In the marketing industry, talking about collaboration is often commonplace. However, when three actors the size of Publicis Groupe Mexico, L’Oreal y Meta sit at the same table, the word takes on a different meaning: it becomes a platform for experimentation, innovation and tangible results.
That is the vision that drives Jezer AlarconCOO of Publicis Groupe Mexico, who in conversation with Forbes Mexico details how this alliance has established itself as one of the most relevant drivers of digital marketing transformation in the country.
Strategic partners, not suppliers. For Alarcón, the success of Publicis Groupe in recent years rests on three pillars: the strategic relationship with its clients, the technological strength of the group and the constant renewal of talent. That first pillar, he explains, is the basis of the work with L’Oréal and Meta.
“We understand ourselves as strategic partners. We need to be ahead of trends and know in depth what the client suffers from,” he says.
In a market as dynamic as the beauty market – where Mexico stands out for its size, habits and cultural particularities – understanding the emotional, social and aesthetic changes becomes essential. So much so that, according to Alarcón, part of the agency’s role is to anticipate these mutations and translate them into relevant strategies.
This collaborative approach has also allowed the relationship with Meta to stop being a supplier-client and become a co-creation ecosystem. “We speak the same language,” says the directive. “We don’t just use the platform; we test tools, develop initiatives and explore together.”
Data, technology and a culture of continuous experimentation
The second pillar of Publicis – its obsession with data – has been key to consolidating an operating model that is replicated today within L’Oréal Mexico. According to Alarcón, what differentiates the group is its ability to collect information, integrate it, activate it and connect it directly with business results.
The media, creativity, audiences and analytics areas work under a model of quarterly “sprints” in which hypotheses are designed, tests are executed, results are evaluated and learning is scaled. This structure eliminates fragmented views and reduces operational friction for marketing teams.
“We have a framework that defines what, when and how we should test. This allows us to design a disciplined, consistent process aligned with the return of business,” details Alarcón.
The approach has demonstrated results. In a white paper – developed by Publicis and L’Oréal – the agency explains that brands that carry out more than 15 tests a year can improve their advertising performance by up to 30%. In Mexico, the implementation of this method has allowed us to accelerate learning, validate creatives, optimize investments and adapt messages to much more specific audiences.
One of the most interesting findings of the joint work between L’Oréal, Publicis and Meta is the transformation of the role of content creators. For Alarcón, these figures have inherited a historical function within the Mexican market: that of the direct sales consultant.
“The creator today fulfills that role of genuine recommendation that the Avon or Natura consultancy previously had,” he explains. “That conversation that used to happen with a physical catalog is now alive on Instagram.”
The change is not minor. According to data shared during the conversation, more than 30% of beauty purchases are still influenced by personal recommendation. In a digital environment, that trust, closeness and real demonstration migrate to the creators, who become a bridge between the brand and active communities.
For L’Oréal, Meta serves as a platform to amplify these voices and Publicis Groupe as the orchestrator that ensures such efforts translate into measurable results.
Looking ahead to the coming years, Alarcón is clear: artificial intelligence will be a critical enabler for the sector. Not only to generate content, but to adapt messages in a deep and authentic way to each audience.
“We need global assets, yes, but with an adjustment that gives them a local flavor,” he says.
“AI will allow us to diversify messages, localize them and make them more relevant without depending on giant budgets.”
Together with Meta, Publicis Groupe seeks to delve into advanced segmentation, prediction and creative automation tools. The challenge is clear: create messages that not only reach new audiences, but that resonate with the precision that an industry as emotional as beauty demands.
