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Beauty for the young and young once



For women of all ages, there’s this particular commonality that rings true: the pursuit of beauty in all its forms. From the first woman who discovered plants that produce color, and the first application on the lips and cheeks with the realization that it was pleasing to look at, women have been hooked to beauty enhancing products, trends and techniques.

“Beauty care is everything from skin care, makeup, fragrance to body care,” says Jackie Avecilla, Marketing and Communications manager of Cosmetics, Perfumery & Toiletries Division of Rustan’s Makati, during the 6th Rustan’s Beauty Addict launch event recently.

Although the concept and what encompasses beauty in general may be the same for young and old, there are glaring trends that make one generation unique from another.

“There’s a lot of trends. But particularly, I noticed that a lot of the younger ones, the millennials, are very much into skin care. They’re taking care of their skin as early as in their 20s.  I don’t remember using skincare, even in my 20s. In fact, I go under the sun or the beach without putting any sun protection,” Avecilla reveals.

“The younger generation is very conscious and I think it is because of a lot of brand advertising and information on the internet on the benefits and the harmful effects of not using the proper skin care or not starting skincare at the young age,” she emphasizes.
While the younger generation are much more open to choices and new discoveries when it comes to beauty products, the older set tend to play conservative.

Most millennials prefer to look natural. They call it makeup-no makeup, nude and fresh look. Obviously, this stems from the push to be as authentic as possible, look light with no baggage, and, of course, be Instagram ready, which is a trend that could stay for a long time.

“It just looks like you’re blushing. Or just enhancing your natural look without making it look like you’ve overdone your make up.  Since the younger ones don’t like to look like they’re so made up, they don’t like dark colors and they are more into neutrals and nude colors,” Avecilla says.

“The adults in contrast like the traditional makeup. They like the reds and the darker colors,” reiterates Avecilla.

Other than the generation gap, there are no hard and fast rules when it comes to makeup. Everything depends on one’s personal tastes or preferences and there’s room for a lot of innovation.

“Makeup will always be there and makeup is fun. It’s unlike skin care when you stick to the brand that suits you, and then you see results. It is a long-term commitment and you see results after a month or two or three as you use it, “Avecilla says. “With makeup products, it is so fun that you can have as many lip colors.”

And there’s a bevy of choices at the Rustan’s the Beauty Source, which is home to countless beauty brands. During the event, the guests, the media and Beauty Addict members enjoyed counter activities and exclusive promotions from cult-favorite brands such as Clarins, Neal’s Yard Remedies, L’Occitane, Diptyque, Areum, Phyto, Deborah Lippmann, CHANEL, Maison Francis Kurkdjian, Perricone, Acca Kappa, La Prairie, Sisley, Laura Mercier, MAC, Hermes, Nuxe, Max Factor, Estee Lauder and NARS, among many others.

“It’s overwhelming and amazing. Although we expected a lot of people because we invited them, what’s so amazing is that our Beauty Addict members were already lining up even two to three hours before our doors opened to the customers,” Avecilla says.

Throughout the month of September, Rustan’s The Beauty Source will also showcase pop-up booths with themes from the ‘20s to the present. With these booths, beauty junkies can learn looks, create styles for every decade of their lives and discover the right products for their favorite beauty decade.

The month is also the perfect time to be a Beauty Addict Member with more promos and surprises. One can avail of the membership with a minimum single-receipt purchase of P2,500 at the Rustan’s The Beauty Source, and earn points for every purchase to redeem premium gifts, avail of discounts from partners establishments like East Café, Wildflour and Flyweight, among others, and get invited to many exclusive beauty events throughout the year, including the annual Beauty Addict Event.

A classic brand like Chanel never gets old.

Beauty Addict Card members get 10x points when they purchase during the event. And for a minimum purchase of P5,000, one can get a complimentary gift. And every purchase of P2,500 automatically gives one e-raffle entry to the “Breathtaking Bali” Raffle Promo for the chance to win a trip for two to Bali, Indonesia.