Last Saturday, after gracing the opening of Rฤis and Irvy’s, Mom and I began searching for a nice restaurant for lunch. On our way to the main building of SM City North EDSA, we were enticed to try a free makeover service offered by Professional Artist Cosmetics (PAC) on the ground floor of The Block. We actually didn’t know anything about the make-up brand. But since the outputs on women who had their makeovers done came out as refined and elegant, we decided to also go and check it out. ๐
We learned that PAC was launching a new range of products and at the same time having a competition for Filipino professional make-up artists that day, and the preparation for the event started early in the morning.ย That explained the whole bongga-cious setupโthe lighting, stage, booths, cashier and crew were all put together in an organized fashion. After about half an hour, our “facial transformation” was complete.
Before I share about the “makeover,” first let me enlighten you more about this brand of cosmetics:
What is PAC? (Pronounced as P-A-C)
I was pleased to meet their chief make-up artists and marketing manager who explained that Professional Artist Cosmetics (PAC) by Martha Tilaar was created in August 1997 as the pioneer of professional Asian make-up. The Martha Tilaar Group is the largest cosmetic company in Indonesia.
Originally from Indonesia and manufactured from Germany, their beauty products started to be distributed here in the Philippines seven years ago. (A quick computation reveals that the year was 2006.) It catered mostly to cosmetologists and professional make-up artists who specialize in stage make-up, bridal and high fashion. The brand has been widely known for its bright and colorful palettes and base make-up which gives good all-day coverage. But now, PAC extends its target market to end users as well.
When asked what their competitive advantage is against other similar beauty product lines, their claim is that PAC takes pride in offering excellent quality, waterproof, highly pigmented, affordable and long-lasting make-up that’s suitable for different skin types and skin tones.
Why I have not come across PAC ever since it first became available in the local market might be that their products were sold solely inย Landmark outlets & Gaisano outlets before. And truthfully, I have not visited the beauty and skin care department of any branch of those places because I wasn’t particularly a fan of make-up, and I knew that these products would most probably leave a huge dent on my wallet. Not to declare a sweeping generalization or false prejudice but I think that a huge population of Filipinos are the same as me. ๐ We prefer cosmetics that are priced conservatively, sophisticated and on-trend.
Now that PAC’s past distributor had left, Godiva Inc., a subsidiary of Tao Corporation, took its place and partnered with Watsons to officially distribute Professional Artist Cosmetics in SM Department Stores in leading premiere branches such as: SM Makati, SM Aura Premier, SM North EDSA, SM Megamall, SM Cebu, and SM Davao exclusively. I thought it was a good move, to be able to reach out to more people and obtain more impressions that could ultimately translate to more conversion in sales.
For more information, you can visit: PAC Beauty Website, Facebook and Twitter.
“Makeover” with Professional Artist Cosmetics Products
There was not a drastic change. If at all, the only noticeable highlight was the eye area, where matte black and green eye shadows, PAC’s black liquid eyeliner (PHp 749), PAC’s black Make-up Pencil (Php 599) and quick-drying mascara were applied. Other products used that I remember were: blush for a rosy glow and white eyeliner pencil on my waterline to accentuate my eyes, and sea coral lipstick.
What I liked best was PAC’s liquid foundation which left a matte finish that covered my facial imperfections wellโespecially the stubborn bags. The assistant used the yellow tone (other tones: rosy, light and dark beige) and glided the color gently using her fingertips,ย making my skin appear smoother and just natural (not pasty and super white like a zombie). The feeling was light (almost none) and not sticky.
After several hours of wearing the foundation inside the mall, my face did not become oily or dry while I normally struggle with a mid-day oily t-zone. I was so satisfied with its staying power that I ended up buying a tube (30mL). At PHp 699, the price is reasonable as it balances off the high quality.
Moreover, what was astonishing with PAC’s liquid foundation is that its water-proof formula lasts for an entire day (not sure if more). When we arrived at home eight hours later, I washed my face with water and was surprised after patting with tissue paper that nothing came off. The make-up remained intact without a hint of smudge.
PAC’s foundation also acts as a sunscreen agent and is made with organic ingredients. This product is downright amazing! ๐ฏ I’m beyond excited to use it for the first time at work soon.
PAC Contemporary Make-up Competition 2013
The first round of the make-up competition was held the day before, when 5 out of 20 professional make-up artists were drawn to battle in the finals. On Saturday, these five finalists competed and three of them were announced as winners.
They will be moving on to the next round of the competition to represent the Philippinesโin Jakarta, Indonesiaโjoining other contenders from other Asian countries. The round-trip air fare and accommodation would be all for free! The grand winner will take home PHp 30,000 worth of PAC make-up products and of course, bragging rights in winning the first ever PAC Contemporary Make-up Competition.
The Voice of the Philippines contestant Emmanuelle Vera sang beautifully for the audience. Celebrity/Beauty Queen Miriam Quiambao and Model Abbygale Arenas were present in the judges panel. Other VIP judges were PAC’s chief make-up artist Teddy Lim who flew from Jakarta to introduce and promote the brand and share his techniques on beauty and make-up to Filipino women and Head of Sales and Marketing of Godiva Inc. / Tao Corporation Marketing Manager, Edwina Guiyab.
Congratulations to all winners and to PAC for hosting this successful event! ๐
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