Feliciano-Chon with actress Kristin Davis in Singapore
In the early 1990s, Feliciano-Chon, who had, by then, joined hair care expert Sebastian International, strategically aligning the firm with relevant causes and non-profit organizations such as breast cancer research, the Rainforest Foundation and AIDS Project Los Angeles, an early nod to the then budding concept of corporate social responsibility (CSR). She worked for nine years with Sebastian International, rising to become the global head of communications by the time she left for Hong Kong. Besides managing the CSR component, she also got immersed in product development. “I think that was the reason why I stayed long with the company. I had such an interesting role,” Feliciano-Chon recalls.