MKT Fest 2024: Mexico's Marketing Epicenter

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MKT Fest 2024 is here to consolidate itself as one of the most important marketing events in Mexico.

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For three days, from October 10-12, the Luis Elizondo Auditorium in Monterrey was transformed into a space where creativity, innovation and strategy came together to inspire students, professionals and industry enthusiasts.

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With the participation of major brands such as Duolingo, McDonald's, OCESA, Nike, PepsiCo, and Sephora, the congress offered exclusive panels to share the latest trends and strategies that are innovating in the market.

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Orange Digital CX had the privilege of being the main sponsor, supporting and facilitating the conversation at the event to drive the growth of marketing in Mexico.

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One of the highlights was the presentation by Brenda Cámara, Marketing Director of Sephora Mexico, who shared her vision on the transformation of the brand in the digital and omnichannel environment, aimed at new generations.

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Sephora's Transformation: Innovation and Beauty for All

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Brenda Cámara's presentation, with more than 20 years of experience in the beauty industry, was one of the most anticipated of MKT Fest 2024.

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As a leader at Sephora, she has guided the brand into a digital and multichannel evolution that uniquely connects with its customers.

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During her talk, Brenda spoke about the history of Sephora and its founder Dominique Mandonnaud, who in the 1960s decided to revolutionize the traditional department store model, creating a new approach focused on customer interaction and accessibility to beauty products.

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Brenda also shared the essence of Sephora's mission:

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"At Sephora, we believe that being a part is beautiful.
Being a part empowers us to be ourselves."

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This manifesto is a fundamental pillar of the brand, which seeks to build a community where everyone feels safe, seen and valued.

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Sephora celebrates beauty in all its forms, promotes inclusion and empowers people to redefine what it means to be beautiful, highlighting diversity in skin color, age, gender and orientation.

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360° Activations and New Branches: Taking the Beauty Experience to the Next Level

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During the presentation, Brenda shared examples of the 360° activations that the brand has implemented to bring Sephora closer to Generation Z and millennials, its main target audience.

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These activations seek not only to connect on an emotional level with customers, but also to establish a closer and more meaningful relationship. From in-store experiences to inclusive digital campaigns, Sephora has managed to differentiate itself in a competitive market by offering personalized services that invite consumers to be part of a community.

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In addition, the brand's expansion has been key to this strategy, with the opening of new branches in Mexico. These initiatives not only reinforce its presence in the country, but also demonstrate Sephora' s commitment to accessibility and the creation of unique shopping experiences, driven by a strong customer focus and a vision of diversity.

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The Sephora Manifesto: Be Part of Something Beautiful

Sephora' s manifesto resonates in every action and campaign the brand launches.

Brenda emphasized how the philosophy of "being a part" guides its marketing strategies, from implementing inclusive activations to focusing on representing different types of beauty.

This approach has enabled Sephora not only to adapt to changing market demands, but also to influence the way beauty is perceived in society.

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Orange Digital CX: MKT Fest Partner and Industry Change Enabler

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As sponsors of MKT Fest 2024, we at Orange Digital CX are proud to have facilitated this gathering, where we shared with industry leaders and visionaries.

Supporting these types of initiatives allows us to drive innovation in marketing and strengthen the community of professionals in Mexico.

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For companies looking to transform their marketing strategy and connect with their audiences in an authentic way, learning from cases like Sephora is an invaluable opportunity.

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If you want to learn more about how to apply inclusive marketing strategies, leverage data for personalized activations, or simply need a strategic partner to take your brand to the next level, contact us at Orange Digital CX.

We are here to help you be part of something bigger, to be part of something beautiful.

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