiotic dimensions of olfactory creation, packaging, and visual communication
Evaluate the historical evolution of advertising languages in the beauty and fragrance sectors
Recognise the cultural and sensory foundations of contemporary wellness narratives within luxury brands
Apply historical and critical analysis to contemporary case studies in beauty and wellness management
Main Topics
Beauty and wellness industry: scenario, trends and economics
Distribution, retail management and customer experience
Marketing, communication and media in the beauty and wellness industry
Brand management and product development
Sustainability, innovation and emerging trends
The evolution of wellness: markets, trends and identity values
New visions for the wellbeing sector: products, strategies and experiences
Final Project
Participants will develop a group project focused on a real strategic challenge in the beauty and wellness sector, producing a concrete output directly applicable to their professional context.
Project Objectives
Apply acquired knowledge to a practical industry case
Develop an integrated brand, product and communication strategy in beauty and wellness
Translate analysis into operational recommendations for a brand or company in the sector
Project Structure
Brand and competitive context analysis
Identification of strategic opportunities in beauty and wellness
Development of a brand, product or communication proposal
Final presentation
Evaluation Criteria
Depth and accuracy of the context analysis
Relevance and originality of the strategic proposal
Ability to integrate brand, product and communication perspectives
Clarity and professionalism of the final presentation