When passion for marketing met the world of luxury- Deepshikha Lunia’s MGLuxM experience 

Deepshika Lunia is a passionate individual with her heart lying in the captivating realm of marketing and the world of luxury.

When not immersed in her professional endeavours, she explores the city’s finest cafes, jet-set to new destinations, loses herself in the captivating world of movies, and showcases her talents as a trained Bharatnatyam dancer.

Currently, Deepshikha is making waves at the Estée Lauder Companies as a Paid & Owned Media Executive for Clinique & Aveda. Her work entails social media, paid media, consumer & DTC, and e-commerce marketing. Her enthusiasm for her profession shines through as she organises captivating events, witnesses the influence of social media on people, and involves herself in the ever-evolving digital landscape.

As Deepshikha Lunia continues to make her mark as a force to be reckoned with in the world of marketing and luxury, let’s find out more about her MGLuxM journey at SP Jain Global.

What has been your experience with SP Jain’s MGLuxM program? Which aspects of the program stood out to you the most?

My experience with SP Jain Global’s MGLuxM program has been truly exceptional. The program provided a comprehensive understanding of the luxury industry, combining theoretical knowledge with practical exposure. The faculty members, who were industry experts themselves, imparted valuable insights and guidance. Along with the nuances of the luxury industry, the program had well-defined courses on the principles of marketing & end-to-end brand management.

One aspect that stood out to me the most was the program’s exciting international exposure. It offered me the opportunity to study and gain industry insights from various luxury brands in Milan & understand the diaspora of the European luxury market. This exposure not only broadened my perspective but also allowed me to understand the ‘idea of luxury’ in different cultural contexts.

Furthermore, the program fostered a strong sense of community and collaboration among the students. Interacting with fellow classmates from diverse backgrounds, cultures, and industries enriched the learning experience and provided a platform for cross-cultural exchange. The collaborative environment allowed us to learn from each other’s perspectives and build lifelong connections in the luxury industry.

How have the skills you acquired during the program at SP Jain Global contributed to your professional growth at The Estée Lauder Companies Inc?

The skills I acquired at SP Jain Global have played a pivotal role in my professional growth at The Estée Lauder Companies Inc. The program equipped me with a strong foundation in marketing strategies, consumer behaviour analysis, brand management, and effective communication.

Additionally, the emphasis on practical projects and internships provided me with hands-on experience, enabling me to apply theoretical concepts in real-world scenarios. This experience was highly valued by my employer, as it showcased my ability to think critically, adapt to dynamic situations, and contribute to the success of the company’s marketing initiatives.

Would you like to share your learnings and experience with a 2-month internship/project?

I undertook a project towards the end of my course, and needless to say, it was an invaluable part of my learning. It allowed me to work directly with a startup luxury marketplace and gain first-hand experience in executing marketing strategies and content creation. During this period, I had the opportunity to apply the concepts and skills I learned in the classroom to real-life situations. My work largely entailed creating and executing digital marketing strategies, search engine optimisation, content building and managing a team of 25 writers.

The project enabled me to develop a deeper understanding of the digital landscape of the consumer-facing industry, enhance my problem-solving abilities, and strengthen my teamwork and collaboration skills. It was an enriching experience that truly accelerated my professional growth and provided me with a strong foundation for my future endeavours.

What kind of industry exposure did you gain during the program in India and across Europe?

During the program, I had the privilege of gaining extensive industry exposure both in India and across Europe. In India, we had the opportunity to visit luxury brand showrooms, engage in panel discussions with industry leaders, and participate in guest lectures by renowned professionals. This exposure helped me understand the Indian luxury market landscape and the challenges and opportunities it presents.

The program also included an immersive study trip to Europe, where we visited several iconic luxury brand stores and interacted with professionals working in the field. This exposure provided invaluable insights into the European luxury market, its unique dynamics, and the best practices followed by established luxury brands.

This comparative study gave us a great understanding of the difference between an Indian luxury consumer vs a European luxury consumer.

Could you kindly share your personal experience of living and studying in Milan?

Living and studying in Milan was a transformative experience for me. Milan, often referred to as the fashion and design capital of the world, offered a vibrant and dynamic environment for learning and personal growth. The city’s rich history, exquisite architecture, and an unparalleled sense of style provided the perfect backdrop for studying luxury brand management.

One of the most exciting aspects of living in Milan was the proximity to renowned luxury brands. Being surrounded by iconic fashion houses and witnessing their influence first-hand was inspiring. Milan served as a hub for fashion events, trade shows, and exhibitions, offering countless opportunities to experience the latest trends and innovations in the luxury industry. Milan’s vibrant and dynamic nature created an environment that fuelled creativity and pushed me to think outside the box when it came to marketing luxury brands.

Furthermore, living in Milan exposed me to the Italian way of life, characterised by a deep appreciation for art, culture, and craftsmanship. Exploring the city’s museums, galleries, and historical landmarks enriched my understanding of the cultural heritage that underlies the luxury industry. Not to forget, Milan gave me a better taste in coffee & brioche.

Which channels and platforms are commonly used to promote products and engage customers in the hair and skincare brand industry?

In the hair and skincare brand industry, various channels and platforms are commonly used to promote products and engage customers. Some of the prominent ones include:

  • Social Media: Platforms like Instagram, Facebook, and YouTube are widely utilised for brand promotion, product launches, influencer collaborations, and engaging with customers through interactive content and storytelling.
  • E-commerce Websites: Online marketplaces and brand websites serve as platforms for showcasing products, providing detailed information, and offering personalised recommendations to customers.
  • Beauty Blogs and Vlogs: Beauty influencers and bloggers create content to review and promote hair and skin care products, sharing their personal experiences and recommendations with their audiences.
  • Traditional Media: Print magazines, television, and radio are still relevant channels for reaching a broader audience and generating brand awareness.
  • Email Marketing: Brands utilise email newsletters to share updates, exclusive offers, and personalised recommendations with their subscribers.

What are the current trends and best practices in marketing for the hair and skincare brand industry? How do you stay updated with industry developments to leverage new opportunities?

The hair and skincare brand industry is constantly evolving, and staying updated with the latest trends and best practices is crucial. Some of the current trends include:

  • Clean and Sustainable Beauty: Consumers are increasingly demanding clean, environmentally friendly, and ethically sourced products.
  • Personalisation: Brands leverage technology to offer personalised recommendations and customised product formulations based on individual needs.
  • Influencer Marketing: Collaborating with influencers and micro-influencers has become a popular way to reach and engage with the target audience.
  • Content Marketing: Creating valuable and informative content through blogs, videos, and social media has proven to be an effective way to build brand loyalty and establish thought leadership.

To stay updated, I actively follow industry publications, attend webinars and conferences, engage in online forums, and network with professionals in the field. Additionally, subscribing to newsletters and following industry experts on social media platforms helps me stay informed about the latest developments and emerging opportunities.

What advice would you share with luxury enthusiasts who wish to pursue this program?

For luxury enthusiasts aspiring to pursue MGLuxM, I would offer the following advice:

  • Be Passionate: The luxury industry demands passion and dedication. Ensure that your interest in luxury brand management goes beyond the surface level and is rooted in a genuine love for the industry.
  • Embrace Global Exposure: Take full advantage of MGLuxM’s global exposure opportunities. Immerse yourself in different cultures, learn from industry experts worldwide, and broaden your perspective on luxury brand management.
  • Seek Practical Experience: Actively participate in internships, projects, and practical assignments offered by the program. The practical experience will not only enhance your learning but also make you stand out to potential employers.
  • Network and Collaborate: Build a strong network of professionals, fellow students, and alumni. Attend industry events, engage in discussions, and leverage these connections for internships, job opportunities, and ongoing learning.
  • Stay Curious and Updated: The luxury industry is constantly evolving. Cultivate a habit of continuous learning, stay updated with industry trends, and be open to embracing new technologies and marketing strategies.

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