Experiential beauty
Kuala Lumpur’s Bangsar Shopping Centre held its Beauty & Fashion Week from 10th-14th May 2017 in collaboration with a host of cosmetics names including Hair Sponsor A Cut Above and Official Makeup Flormar Malaysia.
Asian nations are offering consumers exclusive experiences from global brands to generate brand awareness and appeal. In April 2017, Shiseido announced its luxury brand, Clé de Peau Beauté, had prioritised shoppers’ experiences when designing its latest shop in Tokyo, Japan.
The owners of Bangsar Shopping Centre (BSC), BR Property Holdings organised the Bangsar Shopping Centre held its Beauty & Fashion Week event in the capital, which was designed to bring together a “cross-section of people” through creating “a cosmopolitan atmosphere [that] generates a sense of belonging".
Brand collaboration
Marketed as a “living, breathing, contemporary lifestyle destination that is the nexus of Bangsar's community”, the event sought to offer an experiential experience through on-trend innovations, music, tips and giveaways.
Malaysian household Hair salon name, A Cut Above, emphasised its information-based commercial elements, due to the developed of its hairdressing academy, by providing value-adding information to consumers through style tips.
Flormar Malaysia presented its product range, which includes blushes, foundations, eyeshadows, mascaras, lipsticks, nail polishes, accessories and skin care products to promote colour cosmetics innovative trends.
Providing skin care, anti-aging treatments and slimming, Meng Beauty & Slimming promotes the benefits of advanced cellular skin designed to ease the issues associated with “premature ageing, environment hazards and the stress of contemporary life”.