The French make-up brand created by artist Dany Sanz for worlds of fashion and theater alike has finally returned to the Philippines.
On March 18, Make Up For Ever made its dramatic comeback with the opening of its flagship boutique at the new SM Mega Fashion Hall in Mandaluyong City.
“Make Up For Ever is my personal favorite and it’s not new in the Philippines. Now that it’s back, everyone can expect new innovative products to be launched this year,” said Mutya Laxa-Buensuceso, Luxasia’s country manager.
The beauty executive then revealed three facts that make the milestone “exciting and interesting.” First is that Make Up For Ever was developed by Sanz, who is a pro, for the pros. Then, the brand remains no. 1 in Sephora stores in key cities worldwide like New York, Hong Kong and London. And lastly, it is the company that first introduced high definition make-up to the market.
Buensuceso also announced that Make Up For Ever Philippines entered L Beauty—a joint venture between Luxasia and French luxury giant LVMH—making it one of the biggest and most important brands for the group.
“With this, fans of brand can expect to see the Make Up For Ever expanding into more malls and establishing a stronger retail presence with a wider assortment and better-trained retail staff. We promise to provide the most comprehensive retail experience to both the professional make-up artists and consumers alike,” she said.
A beautiful playground
It was Make Up For Ever Brand Manager Lyra Prieto turn to talk about the beauty and significance of the flagship boutique in the days to come.
“Finally, there is a hub that truly welcomes everyone—where every girl on the street and make up addicts can be reassured about their appearance by developing their makeup skills through the workshops, allowing them to be creative, self-confident and be daring with colors,” she began.
Professional make up artists would not be left behind. Prieto added, “Professionals in the beauty industry can also look forward to a retail space which showcases a comprehensive assortment of close to 1,000 make up products which includes artistic and special effects products such as artificial blood, flash color palette and body painting products.”
As for the layout of the store, the spacious beauty hub gives a “backstage vibe” inspired by its backstage studio concept. Each corner is brimming with products, allowing everyone to try and play with everything they can see and touch.
New stars of HD
During the launch, Make Up For Ever also introduced the newest products from its best-selling High Definition range, the HD Pressed Powder and HD Cream Blush.
The High Definition line, inspired by the demands of the makeup professionals and made to satisfy women’s daily needs, was developed by Sanz, founder and creative director, to meet the needs of HD technology. It has always been known that in High Definition, an image is magnified at least six times more than its original size—making every line, detail, wrinkle, redness and spot of powder become more obvious or visible on skin.
Anticipation and excitement filled the room as internationally acclaimed make-up artist Jake Galvez performed a half-faced make up demonstration on Asia’s Next Top Model Cycle 2 finalist Katarina Rodriguez to challenge the products.
After the demo, an astonishingly flawless complexion was revealed and even projected onto the high definition TV screens that surrounded the venue. Wowed by the instant transformation, the guests also had a chance to see Rodriguez up close as she modeled around the venue to showcase the difference.