Smashbox Cosmetics, based in Culver City, Calif., is launching a digital initiative to showcase local businesses across Los Angeles. The content series, hosted by the brand’s vice president of product development, Jill Tomandl, kicks off via Instagram Live on May 15.
“We’re born and bred in L.A., and this is something we started thinking about doing earlier this year,” said Kimberly Villatoro, vice president of North America marketing at Smashbox Cosmetics. The beauty company — founded in 1996 by Dean and Davis Factor and now owned by the Estée Lauder Cos. Inc. — launched the program pre-quarantine in February inside their hub at an event space referred to as Studio 5. Now, they’re taking the affair online.
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