ESTEE LAUDER Company Feature, Jan 15, 2021
Smashbox Cosmetics, a brand within The Estée Lauder Companies (ELC) portfolio, recently hosted its first-ever 'Jefacon,' a one-day virtual celebration and empowerment summit. Inspired by 'jefa,' the Spanish word for 'boss,' Smashbox Jefacon celebrated the immense power of all women and honored numerous interpretations of the jefa mindset through a variety of interactive seminars, panels and workshops.
Kimberly Villatoro and Lilliana Vazquez celebrate the beauty of being a boss during Smashbox Jefacon
To bring the vision to life, Smashbox partnered with Julissa Prado, CEO and Founder of Rizos Curls, and Patty Delgado, Founder and Designer of Hija de tu Madre, and launched a product collaboration consisting of two Jefa Mood Kits, beauty boxes for aspiring entrepreneurs filled with a hand-selected assortment of Smashbox products, personalized 'letter to your future self' mirror decals and a co-designed tote.
Each box also contained a ticket to the first-ever Smashbox Jefacon, held on December 5, 2020, which brought together Latina experts including Lilliana Vazquez, TV personality, author and style expert; Karla Martinez de Salas, Editor-in-Chief, Vogue Mexico; and Carmen Rita Wong, radio, television and online journalist, each of whom shared expertise from their unique fields with all who joined. Kimberly Villatoro, Vice President, Marketing, Smashbox North America, opened the event with co-hosts Julissa and Patty welcoming attendees to a day of inspiration and ideas across creativity, branding, storytelling and more. Alicia Romero, Executive Director, Local and Cultural Relevancy, North America, and Fran Torres, Director, Visual Merchandising, Smashbox both proudly represented ELC as moderators in their respective sessions. Attendees were also able to build their own profiles on Smashbox's exclusive Jefacon microsite, connect with other women in the community and view exclusive content.
ELC employees were given an exclusive opportunity to join Jefacon and enter to win their own Jefa Mood Kits. Smashbox was also proud to extend an invitation to Jefacon and Jefa Mood Kits to students from The Young Women's Leadership Schools (TYWLS), who are part of mentorship programs with ELC Employee Resource Groups such as the Network of Black Leaders and Executivess (NOBLE) and Hispanic Connections (HiC).
Beyond the day of inspiration, Smashbox Jefacon is a commitment to build a long-term platform with purpose and lasting impact on the communities the brand aims to serve. Smashbox has partnered with HOPE Latina, Google for Startups, WeAllGrow Latina and several other businesses and funding partners to combat the 'funding ceiling' and lack of investment opportunities for women of color. ELC is proud to be a long-term partner of HOPE Latina, a nonprofit organization that has focused on empowering communities through advocacy, Latina leadership training and increasing knowledge on the contributions Latinas have made to advance the status of women for the past 30 years.
ELC's progress toward racial equity for employees, consumers and communities continues to be driven by brands and functions with initiatives such as Smashbox Jefacon.
To access exclusive content from Smashbox Jefacon during the month of January, please visitwww.smashboxjefacon.com and register with code JY2A. To purchase your own Jefa Mood Kit, please visitwww.smashboxcosmetics.com.
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The Estée Lauder Companies Inc. published this content on 15 January 2021 and is solely responsible for the information contained therein. Distributed by Public, unedited and unaltered, on 15 January 2021 17:53:00 UTC
