Filipino mall giant SM recently kicked-off its biggest and first ever “The Best of K-Beauty” festival by converting Mall of Asia’s (MOA) Atrium into “mini Myeongdong,” or a baby version of South Korea’s famous beauty and skincare shopping area in Seoul, South Korea.
True to its essence as a Korean beauty haven, SM Beauty’s “The Best of K-Beauty” festival was opened with Korean pop-like performances from Cornerstone Entertainment’s new Pinoy pop group AJAA.
Envisioned as a destination for all things K-beauty, the festival featured interactive booths and curated special collections from SM Beauty’s Korean brands – from heritage ones like Deoproce, Laneige, Innisfree, Banila Co, AHC and Hada Labo, to relatively new ones like Kaine, Some by Mi, Cosrx, Beauty of Joseon, W.dressroom, Clio, Round Lab, Barenbliss, Peripera, and QuickFX, among others that are also trending on social media.
Like Reyes, SM Beauty and LOOK at Me Senior Marketing Manager Mishen Hernandez-Samonte, Watsons Philippines Group Category Manager Aimee Pernia, and Trading and Beauty Category Manager Precy Hentoloro are also enthusiasts of Korean dramas, pop, and most importantly, beauty. Like Reyes, K-beauty fans have the chance to win a trip to Korea when they shop at any SM Beauty store until October 20. in the same interview that K-beauty is SM Beauty’s biggest category among Asian brands.
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