Beauty by SM: A Fashionable Beginning

An evening of fashionable celebration marked the official launch of Beauty by SM, the latest beauty haven in Manila’s beauty retail scene.

A fashionable beginning

Last January 22, 2010, the beauty section of SM Makati was awash with activity as Beauty by SM was officially introduced to VIP’s, partners, beauty professionals, media guests, and VIP’s. Dubbed as “Beauty Expert Behind the Scenes,” the full day event included a morning ceremonial opening, a Beauty Trade Show throughout the day, and a culminating Fashion Show and Live Photo Shoot in the evening.

Guests of Honor to grace the event included Ms. Tessie Sy-Coson of SM Group of Companies, Mr. Martin So, CEO for Health and Beauty Asia - AS Watson, and Mr. Robert McDonald, Global CEO of Procter & Gamble. Joining them on stage for the ceremonial opening were Olay’s Angel Aquino and Daphne Osena-Paez.

After the opening ceremonies, hosts Tim Yap and Karen Pamintuan took guests through a Beauty Trade Show which showcased the key elements that make Beauty by SM a haven in Manila’s beauty industry. Each stopover exhibited the very best Skincare, Hair Care, Fragrance, Health & Wellness, Personal Care, and Cosmetics brands in the market today. 

Completing the roster of local and international brands per category was Men’s Zone, offering the widest selection of personal care products that are exclusively designed to cater to the needs of men. During the tour of the Beauty Trade Show, Daphne Osena-Paez and Angel Aquino shared skincare secrets to looking young, insights into the latest cosmetics and make up looks were provided by James Cooper, while renowned hair experts Jude Hippolito and Rose Velasco shared their views on the best hair looks for 2010.

“This is the idea that drove the vision of our Launch.  What we wanted to do was to share with all our guests and customers the ins and outs of how to be beautiful. I believe this was successfully brought to life by our Beauty Trade Show and Fashion Show – the first of its kind to take place within the walls of SM Makati’s beauty section,” remarked Victoria Encarnacion, Beauty by SM Director for Marketing.

SM Makati’s latest beauty hall

The event was the official launch of Beauty by SM’s flagship store. Enhanced by spacious aisles, new and exclusive brands, and expert service, the brand new beauty section of SM Department Store in Makati is now bigger, better, and even more beautiful. “The launch of Beauty by SM’s flagship store at SM Makati signals a new era,” said Robert Sun, Chief Operating Officer for Watsons Your Personal Store, Phils. “We now take Beauty to the next level.  We have lined up many more stores to be renovated to ensure that we are able to provide our customers a unique shopping experience.  I am proud to say that we are well on our way to making our vision to be the preferred  beauty destination a reality.”

SM Makati’s brand new beauty hall boasts of 1,390 square meters of 7,000 unique products, 72 fragrance brands, 36 cosmetic brands, and 52 skin care brands, and 16 exclusive brands including Tri-Aktiline, Clinelle, Colorescience, 4U2, Ardell, Kiss, Beauty Credits, and Ianti.

“Beauty by SM sets a new standard for beauty in Manila,” said Nigel Healy, SM Retail Consultant. “The architectural design of our flagship store was meticulously designed by SM and Point Design, a highly acclaimed New York-based architectural firm, with the overall shopping experience of our customers as a top of mind indicator for our success. I believe we have achieved what we have set out to do. Complimented by subdued lighting shining through specially-designed column lanterns, every customer can look forward to a shopping experience like no other. Organized and properly labeled gondolas, wider aisles, and clear signage also offer customers a shopping ambience conducive to exploration.”