News (Noticias) Tagged ‘JCPenney’

J. C. Penney Company, Inc. has launched a new Spanish-language Christmas marketing campaign, inviting its Hispanic customers to celebrate the joy of giving with JCPenney this season. Highlighting JCPenney’s desirable and affordable gift assortment, the campaign features a 30-second broadcast spot, “Joy Cartoons,” along with a series of television vignettes designed exclusively with the top two Spanish-language networks in the country — Univision and Telemundo — as well as a television special on Univision in which JCPenney helps to make Christmas wishes come true this season.
“Through our unique partnerships, our marketing campaign helps to bring the joy of giving to life for our Hispanic customers, while showcasing the great value in shopping at JCPenney this season: great style, lasting quality and very affordable prices that makes sense for them and their family,” said Mike Boylson, chief marketing officer for JCPenney. “With help from JCPenney, customers are sure to find a memorable gift they can feel proud to give.”
– “Joy Cartoons:” The campaign will include a 30-second television spot, “Joy Cartoons,” which focuses on a family’s joyous emotions as they exchange Christmas gifts. The spot will air in all major Spanish-language Hispanic market networks.
– Univision Partnership: JCPenney’s partnership with Univision Network includes a series of gift-giving vignettes titled “Avalancha,” starring Univision television personality Carlos Calderon and the 2008 winner of “Nuestra Belleza Latina” (”Our Latin Beauty”) Melissa Marty, and highlights an array of affordable gifts that fit everyone’s budget this season. The partnership also includes an interactive microsite and online sweepstakes titled “Avalancha de Regalos Navidenos,” which will debut in time for Thanksgiving providing customers an opportunity to win hundreds of dollars in JCPenney gifts. Furthermore, the partnership allows for product integration within Univision shows such as “Cristina Sonando Contigo” (”Cristina’s Dreaming With You”) and “Despierta America” (”Wake Up America”), as well as a star-studded JCPenney-sponsored television special.
– Telemundo Partnership: The Telemundo partnership features two 30-second Telemundo-produced vignettes with actress, Natalia Streignard and popular telenovela actress Catherine Siachoque who currently stars in the popular soap opera, “Sin Senos no hay Paraiso.” The vignettes highlight how Christmas is a special holiday to celebrate with family and how everyone can be a smart shopper and purchase gifts for the entire family at very affordable prices this season at JCPenney.
– “JCPenney Presenta: Un Regalo Navideno” Television Special: Continuing the spirit of the season, a JCPenney-sponsored television special “JCPenney Presenta: Un Regalo Navideno,” airing nationally on the Univision Network November 28 at 9pm CT, will feature popular Latin musical artists Pedro Fernandez, Angelica Maria and her daughter Angelica Vale, Ricardo Montaner and Pee Wee, a young up-and-coming solo artist and past member of the band Kumbia Kings. As part of the special, JCPenney will celebrate the joy of giving by granting a wish for one special girl to meet her ultimate idol, Pee Wee, and also award three deserving Hispanic families with a Christmas wish come true.
To find out more information on JCPenney Hispanic marketing campaign components and view JCPenney merchandise visit jcpenney.com/ofertas.
For further information contact:
The Vidal Partnership; Veronica Rodriguez, 646-356-6685, vrodriguez@vidalpartnership.com “

J. C. Penney Company, Inc. (NYSE: JCP) is proud to present “SOMOS JCPenney” for the third consecutive year, a program created exclusively with People en Español magazine that supports the Company’s Hispanic Heritage month initiatives by recognizing and celebrating the Company’s family: JCPenney Associates. This program is a testament of JCPenney’s commitment to the Hispanic community by recognizing their family traditions.

To participate in this year’s “SOMOS JCPenney”, a company-wide essay contest was held within the United States and Puerto Rico in which Associates shared the importance of family traditions and how these traditions reflect their Hispanic heritage. Four lucky JCPenney Associates and their families were treated to a VIP experience which included a trip to New York City to model in a photo-shoot wearing JCPenney signature brands and accessories. The “SOMOS JCPenney” special advertising insert is featured in the October 2008 issue of People en Español. Don’t forget to pick up your copy! “

JCPenney awarded three Hispanic high school graduates each a $15,000 college scholarship for educational excellence during Univision’s “Premios Juventud” live show on Thursday, July 17, 2008. The “Premios Juventud” youth awards program is Hispanic television’s #1 awards show honoring Latin entertainment and pop culture icons as voted on by this country’s Hispanic youth. This year’s show was hosted by Univision novela stars Eduardo Santamarina and Mayrín Villanueva, along with celebrity presenters and entertainers.

In appreciation for their accomplishments, JCPenney provided the winning students a star -studded experience including a “spa day” at a local Miami, FL, JCPenney salon complete with hair, make-up and beauty services. In addition, the winners were outfitted by a celebrity stylist who illustrated how they can achieve their own red carpet Back-to-School styles from an array of JCPenney’s new Juniors and Young Men’s lifestyle brands. Each winner showcased their favorite chosen outfit on that evening’s red carpet and awards presentation. The selected winners were judged on their school grade point average, extra curricular activities and an essay on what obstacles they have overcome in their lives.

“JCPenney is passionate about celebrating educational excellence. This is why the company has partnered with Univision’s ‘Premios Juventud’ to highlight the accomplishments of Hispanic youths who are making a positive impact in their communities,” said Olivia E. Vela, multicultural marketing director for JCPenney. “We are pleased to serve as a reminder that dreams are never beyond reach for those with determination, vision and perseverance. We believe that ‘Every Day Matters’ and these winners embody the spirit and energy that brings this statement to life.”

JCPenney Scholarships were presented to:

Cecile M. Vazquez (18 years old), Los Angeles, CA: Athletic Award. The Mexican-American star athlete is pre-med bound, for California State University, Los Angeles, and will enroll in the nursing program this fall, where her scholarship will help finance her ultimate goal of becoming a Doctor in Pediatrics.

Daigelis Rodriguez (18 years old), Miami, FL: Music Award. Born in Cuba, but raised in Florida, Daigelis is passionate about the performing arts and is well known in her community as a soloist and most importantly as a pianist. This fall, she will take center stage at Palm Beach Atlantic University where her scholarship will finance her Bachelor of Arts degree in Piano Performance and a minor in Minister Leadership Skills.

Edwin Hernandez-Otero (17 years old), Puerto Rico: Academia Award. Born in Puerto Rico and raised as a literary artist, Edwin will continue his studies at the University of Mayagüez, where he will utilize his scholarship towards a dual Bachelor of Arts degree in Computer Engineering and Mathematics with an ultimate goal of becoming an Astronaut.

“Premios Juventud” Activities
Adding to the excitement of “Premios Juventud”, JCPenney held promotional activities leading up to and on the day of the awards show. Tickets to the show were given out to lucky listeners during live radio remotes at JCPenney retail stores in the Miami area. Also, prior to the start of the extravagant event, a special VIP tent was set up for celebrity guests, JCPenney student winners and hosts, where they could relax before the evening’s performances.

Also, for the first time in “Premios Juventud” history, the awards event emphasized the importance of protecting the earth by “going green”. To focus on this monumental undertaking, the JCPenney tent was outfitted with exclusive Simply Green(TM) accents. Simply Green(TM) is an exclusive-to-JCPenney designation that assists customers in making environmentally conscious purchases.

Finally, JCPenney scholarship winners also enjoyed being a guest on the nations’ leading Spanish-language TV morning show, Univision’s “Despierta America” the morning after the event. Winners were able to share their unique stories, future goals and unforgettable experience courtesy of JCPenney.

JCPenney Gears up for Back-to-School
To kick off the Back-to-School season, JCPenney recently launched an integrated marketing campaign on how to “get that look” for school. Exciting brands such as Decree, Kimora Lee Simmons Fabulosity, Le Tigre, American Living, created by Polo Ralph Lauren’s Global Brand Concepts and Whitetag, available only at JCPenney were featured in advertising and on TV spots. The campaign also launched a Back-To-School online sweepstakes “A Clases con Clase” which first aired the morning after the event. The sweepstakes began on July 18, 2008 and ends August 17, 2008 and is open to residents of the United States who are 18 years of age and older. Consumers have the opportunity to win a total of $4,000 in gift cards just by registering online. For more information on the sweepstakes visit www.univision.com . For more information on Back-to-School visit www.jcpenney.com “*

The Mexican American Opportunity Foundation (MAOF), the nation’s largest Latino-serving, social-service organization, honored Latina business and community leaders at the 32nd annual National Hispanic Women’s Conference, held June 6 at the Pasadena Convention Center. The sold out event brought together over 1,500 Latina students and young professionals for an array of professional development and networking opportunities.

MAOF Board Chair the Honorable Judge Teresa Sanchez Gordon and MAOF President & CEO Martin Castro greeted the largely high school and college student audience in attendance with opening remarks. Later, participants were treated to a host of workshops on subjects such as financial aid for college and building a healthy body image. Workshops presenters included acclaimed author Louis Barajas and guest speaker Rep. Hilda Solis (D-Calif.). Over thirty exhibitors filled the Career Fair and Business Expo; exhibits ranged from job opportunities at URS-Washington Division to beauty makeovers by Macy’s.

The highlight of the day’s events was the Women of the Year Awards Luncheon and Fashion Show sponsored by conference title sponsor, Macy’s. Mistress of ceremonies and Univision Television & Radio personality Argelia Atilano introduced the award recipients: Gloria Santona, Executive Vice President, General Counsel & Secretary, McDonald’s Corp.; Margaret Lazo, Senior Vice President, NBC-Universal; and, Dr. Celia C. Ayala, Chief Operating Officer, Los Angeles Universal Preschool. “When young Latinas hear their life story in those of the award recipients, they know that could be them one day,” said Chairwoman Sanchez Gordon.

In attendance were executives and representatives of corporate sponsors from The Coca-Cola Company, JCPenney, Wells Fargo, and AT&T, among others. The award ceremony was capped off with a dazzling, thirty minute runway fashion show of Macy’s’ INC International Concepts(R) summer lineup.

“We were delighted to see over 1,500 Latina students and young professionals at the 2008 NHWC. Despite high gas prices, this year’s NHWC attracted more college students and young professionals than ever before. We look forward to building on our success in 2009,” said MAOF President & CEO Martin Castro.

For a complete list of 2008 NHWC sponsors, see Latest News at www.maof.org . For pictures of the 2008 NHWC, visit the MAOF Flickr page at www.flickr.com/photos/maof . “*

Last night, the Univision Television Network celebrated the grand finale of the second hit season of “Nuestra Belleza Latina” (Our Latin Beauty), a show that combines the glamour of a beauty competition with the excitement of reality television. Hosted by popular Univision personality Giselle Blondet, the finale was a nailbitting elimination for the six finalists who awaited their fate in front of a live studio audience. Captivated viewers from across the country voted for their favorite contestant and crowned Melissa Marty from Puerto Rico, “Nuestra Belleza Latina” 2008.

In addition to the title, Melissa has won the opportunity of a lifetime with a contract as Univision’s newest on-air personality as well as $200,000 in cash and prizes. This season’s sponsors, which include AT&T, JCPenney, Garnier Fructis, Maybelline New York, Sony and State Farm, are also providing the winner of “Nuestra Belleza Latina” with an array of cash and prizes.

Melissa Marty is a versatile kickboxing, aerobics and ballet instructor and a former “Miss Caguas.” A college graduate with a degree in communications, she was a host for a local television show where she developed her presentation skills and broadened her knowledge of the broadcast industry.

“We would like to congratulate Melissa Marty on this great achievement and acknowledge all the contestants for their hard work and perseverance throughout the competition,” said Alina Falcón, executive vice president and operating manager for the Univision Network. “We are thrilled to have an incredibly successful second season of ‘Nuestra Belleza Latina’ which is due in no small part to the viewer participation in this competition. We would also like to give a special thanks to our sponsors who were an integral part of making this show such a success.”

Of the many women who auditioned throughout the U.S. and Puerto Rico, only 12 finalists representing the most charismatic, intelligent and captivating Hispanic women were selected to compete. Each week, they faced-off in a fierce competition that tested their character and determination. After a series of eliminations 6 finalists made it to the grand finale: Melissa Marty – the winner, Emeraude Toubia, Mexican/Lebanese from Brownsville, TX – first-runner up; Dayamí Padrón, Cuban from Miami, FL – second runner-up; Zoila Ceballos, Dominican from New York, NY – third place; Leticia Castro, Mexican from Las Vegas, NV – fourth place; and Manuela Arbeláez, Colombian from West New York, NJ in fifth place.

“Nuestra Belleza Latina” will be back next season with more excitement than ever, expanding to two full hours on Sunday nights to bring viewers even more thrills and glamour, with more content than ever before and increased viewer participation.

Univision Móvil delivered complete mobile integration for AT&T subscribers, including post-show highlights and behind the scenes video. Mobile coverage of the show also featured a dedicated WAP site, downloadable content from finalists, SMS alerts and the opportunity to vote for their favorite contestants via text message. Univision.com also provided online voting and an insider’s look at the lives of the contestants, with exclusive interviews, videos, and an interactive game.”*

The Univision Television Network announced today the 12 finalists who will compete in “Nuestra Belleza Latina” (Our Latin Beauty), the innovative program that combines the glamour of a beauty competition with the excitement of reality television. Hosted once again by popular Univision personality Giselle Blondet, “Nuestra Belleza Latina” airs weekly on Fridays from 10:00–11:00 p.m. ET/PT (9:00–10:00 p.m. Central) on the Univision Network.

Representing the most captivating and dynamic Hispanic women from across the U.S. and Puerto Rico, the 12 finalists are: from New York, NY - Manuela Arbeláez (Colombian), Leana Astorga (Nicaraguan), and Zoila Ceballos (Dominican); from Chicago, IL – Jannett Manzanares (Mexican); from Miami, FL – Dayamí Padrón (Cuban); from Orlando, FL - Génesis Seguias (Venezuelan); from Brownsville, TX – Emeraude Toubia (Mexican/Lebanese); from Sacramento, CA - Dayanira Varela (Mexican); from Las Vegas, NV – Leticia Castro (Mexican); and from Puerto Rico – Melissa Marty, Aidelíz Hidalgo, and Natalia Rivera.

These 12 lucky finalists will share a beautiful Miami mansion as they prepare for this fierce competition. Viewers, who have made “Nuestra Belleza Latina” the # 1 show in its time slot among all Adults 18-34 since its premiere, will get an exclusive behind-the-scenes look as the contestants face a series of weekly challenges that will test their talent and character. These beauties will work to perfect their voice and diction, runway walk, consult with stylists and make-up artists, sharpen their dance, singing and acting skills, and undergo a rigorous fitness routine.

Viewer participation will be a key factor in helping the panel of celebrity judges, which includes the beautiful and former Miss Universe, Lupita Jones, film and television, heartthrob Julian Gil, and, Latin America’s most renowned and ever controversial beauty coach, Osmel Sousa, decide who should be crowned the next Latin beauty. In the grand finale, the contestant with the most votes will win the coveted title of “Nuestra Belleza Latina 2008” and receive $200,000 in cash and prizes including a contract as Univision’s newest on-air personality.

“The second season of Univision’s ‘Nuestra Belleza Latina’ is already off to a great start, and is once again an audience favorite,” said Alina Falcón, executive vice president and operating manager, Univision Network. “But what makes it even more attractive is how successfully we have been able to work with our key marketing partners to develop exiting new ways to integrate their powerful brands.”

This season’s sponsors, which include AT&T, JCPenney, Garnier Fructis, Maybelline New York, and State Farm, are providing the winner of “Nuestra Belleza Latina” with an array of cash and prizes. Additionally, Univision is working closely with sponsors to co-create individualized programming content that seamlessly integrates each of their brands into the show via sponsored challenges, which the contestants will face on a weekly basis.

Alejandra Espinoza, winner of the first season of “Nuestra Belleza Latina,” will play an active role in this year’s program. She has become a welcome new personality on Univision since winning the competition, making regular guest host appearances on popular Univision programs such as “El Gordo y La Flaca” (The Scoop and the Skinny), working as a special correspondent for a variety of other shows, and presenting on the youth award show “Premios Juventud”. In addition, she has graced the pages of numerous magazines including People en Español and Ocean Drive en Español, among others.

Online and mobile integration brings “Nuestra Belleza Latina” fans all of the excitement and glamour of this beauty competition 24/7. Univision.com (Uniclave: Nuestra Belleza) features contestant coverage, including must-see moments from the auditions, interviews and video highlights. For those fans on-the-go, Univision Móvil offers extensive content, including a dedicated mobile site and video clips exclusively available to AT&T subscribers. Mobile fans will also be able to vote for their favorite contestants via text message, receive SMS alerts and download voice tones and wallpapers of the finalists.”*

*From: http://www.businesswire.com
Traducido: usando Google o Altavista/Babel Fish

In a move designed to expand and enhance brand marketing targeting Hispanics, J. C. Penney Company, Inc. (NYSE: JCP) today announced The Vidal Partnership (TVP), an independent Hispanic agency based in New York, as the Company’s new U.S. Hispanic advertising agency of record. Today’s announcement reinforces JCPenney’s commitment to ensuring that its products, services and messages are always on target, allowing JCPenney to build a deeper, more emotional and enduring relationship with its customers from the diverse communities it serves.

“The Vidal Partnership will be a key partner in JCPenney’s continuing commitment to reach Hispanic customers through culturally relevant targeted communications,” said Olivia E. Vela, multicultural marketing director for JCPenney. “Vidal’s solid marketplace experience combined with their strategic approach, agency resources, media clout, along with the in-depth experience of their senior leadership team will accelerate our Hispanic marketing outreach.”

The Vidal Partnership’s scope of work for JCPenney will include strategic counsel in reaching Hispanic customers through various marketing initiatives such as customer research, advertising, media planning and buying, as well as national event campaigns, positioning JCPenney as the preferred department store for the Hispanic community.

“The Vidal Partnership is privileged to join JCPenney, a brand known for its consistent dedication to the Hispanic marketplace and for adding value to the Hispanic communities it serves,” said Manny Vidal, president and CEO of TVP. “JCPenney’s holistic approach to communicating with the Hispanic customer allows TVP to showcase our strength in insight-driven creative ideas delivered through the line.”"

-J. C. Penney Company, Inc. (NYSE: JCP) today announced that Javier G. Teruel, a highly respected global consumer goods industry executive, has joined the Company’s Board of Directors. Until his retirement last year, Mr. Teruel had been with Colgate-Palmolive for 35 years, serving most recently as Vice Chairman.

Myron E. (Mike) Ullman, III, chairman and chief executive officer of JCPenney said, “Javier Teruel is one of the most accomplished consumer product executives in the world, with deep experience in operations and developing leading brands. We are fortunate to have him join our Board, and look forward to benefiting from his advice as we execute on our Long-Range Plan to position JCPenney as the growth leader in the retail industry.”

Mr. Teruel, 57, joined Colgate-Palmolive Mexico in 1971 and held a succession of positions with increasing responsibility in the areas of consumer product and brand marketing, operations, and growth functions in various parts of the world. He was appointed Vice Chairman of Colgate-Palmolive in 2004. Mr. Teruel currently serves as a partner of Spectron Desarrollo, SC, an investment management and consulting firm. He also serves on the boards of directors of Starbucks, The Pepsi Bottling Group, Inc. and Corporacion Geo S.A.B. de C.V., a fully integrated developer of housing projects primarily in Mexico. Mr. Teruel received his B.S. degree in Business Management from the Universidad Iberoamericana in Mexico City, and attended the International Senior Management program at Harvard Business School.

In addition to Mr. Teruel, JCPenney’s Board of Directors includes Mr. Ullman; Colleen C. Barrett, President of Southwest Airlines Co.; M. Anthony Burns, Chairman Emeritus of Ryder System, Inc.; Maxine K. Clark, Founder, Chairman and CEO, Build-A-Bear Workshop, Inc.; Thomas J. Engibous, Chairman of Texas Instruments Incorporated; Kent B. Foster, Retired Chairman of Ingram Micro Inc.; Burl Osborne, Retired Chairman of The Associated Press; Leonard H. Roberts, Retired Chairman and CEO, RadioShack Corporation; R. Gerald Turner, President of Southern Methodist University; and Mary Beth West, Executive Vice President and Chief Marketing Officer, Kraft Foods Inc.
“*

*From: http://www.hispanicprwire.com
Traducido: usando Google o Altavista/Babel Fish

JACQUELINE MONTOFA may seem to be an ideal Mervyns shopper. She’s a young Hispanic mom who shops in the retailer’s Livermore store once a week.

On the other hand, Montofa may not seem so ideal. She also likes Wal-Mart, Target and JCPenney — with no loyalties to any particular retailer.

“I like them all about the same,” she said. “I look for low prices.”

Fighting for shoppers like Montofa is one of Hayward-based Mervyns major challenges as the retailer plows through the third year of a turn-around process that involves reinventing its image and catering to Latino consumers.”*

Palomita™, the new junior and girls fashion brand, with a focus on the Hispanic market, was featured in a successful pageant promoting cultural, civic and educational welfare of Latin girls within the Washington State community. While the contestants worked hard to prepare for the pageants opening dance number, they could rest easy that they would look stunning in their Lulu and De La Rosa t-shirts provided by Palomita™.

Each contestant brought a different exotic look to the Palomita tee she wore at the event. The Palomita Brand is best described by its motto: “Por fin una marca para ti” (Finally a brand for you). Palomita founder and Mexico City native Molly Robbins, secured exclusive rights to use trademarks and vintage art from an array of Latino companies and translated the colorful logos and characters to junior and girls apparel. Palomita features designs from fruit drinks of Pascual Boing®, clothing detergents such as Zote® and Roma®, Topo Gigio® the iconic puppet mouse, and pastries from Bimbo®.

The 2007 Queen and Court pageant that took place in Washington was held by Tri-Cities Chamber of Commerce in support of providing opportunity for contestants to further their education and display their talents. The contestants will be fashioning the Palomita tees at events and activities throughout the upcoming year. “I was thrilled at the opportunity to support the girls by providing the performance tees,” Robbins said. The Tri-Cities pageant, held on Mexico’s Independence Day, celebrated Hispanic Heritage, which hits close to home for Robbins, a Mexico City native. “I loved the fact that I could be a part of this event and share the excitement and vibrancy of Mexican culture.” Palomita is manufactured by Wish Licensing, and is available at JCPenney and on www.ropapalomita.com. Chucho®, the “hermano” brand to Palomita, will be launched in Spring 2008. Chucho® will focus on more masculine designs and feature products ranging from cement companies and tire manufacturers to beverages and confections.

The Tri-Cities Chamber of Commerce focuses on providing opportunity and improving the lives of Hispanic women within the community. After the pageant, contestants are encouraged to develop professional relations as they participate in various activities and events. All the girls will act as positive role models as they work towards personal and professional development.”*

“Palomitaâ„¢, the new junior and girls fashion brand with a focus on the Hispanic market, launches its website www.ropapalomita.com or www.palomitaclothing.com . The website is creative, fun and a vibrant reflection of the brand. The home page features a “puestito” (stand) with colorful icons that link to the various pages: shopping, home, press and more. The launch coincides with the launch of the brand at JCPenney.

“Por fin una marca para ti” (“Finally a brand for you”) is the company’s tagline, reflecting its role in offering apparel that is focused on the Hispanic market. The initial offering is narrow and Palomita â„¢ has plans to significantly expand the line for Spring 2008.

Palomita® features designs from fruit drinks of Pascual Boing®, clothing detergents such as Zote® and Roma®, the iconic puppet mouse Topo Gigio® and confections from Canels ® and Casa Luker ®. Additional nostalgic brands and logos are gradually being acquired from all over Latin America. “It took a while to get this site right; we wanted to make the shopping experience playful and unique, yet functional,” says Molly Robbins, founder of Palomita. “We look forward to adding more products and really catering to our Latino customer.”

About Palomita

Palomita was created by Molly Robbins, ”Molona” a Mexico City native as well an apparel industry veteran. She has secured exclusive rights to use trademarks and vintage art from an array of Latino companies, and artistically incorporates them into the Palomita brand. In 2006, Molly signed an agreement with Wish Licensing for the manufacture and distribution of junior and girls’ tops and sleepwear. Palomita’s distribution will range from mass-market to select and specialty stores nationwide.

Chuchoâ„¢, the “hermano” brand to Palomita, will be launched in spring 2008. Chucho will focus on more masculine designs and feature products ranging from cement companies and tire manufacturers to beverages and confections. The brand will also host iconic characters such as Topo Gigio and entertaining concepts appealing to the young man and boy who enjoys casual clothing and has an adventurous spirit.

For more information visit: www.ropapalomita.com“

“Last night, JCPenney NYSE:JCP enhanced Univision’s annual awards show for youth, Premios Juventud, by presenting three exceptional Hispanic students with college scholarships – each worth $15,000 – during the live show. Premios Juventud, of which JCPenney is the official retail sponsor, targets Latino youth with an energetic show presenting nominees in original categories in music, film, sports, fashion and pop culture and is considered the Hispanic youth show of the year.

Scholarship winners were selected in the categories of academic excellence, athletics and music. Latin GRAMMY® winning singer and songwriter Juan Luis Guerra music, Noticiero Univision anchor Jorge Ramos academic and Association of Surfing Professionals Women’s World Champion Sofia Mulanovich sports, were on hand to present the scholarships. Student Rosa Avalos Chumpitazi will use her academic scholarship to study engineering at Virginia Polytechnic Institute and State University; Tae-Kwon-Do student Warner J. Santiago will use his sports scholarship to study at the University of Puerto Rico, Recinto Universitario de Mayagüez; and alto saxophone player Irving Murguia will use his music scholarship to study music this fall at California State University.

“We believe in powering the potential of today’s youth. Through these scholarships we are able to give these students a helping hand while investing in the future of our next generation of leaders,” said Manny Fernandez, multicultural marketing director for JCPenney. “Partnering with Premios Juventud for this initiative allows us to truly engage our Hispanic youth market and emotionally connect the JCPenney brand closer to our customers.”

The JCPenney Premios Juventud scholarship winners attended the show in star fashion starting with a makeover at a Miami JCPenney store, which included service by professionals at the JCPenney salon along with a wardrobe of the latest JCPenney Back-to-School fashions. This morning, all three participants are scheduled to be interviewed on Univision’s morning show, Despierta América.

In its fourth year, the three-hour Premios Juventud honors the biggest names in U.S. Hispanic show business, fashion and sports. Among this year’s nominees for Premios Juventud were RBD, Wisin y Yadel, David Bisbal, Thalí, Aventura, Shakira and Antonio Banderas. Premios Juventud was broadcast live from the BankUnited Center at the University of Miami on the Univision Network.

About JCPenney

JCPenney is one of America’s leading retailers, operating 1,040 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation’s largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company’s commitment to providing customers with style and quality at a smart price. Traded as “JCP” on the New York Stock Exchange, the Company posted revenue of $19.9 billion in 2006 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney’s “Every Day Matters” brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company’s 155,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney.”

Palomita®, the new junior and girl’s fashion brand featuring beloved Hispanic logos and characters, will be on the shelves in several JCPenney locations for Back-to-School. Similar programs in Mervyn’s and Sears will follow the JCPenney launch. Retailers, hoping to capitalize on the growing demand for apparel with a Hispanic appeal, expect that the popularity of the brands stylized in Palomita fashions will captivate the Latino market.

“Por fin una marca para ti” (Finally a brand for you) best describes the Palomita brand. Founder and Mexico City native Molly Robbins secured exclusive rights to use trademarks and vintage art from an array of Latino companies and translated the colorful logos and characters to junior apparel. “Our fashions portray the brands from my youth”, says Robbins. “They bring back memories of good times, and highlight the extraordinary spirit of the Latino lifestyle”. Wish Licensing manufactures and distributes Palomita. Chucho®, the “hermano” brand to Palomita, will be launched in spring 2008. Chucho will focus on designs that are more masculine; depicting products ranging from cement companies and tire manufacturers to beverages and confections.

JCPenney will stock three of the Palomita tee designs: Lulu®, Topo Gigio®, and De La Rosa®.

“The Univision Television Network celebrated the grand finale of its breakout hit “Nuestra Belleza Latina” (Our Latin Beauty) that combines the glamour of a beauty competition with the excitement of reality television, on Tuesday, May 22, 2007. Hosted by popular Univision personality Giselle Blondet, the finale was a nailbitting elimination for the six finalists who awaited their fate in front of a live studio audience. Captivated viewers from across the country voted for their favorite contestant and crowned Alejandra Espinoza, the 20 year old Mexican beauty from San Ysidro, CA, the very first “Nuestra Belleza Latina.”

In addition to the title, Alejandra has won the opportunity of a lifetime, a coveted contract as Univision’s newest on-air personality, a $50,000 cash prize from AT&T, formerly Cingular Wireless; a 2007 Ford Edge valued at $35,000; and a $40,000 contract to represent JCPenney. Maybelline New York and Garnier will provide Alejandra and her guest with two all expense paid trips, one to New York for a shopping spree and one to Miami for a spa day, for a total value of $40,000.

Alejandra is one of ten siblings, whose parents emigrated from Mexico six years ago. Even within this large family, she always stood out as the most ambitious and curious. Before participating in “Nuestra Belleza Latina,” Alejandra worked as a cashier for a foreign currency exchange service and in her spare time competed in several beauty pageants. She won several local competitions and ultimately placed fourth in the very prestigious “Nuestra Belleza, México.”

“We would like to congratulate Alejandra Espinoza on this great achievement and acknowledge all the contestants for their hard work and dedication throughout the competition,” said Alina Falcón, President and Operating Manager for the Univision Network. “We are thrilled with the success of “Nuestra Belleza Latina’ and the warm reception it has received from our viewers. This show is yet another example of engaging programming our viewers have come to expect from Univision.”

The final competition, which aired Tuesday, May 22, from 10 p.m. to 11 p.m. ET/PT, showcased the six finalists and featured a live performance by Cristian Castro with the world premiere of his new single, “Tu Retirada’ from his album “El Indomable.” Each of the finalists families were flown to Miami so they could be present for the final elimination. Throughout the program, viewers were able to witness the tremendous hometown support for each of the candidates from San Ysidro, Houston, Miami, Los Angeles, New York and Bayamón.

Of the many women who auditioned throughout the U.S. and Puerto Rico, only 12 finalists representing the most charismatic, intelligent and captivating Hispanic women were selected to compete. Each week, they faced-off in a fierce competition that tested their character and determination. After a series of eliminations only 6 finalists were chosen to take part in the grand finale: Alejandra Espinoza, the winner; Elizabeth López, 24, Cuban from Houston, TX; Giselle Saouda, 25, Colombian from Miami, FL; Mayra Muñoz (first runner up), 21, Salvadorian from Los Angeles, CA; Raengel Solí­s, 21, Dominican from New York, NY; and Yara Lasanta (second runner up), 21, from Bayamón, PR.

Univision.com’s exclusive coverage of Nuestra Belleza Latina has resulted in record-breaking traffic on its Mujer channel. Thus far, visitors have generated over 90 million page views and viewed 1.3 million video streams in the past three months. Univision.com features an insider’s look at the contestants, which includes “Where are they now” and “A day in the life of La Belleza Latina.” Exciting post-show highlights include behind-the-scenes video, interviews and photos available via online and wireless through Univision Móvil. “

The 77 contestants of the Miss Universe Pageant looked stunning in the Palomita® tees they highlighted at the Que Belleza affair in Mexico City last night. Only a week away from the 2007 Miss Universe Pageant, the contestants were able to relax, mingle with local celebrities, and enjoy fabulous cocktails and DJ entertainment at the Moonbar in the China Grillat the Camino Real Hotel. Que Belleza was sponsored by Palomita, YMI Jeanswear and NYX Cosmetics.

Each contestant brought a different exotic look to the Palomita tee she wore at the event. The Palomita brand is best described by its motto: “Por fin una marca para ti” (Finally a brand for you). Palomita founder and Mexico City native Molly Robbins secured exclusive rights to use trademarks and vintage art from an array of Latino companies and translated the colorful logos and characters to junior apparel. Palomita features designs from fruit drinks of Pascual Boing®, clothing detergents such as Zote® and Roma®, Topo Gigio® the iconic puppet mouse, and confections from De La Rosa® and Dulces del Vero®.

The 77 nationalities represented at the Miss Universe Pageant demonstrated a universal fondness for the bright and vivid Palomita tees. Many of the contestants have been fashioning the tees at events and activities throughout the month before the May 28 pageant. “I’m thrilled that the contestants enjoy the Palomita brand,” said Robbins. “The pageant in Mexico City is a perfect venue for Palomita. Many of our designs represent local Mexican brands ingrained in everyday life here.”

Palomita is manufactured and distributed by Wish Licensing, and will be available at Sears, Mervyn’s, and JCPenney in late July. Chucho®, the “hermano” brand to Palomita, will be launched in spring 2008. Chucho will focus on more masculine designs and feature products ranging from cement companies and tire manufacturers to beverages and confections.

Now in its 57 year, the thMiss Universe Organization is a Donald J. Trump and NBC Universal partnership. The organization produces the MISS UNIVERSE®, MISS USA® and MISS TEEN USA® competitions, with the goal of improving the lives of women throughout the world. Contestants first compete in local and/or state pageants, and the winners advance to their respective national competitions. The Miss Universe Pageant will be televised live on May 28.

“The Univision Television Network announced today the 12 finalists who will compete in “Nuestra Belleza Latina” Our Latin Beauty, the extraordinary program that combines the glamour of a beauty competition with the excitement of reality television. Hosted by popular Univision personality Giselle Blondet, “Nuestra Belleza Latina” airs weekly on Tuesdays from 10:00 – 11:00 p.m. ET/PT 9:00 – 10:00 p.m. Central on Univision.

Representing the most captivating Hispanic women from across the U.S. and Puerto Rico, the 12 finalists are: from Chicago – Angie Chavéz; from Houston – Elizabeth López, Joanna Parra; from Los Angeles – Alejandra Espinoza, Marlene Alvarez, Mayra Muñoz; from Miami – Martha López, Giselle Saouda; from New York – Raengel Solis, Lorraine Lara; from Puerto Rico – Yara Lasanta, Madelis Soto.

While living together in a beautiful Miami mansion, the finalists will face a series of weekly challenges that will test their talent and character. Viewers will get an unprecedented behind-the-scenes look as they endeavor to perfect their runway walk, work with stylists and make-up artists, sharpen their dance, singing and acting skills, and undergo a rigorous fitness regimen.

Viewer participation will be a key factor in helping a panel of judges including former Miss Universe, Venezuelan beauty Alicia Machado; Latin America’s most revered beauty coach Osmel Sousa; and entertainment host of “El Gordo y La Flaca” (The Scoop and The Skinny) Carlos Calderón. In the 2-hour grand finale, the contestant with the most votes will be crowned the very first “Nuestra Belleza Latina.”

“We are thrilled to be launching “Nuestra Belleza Latina.’ Beauty competitions are a rich tradition among Hispanics and this first-of-a-kind reality/beauty program is one more way to strongly connect with our viewers,” said Alina Falcón, Univision Network Executive Vice President and Operating Manager. “We are also excited to be working closely with our key marketing partners, and offering new ways to successfully integrate their powerful brands.”

In this dynamic new show, Univision has partnered with Cingular Wireless, the new AT&T; Ford Motor Company; JCPenney and Maybelline New York and Garnier. The partnerships will include significant in-show integration, providing valuable exposure for the brands through creative and compelling content for “Nuestra Belleza Latina.”

As the show’s major sponsors, Cingular Wireless, the new AT&T; Ford Motor Company; JCPenney and Maybelline New York and Garnier are providing the winner of “Nuestra Belleza Latina” with an array of prizes and cash. In addition to the title and coveted contract with Univision, the winner will receive a $50,000 cash prize from Cingular Wireless, the new AT&T; a 2007 Ford Edge valued at $35,000; and a $40,000 contract to represent JCPenney. Maybelline New York and Garnier will provide the winner and her guest with two all expense paid trips, one to New York for a shopping spree and one to Miami for a spa day, for a total value of $40,000.

As the exclusive telecom sponsor, Cingular Wireless, the new AT&T, is an integral part of each telecast and will provide viewers with the information to vote for their favorite contestants from week to week. Univision Móvil, the industry’s most comprehensive provider of Spanish-language mobile content, has partnered with Cingular Wireless, the new AT&T, to offer subscribers a chance to vote for their favorite contestants and enter a sweepstakes to win a trip for two to the show’s finale. Subscribers can also watch interviews, runway modeling and behind-the-scenes footage of the competition, all via their mobile phones.

Univision will work closely with Ford Motor Company, JCPenney and Maybelline New York and Garnier to co-create individualized programming content that seamlessly integrates each of their brands into the show via a sponsored challenge, which the contestants will face on a weekly basis. Ford Motor Company, JCPenney and Maybelline New York and Garnier will also provide an additional assortment of cash or prizes for their individual branded challenge.

Univision.com takes fans inside “Nuestra Belleza Latina” with exclusive content and video coverage of contestant bios, interviews and behind-the-scenes footage. The interactivity does not stop with online. Whether it’s online or on the go, Univision.com and Univision Móvil ensure that fans do not miss a second of their favorite shows.

“Nuestra Belleza Latina” airs weekly on Tuesdays from 10:00 – 11:00 p.m. ET/PT (9:00 – 10:00 p.m. Central) on the Univision Television Network.

Univision Communications Inc. is the premier Spanish-language media company in the United States. Its operations include Univision Network, the most-watched Spanish-language broadcast television network in the U.S. reaching 99% of U.S. Hispanic Households; TeleFutura Network, a general-interest Spanish-language broadcast television network, which was launched in 2002 and now reaches 87% of U.S. Hispanic Households; Galavisión, the country’s leading Spanish-language cable network; Univision Television Group, which owns and operates 62 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Spanish-language radio group which owns and/or operates 69 radio stations in 16 of the top 25 U.S. Hispanic markets and 4 stations in Puerto Rico; Univision Music Group, which includes Univision Records, Fonovisa Records, La Calle Records and Mexico-based Disa Records as well as Fonomusic and America Musical Publishing companies; and Univision Online, the premier Spanish-language Internet destination in the U.S. located at www.univision.com. Univision Communications also has a 50% interest in TuTv, a joint venture formed to broadcast Televisa’s pay television channels in the U.S., and a non-voting 14.9% interest in Entravision Communications Corporation, a public Spanish-language media company. Univision Communications is headquartered in Los Angeles with television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States.

For more information, please visit http://www.univision.net. “

“Millions of Hispanic viewers will follow twelve finalists in the new Univision reality show Nuestra Belleza Latina as they move into a Miami mansion to start the competition. As audiences enjoy a dynamic contest in which Hispanic women from all over the country will be competing with each other through numerous challenges, they will also enjoy colors, textures, designs, and fashion lines by JCPenney.

JCPenney is the exclusive retail sponsor for Nuestra Belleza Latina and is providing contestants with clothing, accessories, jewelry and swimsuits throughout the program. The personal style of the contestants, combined with home furnishings — also provided by JCPenney — will bring life to the house, which will be the setting for the show. Once there, as the finalists live some of the most intense weeks of their lives, their interpersonal skills will be tested with each challenge. They will be surrounded by the latest JCPenney fashion designs including those from nicole by Nicole Miller, Bisou Bisou, The Original Arizona Jean Company and Ambrielle intimate apparel. Inside the Miami mansion, contestants will also enjoy the new Studio by the JCPenney Home Collection and the Chris Madden for the JCPenney Home Collection.

“Our participation in Nuestra Belleza Latina is a way to restate our commitment to the Hispanic market, through a dynamic and interactive environment where Latina women can grow, learn, challenge themselves and achieve their aspirations,” said Manny Fernandez, JCPenney marketing director for multicultural markets. “By taking our fashion collections, accessories and home styles to Nuestra Belleza Latina, we are bringing our store lines to life and allowing Latino consumers to make them a part of their daily lives.”

JCPenney’s role in Nuestra Belleza Latina follows the launch of the Company’s new brand positioning, “Every Day Matters,” and reflects its objective to continue building an emotional connection with Hispanic consumers who want to live each day to the fullest. “‘Every Day Matters’ is much more than a tagline because it evokes the aspirations of Hispanics to provide their families and themselves with a better life,” explained Olivia Vela, JCPenney Hispanic marketing program manager.

Recognizing the growing influence of Latina women in their homes and in their communities, supporting Nuestra Belleza Latina was a natural step for JCPenney. This interactive show — the first of its kind that gives viewers the power to participate — goes beyond beauty and fashion, offering a unique opportunity that inspires participants and the television audience to test and develop their social skills, self-confidence and other values that will prepare them for the future.

The winner will receive a one-year Univision contract and $40,000 from JCPenney that, along with other prizes, will significantly impact that Latina’s life. JCPenney understands that Nuestra Belleza Latina will have a very special place in the lives of the contestants, while providing them with a unique opportunity to make their dreams come true.

About JCPenney

JCPenney is one of America’s leading retailers, operating 1,033 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation’s largest general merchandise catalog business. Through these integrated channels, JCPenney offers a wide array of national, private and exclusive brands which reflect the Company’s commitment to providing customers with style and quality at a smart price. Traded as “JCP” on the New York Stock Exchange, the Company posted revenue of $19.9 billion in 2006 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is JCPenney’s “Every Day Matters” brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company’s 155,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with JCPenney. “

“Following the Academy Awards, viewers can expect to see the ads air over the next few weeks, reaching 89 percent of all women age 18 to 54 over 12 times. Translated to “Cada Dia Cuenta,” the ads will also air Feb. 22 on the countrys leading Spanish-language television network, Univision, during JCPenneys exclusive retail sponsorship of Premio lo Nuestro a la Musica Latina, the longest-running and most popular award show for the U.S. Hispanic audience, and will include a 30 second ad created exclusively for JCPenneys Hispanic customer. There will also be print ads appearing in key consumer magazines starting in March and modifications to the Companys e-commerce site, www.jcp.com, and external corporate site, www.jcpenney.net, to reflect the “Every Day Matters” positioning. “

“After Teresa Rodriguez arrived in Los Angeles from El Salvador in 1984, she started shopping regularly at the La Curacao department store a few blocks from her apartment. With no credit history and her only identification documents issued by her home country, Rodriguez applied for and received a credit card with La Curacao two years later.

Eventually, Rodriguez began working as a nurse’s aide, and she and her husband used the card to buy kitchen appliances, televisions and furniture from La Curacao for their family, which now includes three children. She made timely payments and established a credit history good enough to obtain JCPenney and Sears credit cards and financing for a new car ”” all within five years of arriving in the United States ”” and went on to get a Visa and Mastercard and buy a house in 1998. She even used La Curacao’s export services to send a refrigerator and television to her mother in El Salvador.”