Overview
What this challenge is about.
You reposition a D2C cosmetics brand for Gen Z with a leadership plan and video script. Earn a verifiable certificate.
The scenario
GlowUp Naturals is a 5-year-old D2C cosmetics startup with €2M annual revenue, 15 employees, and a loyal but aging customer base (average age 38). The founder is a 45-year-old PhD chemist who struggles with public speaking and social media.
The Brief
What you'll do, and what you'll demonstrate.
How can the founder authentically communicate the brand's values to Gen Z without compromising scientific credibility?
Earning criteria — what you'll demonstrate
- Apply storytelling frameworks to craft an authentic brand narrative
- Analyze audience expectations and tailor communication strategies
- Develop executive presence techniques for a non-native speaker founder
- Integrate reputation management principles into a brand repositioning
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Aligned coursework coming soon.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
- Storytelling
Apply storytelling to solve real industry problems and demonstrate production-level capability.
- Brand Positioning
Apply brand positioning to solve real industry problems and demonstrate production-level capability.
- Audience Analysis
Apply audience analysis to solve real industry problems and demonstrate production-level capability.
- Executive Presence
Apply executive presence to solve real industry problems and demonstrate production-level capability.
- Social Media Strategy
Apply social media strategy to solve real industry problems and demonstrate production-level capability.
Careers
Career paths this challenge builds toward
Completing this challenge demonstrates skills that transfer directly to these roles: