Left to right: Rocío Sandoval, Executive Director, Corporate Marketing, Latin America and Alicia Romero, Executive Director, Local & Cultural Relevancy, North America
Storytelling across generations is at the core of Hispanic culture — and at The Estée Lauder Companies, the inspiration of its founder, who is often lauded as the “original influencer and storyteller,” keeps this heritage of storytelling at the forefront of its brands. Ensuring deep consumer connections and stories that resonate with Latinas when creating advertising campaigns is the work of Rocío Sandoval, Executive Director, Corporate Marketing, Latin America and Alicia Romero, Executive Director, Local & Cultural Relevancy, North America. Both businesswomen are of Mexican heritage but from different countries.
The Estée Lauder Companies strives to allow consumers to see themselves reflected in their brands. Romero explains, “Mrs. Estée Lauder is a huge influence. She wasn’t just a storyteller but a very powerful influencer. She knew how to bring products to life in a unique way that allowed women to think, ‘I see myself in that.’ As a Latina, storytelling is embedded in our culture, so I want to fuse in the cultural elements that are so important to us.”
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The Estée Lauder Companies recognizes the importance of understanding the vast diversity within Latino culture to make authentic connections, and this influences everything from innovation, to retail experiences, to communications and marketing in North America and Latin America. For example, M•A•C created Up For Everything Lash Mascara, specifically for Mexican consumers and their “Mestizo” eyelashes. Sandoval explains: “Mexicans have an eye cult. The eyes are the most important feature to highlight in the makeup routine. The mascara was designed for Mexican eyelashes, with extreme volume and a 24-hour effect.”
When it comes to the diversity of Latinos in North America, Romero notes that they “have to use cultural cues that allow [them] to celebrate the uniqueness of Latino culture.” She adds, “We don’t have a one-size-fits-all approach at The Estée Lauder Companies. Instead, we focus on unique points, whether it’s generations, different geographies, highlighting benefits across the country. Even language—we don’t all necessarily speak Spanish. All these subcultures and cues really allow us to uniquely connect with women.”
Over and over, The Estée Lauder Companies executives emphasized their love for both their work and families. One wasn’t a priority over the other—a belief that is shared by their workplace. This belief parallels Latina values, says Romero. Sandoval adds, “Working for a company with family values means everything to me. Their values are compatible with my values. It’s so important to feel supported at work. And to be treated like family.”
Sandoval, a mother of five-year-old twins, shares, “My advice for working mothers is to choose your battles. As women, we have the tendency to seek perfection in all the roles that we play but that is not possible. Choose the goals that you want to excel in and commit to that. Also, look for help, have a support system. Sometimes women want to do and solve everything alone, but it’s okay to look to our partner, our family.” Romero concludes, “As a strong, interconnected Estée Lauder Companies family, with Mrs. Estée Lauder’s vision at our core, we will continue to empower, celebrate, inspire, and be inspired by generations of women to come.”
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