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BYS PHILIPPINES has launched its newest makeup line — its Disney Princess Collection. But there is nothing childish about it.
The brand — established in 2004 in Australia, with BYS Philippines set up in 2012 — has had previous makeup collections done in collaboration with Korean actors Hwang In Youp and Park Seo Joon, Filipino actresses and singers Regine Velasquez and Nadine Lustre, as well as American fashion doll brand Barbie.
The Disney Princess collaboration was an initiative of the Philippine BYS team.
The images of Disney’s princess characters Cinderella, Belle, and Ariel are found on the BYS Disney Princess products.
“It’s not just them (Disney) putting their logo on our products. These products went to a rigorous process of development and approvals,” said John Lozano, marketing and creative director of IFace, Inc., the distributor of BYS. “We had to make sure that the ingredients are safe for the skin and are true to what they claim,” he told BusinessWorld at the collection’s launch on May 18 at Sirens Studios Manila in Makati City.
The collection’s packaging comes in black and gold.
“We don’t want it to look childish. We really wanted to make it appeal to older and younger people,” Mr. Lozano explained.
For the Disney Princess Collection marketing campaign, BYS Philippines invited photographer BJ Pascual to create Disney Princess-inspired looks. He used real beauty queens to represent the three animated princesses: Miss Universe Philippines 2020 Rabiya Mateo who was styled as Ariel from The Little Mermaid, Miss Universe Philippines 2021 Bea Gomez as Belle from Beauty and the Beast, and Miss Universe Philippines 2022 Celeste Cortesi as Cinderella.
“I took a page from the Romantic Era when there was an artistic, literary, musical, and intellectual movement in Europe and weaved this in around the three heroines and how we define women’s roles in society now — taking the lead in adjusting to new realities and challenges. The old damsel-in-distress narrative is out and we hope to show that in the images,” Mr. Pascual said in a statement.
THE PRODUCTSThe collection is composed of hypoallergenic and paraben-free products: Longlasting Liquid Eyeliner in Black Beauty (P699); Plumping Mascara in Hero (P699), 3-in-1 Eyebrow Pencil in Dark Knight and Fairy Lights (P899); Sun Tint SPF 36 (P799); Flawless Primer (P799); Liquid Lipsticks in Dance in the Moonlight, Ever a Surprise, and Wanderin’ Free (P549 each); Lip and Cheek Tint in Pixie Dust (P599), and Serum Blush in Fantasy, Celestial, and Mermaid (P799 each).
Aside from makeup, the collection also includes skincare masks: the Clarifying Face Mask which is infused with Camellia japonica flower extract, Prunus serrulata (Japanese cherry) flower extract, and salicylic acid; the Smoothing Face Mask, formulated with Rubus coreanus (Korean blackberry) fruit extract, Euterpe oleracea (acai) fruit extract, and niacinamide; and the Hydrating Face Mask, which has Punica granatum (pomegranate) fruit extract, Aronia melanocarpa (black chokeberry) extract, and emulsified ester oil. All the masks cost P99 per sheet or P499 for a box of five.
“There was a time when makeup was all the rage. And then now because of the Korean invasion and the focus on skincare, the direction focused on skincare as well,” Mr. Lozano said.
“It’s always nice to add skincare in makeup. Maganda ka na, maganda pa ang skin mo (You are not only beautiful, but your skin looks good too),” Mr. Lozano said.
The vlog on the Disney Princess Collection campaign is on view at BJ Pascual’s YouTube channel. The BYS Disney Prince Collection is available at Watsons, The SM Store, and online on Amorfia, Watsons, and ShopSM. — Michelle Anne P. Soliman