Capstone 2009: Future Beauty Industry Leaders Explore "New Intelligence for the New Economy"
Industry Leaders Partner with Students to Address Issues Vital to Beauty Industry

Every year, Capstone projects presented by the graduating class of FIT’s Cosmetics and Fragrance Marketing and Management Master’s degree program address timely issues vital to the beauty industry.

This year’s theme was “New Intelligence for the New Economy.” Presentations addressed profound changes in consumer demographics and attitudes in the U.S. and globally, marketing challenges and opportunities they represent, and new ways for marketers to communicate with and engage consumers.

Dr. Joyce F. Brown, FIT’s President, gave welcoming remarks. Keynote speaker Francis Cholle, principal of The Human Company and author of Intuitive Intelligence, discussed his belief that increasingly difficult market challenges demand our total mental capabilities – both cognitive and analytical as well as intuitive and emotional -- to enable radically new solutions.

The four Capstone projects from the 2009 graduating class are highlighted below.


The New Face of Aging: In developed markets, the older population – however one defines that – has been and will continue to grow at a breathtaking rate. Declining birth rates on the other hand will result in shrinking percentages of people of prime working age. How can marketers and society at large take greatest advantage of the vast reservoir of mature experience and buying power?

The New Face of Aging Whitepaper (pdf)
Authors: Laurie Lam, Capstone leader, Keri Dixon, Sarah Ostrower, and Jackie Stewart
Industry partner: Karen Grant, NPD Group, Inc


The New Urban Consumer: The world’s urban population is exploding; cities now account for over 50% of the world’s population. Traditional households – a Caucasian mother, father, and 2+ children – are being replaced, especially in cities, by racial and family structure diversity. What can marketers do to better serve these urban populations, who think and behave so differently from their non-urban counterparts?

The New Urban Consumer Whitepaper (pdf)
Authors: Bill Hughes, Capstone leader, Kory Marchisotto, Marisha McEwan, and Alexis Stern
Industry partner: Marc Gobe, principal, emotionalbranding.com


The New Middle Class: With dramatic growth in emerging markets led by China and India, the new middle class is growing at an unprecedented rate. At the same time, severe recession in the developed world is causing its middle class to hunker down. How can marketers engage this diverse global middle class?

The New Middle Class Whitepaper (pdf)
Authors: Suzanne Della Pella, Capstone Leader, Deirdre Carlough, Jessica Rosenthal, Emmie Salaj, and Nicole Trager
Industry partner: Candace Corlett, principal, WSL Strategic Retail

New Paths of Communication: Digital technologies have revolutionized communications capabilities and requirements. One-way communication is no longer enough; the consumer demands to be heard as well. At the same time, consumers also crave intimacy and sensorial experience requiring creativity and human contact. How will marketers address these different needs?

New Paths of Communication Whitepaper (pdf)
Authors: Virginia Graham, Capstone Leader, Melinda Katz, Samira Khzam, Jake Nagle, and Katie Pitko
Industry partner: Marc Pritchard, global marketing officer, Procter & Gamble

 

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