Forecast: Filipino beauty will be globally copied like Korean, Japanese
Beauty, like hope, springs eternal. There will come a time Filipina beauties like Liza Soberano (left) and Miss Universe 2015 Pia Wurtzbach will no longer be compared to Latina or American beauties, and will be able to hold their own globally as distinctively Filipina. Philstar.com/EC Toledo IV
MANILA, Philippines — The Philippines is not just known for its beauty queens, but increasingly, for its beauty brands also.
Watsons Marketing Director Viki Encarnacion will not be surprised if in the near future, beauty enthusiasts all over the world would start copying Filipina looks, just as the world has embraced Korean and Japanese beauty.
To say that Filipino cosmetic brands are at par with their foreign counterparts is no longer just an assertion – major shopping store chain SM has the numbers to prove it.
According to Encarnacion, at SM Beauty, Filipino cosmetics brand Ever Bilena goes head to head with American label Maybelline New York in terms of sales. Quality and price, she said, are why these brands are among top sellers in the beauty section.
“Middle-income earners are still the biggest chunk of our market and they go for good quality brands with affordable prices,” Encarnacion expounded.
In general, Filipino brands in the beauty section, such as Happy Skin and Fashion 21, are doing very well and are competing with the rest of the brands from all over the world, Encarnacion reported.
According to her, SM has over a hundred brands of cosmetics and fragrances, including those that were previously just available online like Nyx, so one does not have to wait from one’s package to be delivered to try exclusive brands like this.
“We have tens of thousands of SKUs of cosmetics and fragrances. So, that alone tells you we have very affordable brands and also, we have a world of brands. So, it’s really it’s a world of beauty. You can shop the world in one store,” she assured.
“Maybe, in the past, many think that SM only has very limited cosmetics brands, only local brands. We want to say no, the whole world is represented here. We have American brands like Revlon and Max Factor. We have European brands like L’Oreal. We have Asian brands like Kanebo and Shiseido. And of course, we have our Filipino brands.”
Fiipino labels that can give one a “Filipina glow” and are tailored-fit for the Filipina skin include Features & Shades, Shawill, Pink Sugar and Nichido.
For a fool-proof beauty, try the classic European look courtesy of European brands L’Oreal, Sleek, Catrice, The Body Shop, Essence, Flormar, BeYu, Makeup Factory, Deborah Milano and Ingrid Cosmetics.
For a trendy Western urban look, try Covergirl, Wet n’ Wild, L.A. Girl, In2it, Bys, VMV Hypoallergenics and Jordana.
Finally, to replicate the Asian signature of straight eyebrows and dewy skin, try Korean and Japanese brands like K-Palette, 4U2, Tony Moly, Etude House, Kate Tokyo, Holika Holika and Kate Tokyo.
Encarnacion said SM has just finished renovations of its beauty sections in SM Makati and SM Aura. The one in SM Megamall will also undergo renovations “to look even better than Makati,” Encarnacion noted.
“There was a time we went to the brands from competitors, but now, they’re coming to us rather than us inviting them,” she said.
She believes that time will come, too, when Filipino beauty brands would take the world by storm, and Filipina beauties would become the trend setters for makeup tricks all around the globe.
The beauty section offers beauty brands and trends from all over the world.
The beauty section offers beauty brands and trends from all over the world.
The beauty section offers beauty brands and trends from all over the world.
The beauty section offers beauty brands and trends from all over the world.
The beauty section offers beauty brands and trends from all over the world.
The beauty section offers beauty brands and trends from all over the world.
The beauty section offers beauty brands and trends from all over the world.
The beauty section offers beauty brands and trends from all over the world.
The beauty section offers beauty brands and trends from all over the world.
