NOT everyone is blessed with Audrey Hepburn’s swan neck, Greta Garbo’s incredibly long lashes, Maricel Soriano’s porcelain skin or even Lorna Tolentino’s divine pout.

Yet, we all can dream, can’t we?

But then there is something braver than just nurturing a dream – that is, to set out to make it real.

Beauty is a lifelong pursuit. As such, people take great pains to try to achieve it and, if possible, maintain that look that says "fabulous." SM, the Philippines ’ retail industry leader understands this all-too human need to defy the onslaught of age and decay. Nowhere is this more evident than in its recent launch of Beauty by SM, the beauty hall which occupies all 1,390 square meters of the ground floor of SM’s Makati branch.

With its vast space and improved design, Beauty by SM offers convenience and a wide array of selections for its shoppers. "When it comes to beauty and the dedication that goes into the pursuit of it, no one understands the zest and inspiration it requires more than the beauty experts who know what the pursuit of beauty entails," says Victoria Encarnacion, Beauty by SM Director for Marketing.

True to Encarnacion’s claim, the launch of Beauty by SM last month was a veritable all-day long celebration of beauty. Dubbed as "Beauty Expert: Behind the Scenes," it kicked off with a morning ceremonial opening, a Beauty Trade Show throughout the day, and a culminating Fashion Show and Live Photo Shoot in the evening.

The Beauty Trade Show showcased the cream of the crop as far as skincare, hair care, fragrance, health and wellness, personal care and cosmetics brands are concerned.

If you’re thinking that beauty is exclusively a female preoccupation, recent history has shown that men have become as "beauty-conscious" as the so-called weaker sex. Beauty by SM responds to this trend with Men’s Zone, a section that offers the widest selection of personal care products that are designed to cater to the needs of the male populace.

Robert Sun, Chief Operating Officer for Watsons Your Personal Store Philippines puts it best: "The launch of Beauty by SM’s flagship store at SM Makati signals a new era. We now take Beauty to the next level." Future plans include the renovation of more SM stores to provide its customers a better shopping experience while the much grander agenda behind it is as in Sun’s words, "We are well on our way to making our vision to be the preferred beauty destination a reality."

No stone is left unturned to fulfill this. A visit to SM Makati’s brand new beauty hall is like experiencing firsthand beauty that is made within reach. The beauty haven boasts of 7,000 unique products, 72 fragrance brands, 36 cosmetic brands, 52 skin care brands, and 16 exclusive brands including Tri-Aktiline, Clinelle, Colorescience, 4U2, Ardell, Kiss, Beauty Credits, and Ianti. Also on hand to assist prospective beauty seeker are well-trained beauty consultants.

However, all these innovations would end up all for naught if anyone who is on a quest to stay forever beautiful does not keep in mind the most basic beauty mantra. Allow Angel Aquino, one of the local entertainment industry’s most enduring beauties and special guest at the Beauty by SM launch to have the last words: "Feel beautiful and the radiance will show from within.”