At the Allure Beauty Lab, over 2000 guests discovered how our five senses can transform beauty into an immersive and educational experience. For two days, the SMX Convention Hall at SM Aura was sectioned into a three-chapter tour where attendees could explore, create, and interact with some of the country’s leading and emerging brands, all while developing a deeper understanding of how beauty can be both an informative and exciting experience.

Entering the venue, the Allure Beauty Express served as the first touchpoint of the experience. From oversized product installations to partnered booth activations, guests were immediately given a full-rounded suite of interactive content zones and photo opportunities that also rewarded them with exclusive gifts throughout their stay.

Posh Skin

Lorenzo Corro

Lorenzo Corro

Expressions of confidence were described as the central theme at the Posh Skin booth. Stylized in the brand’s color palette, visitors were invited to try out the brand’s many pimple patch collections playfully themed to various flora and fauna, shapes, and even metallic finishes. 

Additionally, guests were also encouraged to answer the question “What makes you feel confident?” on colorful notes, which later gave them a chance at the booth’s claw machine for a chance to bring home a pack of Posh Skin pimple patches.

Cream Silk

Ed Simon

Ed Simon

Decorated with spherical product displays and a bright center LED screen, Cream Silk’s teal-colored booth was designed to let visitors create content and strut hairstyles alongside its Hydration & Volume Salon Renewal Mask. The booth also displayed variations of Cream Silk’s Amino-Keratin and Amino-Collagen Repair Booster Treatments for guests to pose and interact with.

In understanding how the product works to give their hair that added bounce and protection, those who joined the brand’s social media challenge were also handed samples of the hair mask on the second day of the event.

Pond’s Skin Institute

Tin Villanueva

Tin Villanueva

At the Pond’s Skin Institute booth, uncovering your skin’s “natural glow filter” became as simple as a game of flip tiles. Guided by resident experts, guests received curated product recommendations made to address their personal skin concerns—whether it’s oily, dry, sensitive, acne-prone, or combination. 

Choosing from the brand’s Hydra Miracle, Bright Miracle, Age Miracle, and Sun Miracle moisturizers to its Serum Day Cream and Charcoal Facial Cleansers, visitors were also rewarded with a variety of Pond’s themed keepsakes such as its Sun Monster plushie, knot bags, and summer cups through lot draws.

POPP by Penshoppe

Lorenzo Corro

Ed Simon

Penshoppe’s recently relaunched makeup essentials line gave guests a chance to have an interactive and educational experience in discovering their ideal shades. Done as a fishbowl draw, visitors were given the chance to either explore and test out the brand’s lineup of products along its display, or experience their first color analysis courtesy of The Lookbook.

Time Phoria

Lorenzo Corro

Ed Simon

Described as a return from the year 2050, Time Phoria took to bring the future of makeup essentials to guests at the Allure Beauty Express. As a way to familiarize visitors with its lineup of liquid metal-inspired products, a 30-second matching game gave challengers an opportunity to win samples of its Stellar Dust Lip Stain, Cheek Liquid Brush, Spectra Ultra Stay-Color Transfer Proof Lip Vinyl, and Orbita 3-in-1 Blurring Pot.

Winners also received an exclusive gift voucher that rewarded them with Time Phoria-themed accessories alongside their newly purchased products from neighboring stores.

UPMAKE

Lorenzo Corro

Ed Simon

An airport-themed runway served as the central theme for newly-launched local beauty brand Upmake. Along the “Boarding” lane, participants were encouraged to take photos throughout the space, which later led them to the brand’s lineup of 20 foundation shades designed specifically for Filipina skin. Before departure, visitors were gifted their choice of foundation, along with boarding pass-inspired accessories as they continued to explore the hall.

As they collected their stamps along the Allure Beauty Express experience, guests could also grab bites and refreshments provided by Goodness Graze and The Black Box Mobile Bar, with the latter crafting beverages themed to Allure Beauty Lab’s color palette. On the second day, Plain Sight Coffee Roasters and Portman Coffee gave guests quick pick-me-ups for an eventful day ahead.