Korean pop culture has not only captured the interest of music, film or TV drama enthusiasts in the Philippines. In recent years, even beauty connoisseurs started raving about Korean beauty — or K-beauty — products their favorite idols also use.
This didn’t go unnoticed for SM Beauty and Watsons who started highlighting Korean brands in their stores nationwide.
“Anything Korean is popular in the country, including beauty products. That’s why in 2019, we started a dedicated section inside our store,” Aimee Pernia, Watsons Philippines’ Group Category manager, told The Manila Times in an interview.
“Back then, there’s just a few brands that we have and we built on it. Now, we’re more agile in bringing brands that are trending on social media,” Pernia added.
Mishen Hernandez-Samonte, SM Beauty and LOOK at Me senior marketing manager added, “Before, when you talk to Korean suppliers, they were not familiar with the Philippine market. But right now, they are well aware of the popularity of their products and they are ready to expand with us.”
To celebrate K-beauty — how far it has come and its continuous growth in the local market — SM Beauty is currently holding “The Best of K-Beauty” festival at the SM Mall of Asia Main Atrium.
A treat for beauty enthusiasts, shoppers can get discounts and freebies from their favorite brands, enjoy games, and snap photos of the setup made to replicate the vibe of Korean dramas.
As part of the K-Beauty event, SM Beauty also gives customers access to the Skin Lab where they can understand their skin better and discover their personalized K-beauty routine.
The fun doesn’t stop there as SM Beauty gives shoppers a chance to win a trip to South Korea. They just have to shop at the beauty fest at Mall of Asia or at any SM Beauty store until October 20.
Buy products from participating brands such as W.dressroom, Clio, Round Lab, Beauty of Joseon, Barenbliss, Some by Mi, Cosrx, Deoproce, Laneige, Innisfree, Peripera, Banila Co, Kaine, AHC, Hada Labo, QuickFX to get a chance to win.
“The Best of K-Beauty” at the SM Mall of Asia Main Atrium will run until Sunday, September 24.
Source : Manila Times