The Beauty Expert has arrived, and we can’t wait for what it has in store for beauty that looks just like us, as said by Rissa Mananquil Trillo, Editor-in-Chief of Allure Philippines.
Related: Local Beauty Gets The Spotlight In Allure Philippines, Launching Soon
Filipino beauty has always been that girl, and it just got its newest cheerleader to champion it on the global stage with the arrival of Allure Philippines. The first Southeast Asian edition of the renowned beauty publication, Allure Philippines isn’t just your next go-to beauty source, but also a platform to showcase what Filipino beauty is all about. And its launch event was proof of that.
Last April 30, guests of different calibers and backgrounds were in for a treat with the launch of Allure Philippines, held at the Peninsula Manila. You may have seen their iconic debut cover featuring Bretman Rock and Heart Evangelista, but there was so much more that happened at the event. From an opening program full of surprises and inspiring messages to a multi-sensory room to room experience, the Allure Philippines Team made sure no one left their launch empty-handed, and had every person wanting more.
The party was strictly invite only, but we here at NYLON Manila aren’t fans of gatekeeping. So, we come bearing the inside scoop on what went down and why the beauty brand has us excited for more.
A MIRROR, A MEGAPHONE, A MOVEMENT
The launch kickstarted with a program to introduce Allure Philippines to the guests at the event, which ranged from some of our favourite beauty content creators like NYLON Manila cover stars Jasmin Lao and Iya Omana, to Filipina celebrities such as Solenn Heusaff and Bianca Gonzalez Intal, and even a surprise appearance from the cover stars of the maiden issue of Allure Philippines, the incredible Heart Evangelista and baddie icon, Bretman Rock (yes, we were absolutely gagged for that last part too).
The program, which was hosted by Janeena Chan, offered insight into what readers can expect from Allure Philippines and what went into the process of adapting an iconic global brand into a Philippine edition (and the first SEA edition at that!)
With a special appearance from the Editor-In-Chief of Self Magazine and the US edition of Allure, Jessica Cruel, she described Allure as a magazine that was ‘different’, because it framed beauty through the lens of science and backed by experts. She added that what some people see as superficial, Allure sees and frames beauty as something more that speaks to a core part of the human experience. It isn’t just putting on lipstick and calling it a day.
The first part of the night ended with a bang when the maiden issue’s cover was revealed to the world with a dramatic cloth drop to showcase a life-sized cover, earning a well-deserved applause from the audience at the Conservatory.
A MULTI-SENSORY EXPERIENCE
The Allure Philippines launch was more than just a cover reveal though. Instead of just talking about what they’re about, Allure Philippines showed it to the guests dressed in all-white. Because what is beauty if not an experience, right?
They did not disappoint in providing its guests the ultimate beauty exploration journey, as it offered an experience for skin, wellness, fragrance, hair, makeup, and nails. Allure Philippines cooked up, served, and devoured through the ‘House of Experts’, a series of room installations representing the verticals of the brand, aimed to empower the self-care and beauty exploration journey.
To set the scene: Allure Philippines took over a series of rooms for the event with each room representing one of the brand’s content pillars. From makeup to fragrance and more, each room was an immersive experience. Think of it like an expert-led sanctuary that was a reimagined peek and physical manifestation of what Allure Philippines stands for. It was lowkey giving beauty-themed theme park.
Brands also represented a room, so each room offered a new experience from a brand. Some of our highlights include a room by Healthy Options that focused on wellness where guests got to know more about the brand and their products, the Issy room that represented makeup where attendees built their own Issy palette, and a fragrance room where participants scored a fragrance collection based on their favorite scents. Needless to say, it was everything.
BEAUTY THAT LOOKS LIKE ME
In a world where Western and East Asian beauty often take over social media feeds, it feels refreshing seeing local beauty, and Southeast Asian beauty in general, get a supporter that’s unapologetic in what it stands for. The launch was a taste of what Allure Philippines is all about. Not only will it be a go-to expert for all things beauty and wellness, but also a spotlight on beauty that looks like us, and that’s something we’ll always get behind.
Check out more about Allure Philippines by heading over to their website.
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