Game On! Unlock Your Ultimate Beauty Win at the SM Beauty SO MUCH Color Beauty Arcade

Lifestyle & Entertainment

Kicking off the first of its two Cebu stops, SM Beauty's biggest SO MUCH Color campaign yet transformed SM City Cebu into the SO MUCH Color Beauty Arcade from July 23–31, 2026. The immersive Gamer Chic Wonderland brought an exciting mix of interactive experiences, vibrant beauty discoveries, and hands-on activities that celebrated color, creativity, and self-expression.

The week-long event featured a launch program last July 25, 2026, allowing media partners, beauty & lifestyle influencers, and special guests to experience the wonderland first. Beauty zones, activity areas, photo booths delighted by participating brands Maybelline, BYS, Vice Cosmetics, RSG, IMMA, Skintific, Timephoria, Absidy, Avon, OTWOO, BBIA, Revlon, BLK, Happy Skin, Issy, Dazzle Me, Barenbliss, YOU, Glamfix, Vibbi, and House of Hur delighted everyone. The program was hosted by beauty queen Karla Henry-Amman.

SM Beauty and LOOK At Me Senior Marketing Manager Margarita Contretras took to the stage to share SM Beauty’s core beliefs for the campaign. “At SM Beauty, we believe beauty should never feel intimidating—it should be fun, playful, and something that brings out your confidence. Just like your favorite arcade games, beauty is all about exploring, trying something new, unlocking levels, and finding what makes you feel your best. That's exactly why we created Beauty Arcade—a place where beauty and play come together, and where discovering your next holy grail product can feel like hitting the jackpot,” she shares.

Watsons Philippines Senior Category Manager for Cosmetics Cheska Sarte gave a special nod to the participating brands as they champion to make makeup accessible for all. “Their commitment to delivering quality products and meaningful beauty experiences is what makes events like Beauty Arcade are truly special,” says Sarte.

Soon after, spotlight appearances followed from different beauty personalities. Honey Delica, beloved TikTok creator for her candid takes on beauty, talked about her favorites and also about how she loves using makeup to show her true colors. “Makeup should be fun! It’s not a one size fits all type of medium. It’s like a form of art that’s meant to be expressed in ways that feel true to you! So whether that’s really bold looks, or bronzy looks, I really believe makeup should be enjoyed and not something to overthink about. Have fun with yourself and use makeup as a way to show that!,” shares Delica.

Max Collins and RSG also graced the event with beauty hacks, while Shai showed everyone how to play with the different products of Issy Cosmetics.

If you missed the SM Beauty Arcade at SM City Cebu, don't worry—you'll have another chance to hit "play" at the Gamer Chic Wonderland when it arrives at SM Seaside City Cebu from August 5–9, 2026. Following the overwhelming response to its first stop, SM Beauty continues its commitment to making beauty discovery more immersive, interactive, and accessible, bringing even more opportunities for beauty lovers to explore, play, and discover their next favorite finds.

Whether you're in Cebu or anywhere in the country, the celebration continues at your nearest SM Beauty store. Don't miss the International Lipstick Day specials, including Buy 1, Take 1 offers and discounts of up to 50% on select brands.

Follow @smbeautyph on Instagram for the latest updates, exclusive deals, and upcoming beauty experiences.