Blog |
News

Being Part is Beautiful: Sephora's Commitment to Inclusion at MKT Fest 2024

24/10/2024

MKT Fest 2024: Mexico's Marketing Epicenter

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



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.



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.


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.



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.


Sephora's Transformation: Innovation and Beauty for All

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.



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



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.


Brenda also shared the essence of Sephora's mission:

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



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



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.


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

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.



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.


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.


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.

Orange Digital CX: MKT Fest Partner and Industry Change Enabler

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.

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.

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.

RECENT ENTRIES

Guides

How to Improve Fan Experience with Digital Strategies and Use of Data

In this blog we explore how the sports and entertainment industry is using digitization to better connect with its fans and enhance their experience. Experts from Orange Digital CX and Boletomobile discussed advanced personalization and data monetization strategies, from creating unified fan profiles to implementing segmented promotions that drive loyalty and return. Innovations such as digital ticketing and personal data protection, key to delivering integrated and secure experiences, were also addressed.
News

Orange Digital at MKT Fest 2024: Data, AI and the Future of Marketing

From October 10-12, 2024, MKT Fest brought together marketing leaders and experts. For three days, they discussed the trends, tools and strategies that are redefining marketing in the Fashion, Entertainment, Sports and Trends industries. The event became an essential space to share knowledge and connect professionals in the sector, and among the most outstanding talks was the spotlight of Orange Digital: "Data is the New Cash", given by our CEO and Co-founder, Héctor Romero.
News

Being Part is Beautiful: Sephora's Commitment to Inclusion at MKT Fest 2024

At MKT Fest, Sephora highlighted its commitment to inclusion and diversity as central to its marketing strategy. Through its manifesto, the brand seeks not only to promote beauty, but to do so in a way that celebrates authenticity and empowers all people to express themselves. During the talk, they discussed how Sephora has integrated these values into its campaigns and activities, ensuring that each action reinforces its mission to be an inclusive brand.