Lessons we learned from Smashbox’s Jefacon entrepreneurs
The Latinx community is known for its entrepreneurial spirit; and dedication and resourceful mindset which will continue to be prevalent as generations pass. Hence why the number of Latino business owners has grown 34% in the last decade, compared to 1% for all business owners in the United States, according to a study by Stanford University. Though the entrepreneurial spirit looks different depending on resources, there’s no denying that the Latinx community embodies the hustle. Whether it was papi running the local bodega, tia selling Avon to everyone in the neighborhood, or prima opening up her first hair salon, our mindsets are strategic with every move. A study in 2015 by Nielsen called Hispanic women “the foundation for beauty sales” because it found that skincare, makeup, and personal products increased by 8% among Hispanics, while it dropped almost 2% among non-Hispanics.
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As the stats of Latina-owned businesses continue to grow, companies such as Smashbox have partnered up with trailblazing Latinas within the marketplace. Recently, the makeup brand teamed up with the CEO of Rizos Curls, Julissa Prado, and Patty Delgado, Founder of Hija de Tu Madre, for a virtual empowerment summit named Smashbox Jefacon.
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We attended the virtual masterclass-inspired event and learned from Julissa, Patty, and Afro-Latinx go-getters such as MJ Acosta-Ruiz, Host of NFL Total Access, Bianca Kea, founder of Yo Soy AfroLatina, and more. From how to speak on social media to making high-quality graphics, keep reading ahead for business gems to take your empire to the next jefa level.
Branding On Social Media:
When interacting with your followers, be playful and make them seem as if they are a part of your family, because they are. Chances are if they’re following the brand on Instagram, Twitter, or Facebook and making comments they are invested in the company’s vision. That said, next time a username comments on a post, purchases merch, or tags products, interact with them. Bianca Kea, founder of Yo Soy AfroLatina loves commenting back to her community with “Yass sis, you look bomb,” “So FLY (heart face and fire emojis)”, or “SO FINE (heart emojis).” According to the Black American and Mexican American savvy creator, this cultivates community organically.
Creating Graphics:
During the virtual summit, Patty & Julissa gave fellow jefas their tips and tricks on how accessible graphic designing can be with a brand called Canva. Did we mention it’s free? Yes, you read that right. With the graphic design platform, businesses can craft social media graphics, presentations, posters, media kits, and other visual content. The app already includes templates for users to use as well. The fool-proof system has an array of inspirations any boss lady can utilize for marketing or brand tactics while uploading logos as needed.
Storytelling Matters:
Authentic storytelling provides visibility and representation within the Latinx community. As you begin to brainstorm ideas about branding, tap into unique aspects that help illustrate your cultural experience. For the host of NFL Total Access, MJ Acosta-Ruiz being the first Afro-Latina woman to report on the network’s national signature show gave the athletic arena visibility of diversity within the Latinx culture. For over a decade the Dominican-American sports commentator worked tirelessly toward this professional goal. During Jefacon, Acosta recalls fathers’ praising her stat reports, and commenting on her naturally curly hair. “It was those moments when dads would come up to me after games, and ask for tips on styling their daughter’s hair,” claims Acosta. It was then when she realized her authentic beauty and reporting goes beyond football. “Not only is there value in what I bring, but it’s also a necessity for all those that look like me and don’t see themselves represented on screen,” expresses the NFL host. The celebration also highlighted Arianna Davis, Author of What Would Frida Do? A Guide to Living Boldly and Digital Director of Oprah Magazine. Motivating attendees to embody their personal stories, Davis explained how her dual cultural identity moved to become a publisher. “It’s not just about checking diversity boxes, we need to have real authentic and diverse perspectives in storytelling.”