Korean beauty, innovation take off in Kuala Lumpur
(From left) 3CE commercial director Stephane Bouvet, general manager Karan Kansal, marketing director Juliana Bobadilla and Asian Beauty Corner founder Jace Tan with business partners Brian Tham and Sean Tham ringing in Malaysia’s first 3CE store.
A GALAXY of hues, textures and beauty innovation is now available in Kuala Lumpur with renowned Korean beauty brand 3CE Stylenanda launching its first Malaysian store at The Exchange TRX.
The launch centrepiece was a vivid recreation of parts of the 3CE Pink Space Hotel, an iconic five-storey store in Seoul’s fashion and beauty centre of Myeongdong.
On the ground floor, an interactive installation called “Alien Garden” features fantastical moving flowers and plants that are intertwined with, or positioned around some of the innovative beauty products 3CE Stylenanda has become world-famous for.
Started by online fashion mall founder Kim So-Hee in 2004, Stylenanda was acquired by L’Oreal in 2018 and is now a hit among millenials.
3CE, or Three Eyes Concept, is the brand’s playful make-up range based on pink, the main shade used in the decor of Stylenanda’s interactive stores.
The Stylenanda Pink Hotel Bangkok, Thailand opened in 2017, and Kuala Lumpur’s eye-catching store marks the brand’s further expansion into South-East Asia.
At 3CE, beauty aficionados in Malaysia can explore a mastery of colour applications in innovative products like the Drop Glow Gel and Hazy Lip Clay as well as beloved classics such as the Multi Eye Color Palette and Face Blush.
3CE is also introducing to Malaysian shoppers its “Personal Colour” analysis through which experts help customers tailor a colour scheme uniquely suited to their complexion, hair and eye shade.
The launch was a dazzling affair attended by over 150 influencers, celebrities and artistes including Dolla, Alvin Chong and Ernie Zakri.
Lucky visitors enjoyed special promotions and were among the first to experience the brand’s latest offerings.
They also had the opportunity to try out 3CE’s AI photo booths and customise their 3CE purchases with engravings.