The health contingency stressed that reality exceeded fiction, because it is already a fact that now the world is virtual, which means that companies in almost all sectors must accept that their main presence is online. Even as vaccination helps return to the new normal, the need for companies to excel in experiences will not only intensify, they will need compelling and effective propositions that resonate with a digital audience.
Another example of remote adoption is the back to school in which students have not abandoned the distance modality, since a hybrid or mixed return is being implemented and, therefore, this market also presents specific needs and the consumer, who is now more analytical to make a purchase decision, seeks Proposals with greater creativity: beyond the fact that an offer is made, today’s consumer is looking for experiences.
Creativity in marketing has the power to supercharge any product or service. If well implemented, it can capture the attention of customers, employees and stakeholders, and also have an emotional impact. You can turn adversity and limitations into new opportunities or a better way of doing things, and create a happier and more interesting workplace, while also delivering a return on investment.
The value of the creative professional in today’s marketing environment takes on relevant importance, an example of this is #UnRegresoConEstilo, the unique concept that was born from a creative alliance of leaders in their markets, the technology giant Logitech and the most renowned beauty retailer Sephora. Lourdes Baeza, Marketing Director of Logitech México, speaks to us exclusively about this partnership and its creative concept.
“I believe that marketing needs to be always on the move, this includes creativity and the search for trends that adapt to the current needs of consumers and new generations. I assume myself as a ‘Trendsetter’, I love knowing what happens with trends in the world and materialize it in new ideas. This characteristic is part of who I am and what has complemented my career. I like to investigate, I have always been very curious, and I firmly believe that we never stop learning… Creativity is in my DNA and suddenly one day I thought: why not combine a leading brand such as a beauty retailer, like Sephora, with a leading brand in technology, such as Logitech and create a unique concept that generates identity in this new normal? “.
Lourdes Baeza, who has 20 years of experience in the Marketing industry for technology companies, identified that “We are at a key point where users have different needs, they are looking for an identity and also want to project their personality”. To create a creative concept that would give the consumer identity and that adapts to their lifestyle, the Marketing Director of Logitech Mexico examined the beauty industry and found in Sephora Mexico a strategic ally that combines with the innovation proposal of Logitech to reach specific audiences.
Knocking on a door opened a world of possibilities for the consumer
Lourdes Baeza revealed how was the rapprochement between both brands, which determined to merge through #UnRegresoConEstilo so that within the framework of the back to school, and the corporate return to daily activities combining the face-to-face world with the virtual one, consumers find identity in a unique concept with which they can project their style and personality.
“I sought to contact the ideal person to be able to bring this alliance to a successful conclusion and in this case Alejandra Sañudo, Sephora Public Relations Coordinator in Mexico, was the one who opened the door for me with her work team to listen to the idea, understand how it was going to benefit both brands and adopt it. The truth is, they adopted it very well. They made all the sense in the world because we are addressing a youth audience, a female audience and we are promoting inclusion in every way. In addition to the fact that the products of both brands are totally innovative and unique. This is where this wonderful idea came from “, expresses Lourdes.
Materializing and communicating it was the next step in this creative strategy, “It was time in which I was adding to my work team, defining the strategies that would be part of the alliance and the agencies with whom we work at Logitech also joined, which are an extended team and who have given us wonderful support throughout the implementation stage. Also, together with the Sephora work team, we came to the conclusion of what would be the ideal season to make this launch and take better advantage of all our resources and we decided to do it within the framework of the ‘back to school’ season, one of the temporaryities. most important in the world of retail “.
To propose the unique concept of #UnRegresoConEstilo, facing the new normal, Lourdes Baeza emphasizes the importance of it being with gadgets that make you feel good, gadgets that project your personality, your lifestyle and that will help you to have the best performance in your activities, accompanied by Sephora Collection products that is Sephora’s own brand and that project its best image.
“From the pandemic, with the people in this confinement and in this virtual way of living, we focused on providing them with different and unique experiences. Logitech distinguishes itself because through the products we sell, we create experiences. We not only sell a mouse, a keyboard or a webcam, we sell an experience so that those who use them know that they will have the best quality, they will improve their productivity and that it is also a stylish, beautiful product that adapts to his lifestyle and that makes him feel good ”.
The protagonists of this campaign are the K380 multi-device keyboard and the M350 Pebble mouse from Logitech, with a minimalist, modern and versatile style. A trend that combines with the wide portfolio of the Sephora Collection line, by including products such as the Size Up Waterproof Mascara, a #Lipstories: Astrology lipstick, a limited edition of full coverage lipsticks, a set of travel brushes, a Flushed Blush, cream texture blush, that melts into the skin for a natural and healthy glow, the Clear Brow Gel, transparent brow gel, and the Pocket Palette EyeShadow, mini eyeshadow palette to create more than 400 combinations easy-to-use styles.
“We are not yet in a stage of feeling 100 percent safe to return to the face-to-face mode, due to how the pandemic is evolving. What we are sure of is that there is already a new hybrid normality and we want to collaborate with this type of unique experiences, so that people join our concept, identify with it and share with the world how Logitech and Sephora helped them to have #UnRegresoConEstilo “, concluded Lourdes Baeza.
Other notes that may also interest you:
The importance of Influencer Marketing, a high impact trend
An alliance never seen before; Logitech and Sephora merge
Best peripherals for the Hybrid Back to School
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