露得清于迈阿密The Moore举办“El Mercado—The Trend Edit”活动庆祝西班牙裔传统月

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The activation took place on Oct. 1 at The Moore in Miami.Photo: Courtesy of C-Com Group

MIAMI—To commemorate Hispanic Heritage Month, Neutrogena hosted “El Mercado—The Trend Edit,” an intimate, 80-guest activation at The Moore in the Miami Design District on Oct. 1. Highlighting emerging trends in skincare and fashion, the afternoon included an enlightening panel, Latin-inspired bites and sips, beauty touch-ups, and a curated shopping experience featuring Latin vendors and (of course) plenty of Neutrogena skincare products.

For Miami-based C-Com Group—the multicultural, full-service experiential, public relations, and advertising firm that produced the event—selecting Miami as the market city was a no-brainer.

“Miami has long been known as the gateway to Latin America, but it is also the city where many of the national Hispanic media call home,” shares Manuel Machado, C-Com Group co-chairman. “Miami also plays an important role in being one of the top Hispanic markets in the country, so it was a natural fit to host it here.”

Of the 80 attendees, nearly 97% were Hispanic, with representation from 13 different countries. Instead of wristbands, to designate each attendee’s country of origin, guests were given heart-shaped lapel pins with hand-painted flags from their home countries, mimicking the initiation into a members’ club.

“Details are what set everyday events apart from memorable activations,” notes Machado. “We wanted our guests to receive things they could continue to use after the event that would turn them into individual champions. If one person sees another person with our heart-shaped flag pins, it’ll be like they are part of a club.”

Instead of wristbands, attendees were given lapel pins featuring their country of origin. Photo: Courtesy of C-Com Group

Upon entry, guests received a pouch of branded tokens, which would serve as currency to use to shop at El Mercado.

“The tokens were a strategic way for us to reconcile budgets; each vendor was allotted a certain number of tokens, and we then used those as currency to keep track of what was ‘sold’ to each attendee,” explains Luis Gonzalez Esteves, co-chairman of C-Com Group.

Tokens served as strategic currency to track “shoppable” gifts. Photo: Courtesy of C-Com Group

Then, they posed at the Neutrogena-themed step-and-repeat, which incorporated a mercado (market) styled entryway with a valance, the Neutrogena logo, and vibrant florals, along with signage in Spanish that read, “Compra ahora en CVS,” which translates to “Buy now at CVS.”

The Neutrogena step-and-repeat signage included “Copra ahora en CVS,” or “Buy now at CVS.” Photo: Courtesy of C-Com Group

Custom totes added to the mercado feel. Photo: Courtesy of C-Com Group

Next, guests could pluck a bag from the tote wall for the shopping experience.

“We had custom-designed jute totes that added to the mercado feel that so many of us Latinos are used to, bringing a little of home into the U.S.,” says Gonzalez Esteves.

The event took three months to plan, which included intentional vendor selection. El Mercado featured complimentary gifts from Venezuelan Katherin Cordero, who offered personalized “relicarios,” or small, meaningful lockets.

“They are often gifted in the form of jewelry and meant to protect the loved one who is gifted the article,” explains Gonzalez Esteves.

Colombian-based conscious fashion brand TRISKEL featured wisdom capes to connect wellness with conscious living. Dominican-owned OCISLY Ceramics offered a choice of worry stones, ceramic affirmation notes, and incense burners. Venezuelan Style by GG showcased new fashions and gifted apparel, including denim jackets, two-piece sets, fringed skirts, and more.

The vendor buildouts featured quotes from on-site experts giving each item intention and meaning, versus being considered another piece of event swag. Photo: Courtesy of C-Com Group

“As younger consumers gravitate toward curated experiences that blend discovery, culture, and community, markets have become more than places to shop; they’ve become places where emerging trends are experienced before they become mainstream,” says Gonzalez Esteves. “We wanted to recreate that essence while elevating Latino vendors representative of the 2027 trends our crew of experts, or trend curators, identified.”

An educational panel was moderated by Kika Rocha (freelance fashion and beauty editor), and included Dr. Bertha Baum (board-certified dermatologist and beauty trend curator); Mariela Bagnato (celebrity makeup artist); Candy Calderon (brain health expert); and Lucia Maldonado (Emmy Award-winning fashion stylist). Panelists shared expertise in skincare, beauty, and fashion, and reiterated that what’s next starts by listening to experts, creators, and communities shaping how Latinas care for and express themselves.

During the panel, Candy Calderon discussed the importance of brain health and staying sharp and engaged as a contributing factor to healthy aging. Photo: Courtesy of C-Com Group

“Our goal was to educate all of our attendees with the best information to discover the latest emerging trends for Latinas in the coming year,” says Gonzalez Esteves. “To do that, we enlisted experts in style, wellness, and other areas important to Latinas, who then recommended vendors that were vetted by us at C-Com Group and ultimately presented to our consumer and media audience.”

Adjacent to the panel was a Neutrogena “Skin Finish Mart,” which showcased seven skincare offerings (included six new-to-2026 launches) across brand pillars including: Glass (Collagen Bank Glass Skin Mask and Collagen Bank Laser Perfecting Serum); Cloud (Clear Face Sunscreen SPF 60 and Ultra Sheer Daily Face Sunscreen SPF 70); and Juicy (Hydro Boost Hydrogel Eye Patches and Hydro Boost Rejuvenating Serum).

Neutrogena’s “Skin Finish Mart” featured several newly released skincare products featuring collagen, innovative Cloud-Tech SPF, and hyaluronic acid—all were gifted to attendees. Photo: Courtesy of C-Com Group

“Latinas span different complexions, skin types, and beauty identities, making personalization key,” shares Gonzalez Esetevez. “Neutrogena has a breadth of skincare products, so it’s able to support consumers, regardless of the skin finish they desire.”

Stationed alongside the Neutrogena product wall was a pop-up beauty station where a makeup artist refreshed looks using Neutrogena makeup products that launched in summer 2026, including Healthy Skin Liquid Makeup - Shade Extensions and Glass Glow Balm.

At the pop-up beauty bar, guests received touch-ups integrating two Neutrogena makeup products released in summer 2026. Photo: Courtesy of C-Com Group

After stocking up on new Neutrogena products and fashion-forward gifts, attendees mingled over Passionfruit Mercado Margaritas and El Futuro Fizz mocktails and snacked on ceviche (Peru); ham and cheese croquettes (Spain); choripan (Argentina); and yuca fries (Cuba).

“Because it was Hispanic Heritage Month, we wanted to highlight all the differences that make us one beautiful and resilient population,” says Machado. “There are so many aspects to Hispanic culture, and food is one that unites us all.”

Pass-arounds and a small buffet of Latin bites featured country-of-origin flags designating where each dish was from. Photo: Courtesy of C-Com Group

About the Author

Senior Contributing Editor

Tracy Block is a veteran writer and editor and owns a content marketing consultancy. She's been covering meetings, events, venues, and experiential marketing for BizBash since 2012, and contributes to various travel, hospitality, and lifestyle publications.