Gucci, Coty, Marketing Intern
Sophomore 2023
After a year of studying Business and Finance at NYU Shanghai, complemented by hands-on internship experiences and conversations with mentors in the finance industry, I realized that finance wasn’t my path. While I appreciated the structure and rigor of the field, I wanted a role that allowed me to create something tangible, something I could see and experience directly. I knew that I thrived on human connection and real-world impact, which led me to shift my major to Business and Marketing at the beginning of my sophomore year. Marketing encompassed everything I was looking for—strategic thinking, creativity, and interaction with people. Soon after the switch, I began a Marketing Internship with Gucci Beauty under Coty, focusing on fragrance, a field I had long been passionate about.
At Gucci Beauty, I was fully immersed in hands-on marketing, working directly with products, planning events, and executing brand strategies. My role included everything from crafting product messaging to coordinating product launch events and engaging with our target audience. One of the most significant projects I worked on was the launch of the new Gucci Guilty fragrances in China, where I collaborated with a team of seven to oversee every detail, from creating the product slogan “隽永馥郁” to developing a sensory experience that would resonate with our audience. We carefully explored the fragrance’s top, middle, and base notes to understand the imagery each scent could evoke in consumers' minds—such as the bright zest of orange peel, the earthy freshness of fir, and the delicate warmth of rose. By identifying these core scents, we crafted visuals and messaging that brought these elements to life, giving consumers a vivid, multi-layered connection to the product.
This experience not only strengthened my skills as a strategic marketer, brand launcher, and visual designer, but also solidified my understanding of brand identity and storytelling. I learned the importance of aligning every element—from messaging to visuals—with the brand’s core values to create a cohesive and impactful presence. These experiences provided a strong foundation in marketing and branding, which have become essential to my work in entrepreneurship, equipping me with the tools to shape and launch my own brands in a way that connects meaningfully with consumers.
