MANILA, Philippines - SM Malls recently launched its first ever "Beauty by SM" flagship store featuring a more exciting array of beauty products.

Enhanced by spacious aisles, new and exclusive brands, and expert service; the 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," Robert Sun, chief operating officer of Watsons Philippines said.

"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," Sun added.

SM Makati's beauty hall boasts of 1,390 square meters of floor space filled with 7,000 unique products, 72 fragrance brands, 36 cosmetic brands, 52 skin care brands and 16 exclusive brands including Tri-Aktiline, Clinelle, Colorescience, 4U2m Ardell, Kiss, Beauty Credits and Ianti.

"Beauty by SM sets a new standard for beauty in Manila," said SM Retail Consultant Nigel Healy.

"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," he said.

"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," Healy said.

Beauty expo

The beauty section of SM Makati was awash with activity as "Beauty by SM" was officially introduced to VIPs, partners, beauty professionals and media guests last Friday, January 22.

Dubbed as "Beauty Expert Behind the Scenes," the event included a morning ceremonial opening, a Beauty Trade Show througout the  day, and a culminating Fashion Show and Live Photo Shoot in the evening.

Guests of honor were 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 and Gamble.

Joining them onstage for the ceremonial opening were Olay's endorsers Angel Aquino and Daphne Oseña-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 skin care, hair care, fragrance, health and wellness, personal care and cosmetic care brands in the market today.

For all sexes

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 the needs of men.

"When it comes to beauty and the dedication that goes into the pursuit of it, no one understands the zest and inspiration it requires more than the beauty experts who know what is required behind the scenes of beauty," says Victoria Encarnacion, Beauty by SM director for Marketing.

"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," she said.

"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," Encarnacion added.

Bringing to life the idea of 'behind the scenes beauty' was event extraordinaire Robby Carmona and fashion photographer Niccolo Cosme, who ended the day's activities with a Fashion Show and Live Fashion Shoot.

Armed with cosmetic looks created by Makeup Forum and complimented by designs from SM Ladies Fashion and SM Accessories, guests and customers were treated to a unique experience of fashion plus beauty and exclusive sneek peek into the secrets of achieving "behind the scenes beauty." Report and photos by Reyma Buan-Deveza, abs-cbnNEWS.com.