Smashbox Cosmetics hosts first-ever 'Jefacon'

By

Jennifer Braun

Published
Dec 7, 2020

Smashbox Cosmetics hosted over the weekend its first-ever ‘Jefacon’ -- a one-day virtual celebration and empowerment summit.  

Inspired by "jefa", the Spanish word for "boss", Smashbox Jefacon celebrates the power of women and honors the numerous interpretations of the jefa mindset. The event is co-hosted by Patty Delgado, the founder and designer of Hija de Tu Madre, and Julissa Prado, CEO and founder of Rizos Curls.

“As one of Los Angeles' original indie beauty brands, we know what it takes to build something from nothing. So do our two incredible collaborators, Patty and Julissa," said Kimberly Villatoro, vice-president of North America marketing for Smashbox.

"Together we will use our voice and amplification power to inspire and empower the women who define history, beauty and evolution.”

The platform was equally built to spotlight the Latinx community in Los Angeles and across the U.S. and follows a slew of initiatives from the brand launched to engage this community. 

On Saturday, Smashbox, Delgado and Prado were joined by an army of Latina powerhouses who are experts in their unique fields, including Lilliana Vazquez; Karla Martinez de Salas; Carmen Rita Wong; Janet Jones Veloso; Dulce Candy, and many more from the global community of Jefas. 

Through a full-day of online sessions, they shared seminars, panels and workshops designed to inspire all to be their most jefa self.

Via the Jefacon microsite (www.smashboxjefacon.com), attendees were equally able to build a profile, connect with other women in the community, view exclusive content, and more.

First conceived in 2019, Smashbox Jefacon was meant to be a live event hosted at Smashbox Studios. Those plans were updated amid the Covid-19 pandemic. 

"Although the format has changed, Smashbox Jefacon's purpose and reason for being hasn't," said Smashbox director of NA consumer engagement, Samantha Citro Alexander. 

"In fact, it may be more important now than ever before to provide a place where people can come together to turn inspiration into action. And instead of reaching a group of hundreds, the virtual format allows us to reach a community of thousands."