Strategic Branding &
Product Development
Strategic Branding & Product Development
A complete 4-day journey to create your own fragrance brand and develop 6 market-ready fragrance products with strategic thinking, hands-on creation and professional guidance.
What You’ll Learn
Led and validated by the Korea Art Perfumery Association (KAPA), this masterclass takes you from a fragrance idea to a complete, market-ready brand. Across four days you'll move from market research and scent exploration through hands-on formulation, brand identity development, and finally costing, go-to-market strategy, and presentation.
You'll leave with six market-ready fragrance prototypes you've developed yourself — an Eau de Parfum, Essential Oil Shower Gel, Reed Diffuser, Perfume Sachet, Essential Oil Water Perfume, and Shower Steamer — alongside a complete brand guideline and label ready to print.
The masterclass is led by You Nam Hee, Founder & CEO of Korean fragrance brand YUEL and President of KAPA, who brings over a decade of experience in perfumery education and brand development across Asia.
Course content, activities, materials, and the 6 product prototypes are subject to change without prior notice for continuous improvement. Product range and product types are subject to change.
Day 1 — Discover & Define: Explore market trends, opportunities and consumer needs; understand fragrance ingredients and product basics; develop your product concept and target market; scent exploration and ideation. Outcome: conclude your target market and develop a foundation of brand concept.
Day 2 — Shape & Style: Hands-on formulation guidance; create 6 fragrance-based product prototypes; refine and perfect your formulations. Outcome: complete brand guideline and label ready to print.
Day 3 — Create & Refine: Define brand positioning and target audience; create brand identity and visual direction; design labels, cards and brand materials; build a consistent brand that connects. Outcome: conclude scent formula for all 6 products.
Day 4 — Prove & Present: Costing, suppliers and pricing strategy; go-to-market and commercial considerations; build your brand and product portfolio; presentation and validation of your brand and products. Outcome: production → assessment → presentation → validation.
- Duration: 4 Days
- Format: Hands-on masterclass at Fragrance Laboratory, Seoul
- 6 Products you'll create: Eau de Parfum (EDP), Essential Oil Shower Gel, Reed Diffuser, Perfume Sachet, Essential Oil Water Perfume, Shower Steamer
- Certification: KAPA Certificate awarded by the Korea Art Perfumery Association, authenticated by You Nam Hee, President of KAPA
- Led by: You Nam Hee — Founder & CEO of YUEL and President of KAPA
Not just experience but recognition.
Each course concludes with a certificate that marks more than attendance, it reflects the discipline, process, and understanding you’ve developed within the studio. A credential you can carry forward, whether into practice, portfolio, or something of your own.
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