Beauty by SM

Beauty by SM launches today its newly transformed and more exciting store in the Ground Floor of the SM Department Store in Makati.

Yesterday, January 22, 2010 was the official launch of Beauty By SM where a Beauty Trade Show throughout the day, and a culminating Fashion Show and Live Photo Shoot in the evening was held. It was like a fashion and beauty buffet all day. The event was dubbed “Beauty Expert Behind the Scenes.”

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.

The SM Department Store at Makati first opened in 1975, was rebuilt and reopened in 2004. The beauty hall has just been recently renovated and is launched on January 22, 2010.

The Beauty Hall, named Beauty by SM, at 1390 sq meters is the largest amongst the 36 currently operating throughout the Philippines. It is the largest beauty hall in the Philippines and probably amongst the biggest in the world. 6 more are planned to open in 2010.

The new store's contemporary interior was designed jointly by a highly acclaimed New York based architectural group, Point Design and the SM Group. It exudes a relaxed and informal ambience, making it conducive to shopping.

The black tiles in the center aisle create an illusion of a ramp leading to the feature wall at the back part of the store. Large graphics identify the product categories, making it easier for the shopper to navigate through the display counters and gondolas. The lighting, which shines through the column lanterns and interesting chandelier, is relaxed.

"With the opening of our new flagship store in Makati, we are all the more dedicated to bringing beauty to our customers through an exciting new shopping experience," says Victoria Encarnacion, Director for Marketing. "That is why we have created a whole new look and incorporated a more spacious design to our beauty section."

The more relaxed and informal environment carried out in the design is also the philosophy of the merchandise display. New products ensure wider, more informed choices for customers. Very organized and properly labeled gondolas create less clutter. Clear signage’s guide customers to find the products with more ease.

For customer convenience, Beauty by SM is also a well-zoned store, with its exciting mix of cosmetic brands in the center. Surrounding it are sections for personal care (bath and body), facial care, skin care, essentials, dental care, hair care and fragrances.

An interesting element is the introduction of the largest Men's Zone in the country, which has a complete line of personal care products designed for men's needs.

It is a haven for beauty where one can find the latest beauty products, try out the exciting new innovations, and speak to experts they can trust. Beauty by SM also has the widest range of products available in the market, including exclusive products, as well as premium and mainstream brands consistent with SM's "we've got it all" image.

Carrying more than 7000 unique products, customers will find a wonderful mix of favorite brands and new products. There are 72 fragrance brands, 36 cosmetic brands, 52 skincare brands, and over 16 exclusive brands, among them are Tri-Aktiline, Clinelle, Colorescience, 4U2, Ardell, Kiss, Beauty Credits, lanti.

New skin care brands like Tri-aktiline and Clinelle join Pond's L'Oreal, and Olay to make Beauty by SM a haven for skin care. All time favorites from Watsons Own Label and Exclusives make a mélange of great choices for hair, body, and skin care products. Counters are full of the latest cosmetics from Revlon, Lola, and Covergirl, while fragrances from Calvin Klein, Ralph Lauren, Givenchy, Hugo Boss, and Lacoste are the latest in their lineup.

Shoppers can try the store's latest beauty products in numerous makeover stations, as well as innovative animations. To help them pick the best products suited for them, beauty consultants are there to give their expert advice.

"We have listened to our customers and addressed their needs reflective of their beauty aspirations. Together with our partners, we will continue to roll-out the new format throughout the existing chain."

Experience the best of beauty at the all new, all improved beauty section at the SM Department Store in Makati.