Beauty sections are usually just one small component or section of a mall or department store, which usually translates to limited choices. Recently, the SM Store in Makati redefined this concept.
The SM Store Beauty Section spans almost 2,500 sqm., making it the biggest beauty section in the Philippines. The SM Beauty Section is truly a giant “section”—as this is far larger than most stores and the equivalent of a whole mall in some areas. But more than just the sheer size of the section, the sensory experience of shoppers is enhanced with large video screens; music from a central audio system; and different aromas emanating from the different booths of fragrance or skin care brands.
With size, comes variety. Anyone who walks into the section can select among numerous items from luxury global brands for cosmetics & skin (MAC, Clinique, Aveda, Kiehl’s, Shu Uemura, L’Oreal, etc.); fragrance (Versace, Prada, Philosophy, Lalique, Tory Burch, Lancome, etc.); nail (Ciaté, Alessandro, etc.); and masstige brands (Happy Skin, Coverderm, Catrice, The Body Shop, etc.).
I went shopping at SM Store Beauty Section with Philippine prima ballerina Lisa Macuja-Elizalde. Here are our 2.O views on beauty regimen and our SM Beauty Section shopping experience:
Beauty regimen
Lisa: I wear make-up everyday, but not because I’m a ballerina. I wear light make-up even when I train. Because I sweat when I train, I use waterproof make-up.
Karen: I go to the office or court without make-up. Generally, I don’t wear make-up unless I have to host my show on CNN Philippines, do a pictorial, or appear with a specific role in events (even then, I’ve attended some events as brand ambassador without make-up). Thus, most of my beauty regimen consists of cleansing and moisturizing my skin, and taking care of my hair.
Beauty skills & kit
Lisa: During most of my career, I did my own make-up. Towards the end, I allowed myself to be spoiled by letting others do my make-up. If others are doing my make-up, I allow them to use their own equipment and make-up on me. When my production assistant does my make-up, I use my own make-up and equipment. Since I’ve retired from being a professional prima ballerina, I’ve started giving away a lot of the make-up and cosmetics that I normally use for performances.
Karen: I don’t know how to put on make-up, but I can apply some basic make-up on myself when absolutely necessary. In the past, I’ve bought several types of make-up and different tools (like brushes, lip and eye applicators). A year later, I found most of them unopened and unused. I rely on a professional make-up artist to do my make-up for my TV show. Since my make-up artist with CNN Philippines does my make-up regularly, he already knows the shades that suit me. For photo-shoots and events, I use whoever is assigned to me as my make-up artist. I let them use their own make-up and tools on me. I do have some staples in my bag such as lipstick, lip balm, and face paper (which I use to take out shine, rather than applying face powder).
OUR SM BEAUTY SHOPPING BAGS
Lisa: I bought something that I’ve been using since before—Shu Uemura face powder. For my hair, I bought conditioner from Kiehl’s and Aveda. These were new types of conditioners that I wanted to try for my hair. I like trying different brands to see what works for me. Other items in my shopping bag (which are more “luho” because I didn’t need them) are eye palate from Shu Uemura and Mac lipstick. I really like the eye palate because it had the shades I normally use. I bought the Mac lipstick because it had an orange hue and would match one of my orange outfits. I like wearing orange clothes.
Karen: Since my beauty regimen consists mostly of keeping my skin clean, fresh, and healthy, I bought a lot of skin care products. My shopping bag consists of Shu Uemura’s Vitalizing Refining Lotion (to tone my skin and refine my pores), Clinique’s Clarifying Moisture Lotion No. 3 (to clean my skin), and Kiehl’s Clarity-Activating Toner (to tone my skin). I also noticed that the cold air-conditioning in my office and in the TV studio tend to dry my skin, as well as most make-up removers that strip moisture from my skin. That is why I am always on a lookout for mild cleansers and moisturizers. I bought Clinique’s “Take the Day Off Cleansing Milk” (make-up remover with moisturizer) and Clinique’s “Even Better Brightening Moisture Cream Plus.” I’m also fond of the outdoors so I picked up a bottle of Kiehl’s Activated Sun Protector SPF50. Like Lisa, I like trying out different brands and different products.
WHAT WE THINK ABOUT SM BEAUTY SECTION
Lisa: It was very big and airy. The area had a very wide selection available right there and then. There’s no need to walk around too much.
Karen: I usually do my errands after work or during lunch breaks. Since the SM Beauty Section is located in the heart of Makati, it’s very accessible for working people like me. The extensive selection makes shopping there efficient since it allows me to find almost everything I need for my beauty regimen there. In spite of the wide space and numerous brands, I found the layout organized and easy to understand. I was also impressed with the knowledgeable attendants. For someone like me who doesn’t spend too much time poring over cosmetics, it helped to get advice from the expert consultants stationed in each brand. I also like the services some booths offered. I was able to get a short facial from L’Oreal, which was a quick and easy way to try some of their skin care products.
This article first appeared in the July 2015 issue of 2nd Opinion.
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