VML Mexico and Estée Lauder: A strategic partnership that is transforming CRM

VML and Estée Lauder: A Success Story in the Mexican Market

As a Platinum sponsor, Grow with Braze Mexico 2025 was the stage for VML to present a success story demonstrating its ability to drive brand growth in the Mexican market. This case study highlights how VML helps Estée Lauder connect with the Mexican consumer through personalized CRM strategies, resulting in increased engagement and brand loyalty.

Personalized CRM Strategies for the Mexican Customer

Marisol Fuentes, CRM Manager at The Estée Lauder Companies, and Alejandro de Luis, Chief Experience Officer and Enterprise Solutions at VML Mexico, shared the details of how VML helped transform Estée Lauder's operation to seamlessly integrate Braze technology, CRM, and a deep understanding of Mexican customers, achieving effective engagement and improving overall performance.

As a result of this operational transformation, the presentation focused on how VML's actions drive operational excellence, enabling Estée Lauder to focus on personalization and present a success story from Clinique, one of its brands.

This case study demonstrated how personalization, through a campaign centered on asking customers about their skin "concerns" and then sending personalized messages based on those concerns, improved tactics and drove customer loyalty and interest in the brand.

VML: A Strategic Partner for Transformation and Growth in Mexico

VML is positioned as a strategic partner for companies looking to transform their businesses and grow in the Mexican market. It offers end-to-end Enterprise Solutions that integrate technology, strategic consulting, and creative excellence. As top-tier global partners of leading technology providers, including Braze, VML deeply understands their platforms and collaborates with them to shape their future development. VML drives CRM growth and offers customized solutions that enable brands to connect effectively with their customers, driving digital transformation and sustainable growth.