Abstract:

The Phenomenal Consulting Project is an initiative developed at Universidad Europea in collaboration with the company Cielo y Tierra through its brand Phenomenal. It involves students from the Pharmacy, Marketing, and Communication degree programmes. This transdisciplinary project follows a learning-by-doing approach, enabling students to tackle a real professional challenge in a collaborative and interdisciplinary environment that enhances their future employability.

The main objective is the comprehensive development of an innovative cosmetic line consisting of a hand cream and a lip balm formulated with Extra Virgin Olive Oil (EVOO) rich in polyphenols, natural compounds known for their anti-inflammatory and antioxidant properties, making them suitable for anti-ageing cosmetic applications. The project seeks to position these products as aesthetic and functional solutions that promote well-being, visible effectiveness, and environmental sustainability, with the aim of their commercialisation in the national market and pharmacy sector.

The project is conducted through a sequential and collaborative process among the participating disciplines. In the first phase, Pharmacy students (n=13), following the company’s requirements, design and develop the cosmetic formulations, a hand cream and a lip balm, carrying out sensory tests and organoleptic adjustments. These products are then evaluated by both the company and Marketing students (n=29), who provide insights to improve consumer acceptance and market potential.

Subsequently, Marketing students take on the role of consulting teams and develop an innovation and commercialisation plan that includes market analysis, competitor research, target audience definition (women aged 35–55), value proposition development, product positioning, and marketing campaign design. As part of the process, a sensory neuromarketing session was conducted to analyse how sensory stimuli influence consumers’ purchasing decisions in the cosmetics sector.

Finally, Communication students (n=20) translate the strategy into a tangible campaign, strengthening the brand’s digital presence through Search Engine Optimization (SEO), content creation for social media, and the development of a coherent and creative visual and narrative identity.

Learning outcomes were assessed using final project grades and a post-project satisfaction survey. Results confirmed students achieved expected competencies, particularly in teamwork and applied research. Participants reported high satisfaction, highlighting interdisciplinary collaboration and real-world relevance, supporting the methodology’s effectiveness.

This integrated educational approach fosters collaboration among different professional fields and provides students with direct contact with the business environment from product formulation and testing to its positioning and market launch. It offers a holistic understanding of the cosmetic product development process by combining science, strategy, and communication.

The Phenomenal Consulting Project demonstrates how the synergy between Pharmacy, Marketing, and Communication can generate meaningful learning experiences and tangible results that benefit both the partner company and the students. This methodology strengthens key competencies such as teamwork, innovation, applied research, and customer orientation, preparing future professionals to address market challenges from a global and sustainable perspective.

Keywords:

Project-Based Learning, Transdisciplinary Collaboration, Cosmetic Innovation, Extra Virgin Olive Oil (EVOO), Marketing and Communication Strategy, Product Development.