Saturday, February 8, 2014


The city’s busiest people found an oasis at the launch of HANA by leading Japanese beauty brand Shokubutsu. HANA is the newest player in the beauty category. Harnessed from nature by the technology of LION Japan, Hana believes in hair and body care the way nature intended it to be. Hana products are made with 100% natural cleansing and moisturizing ingredients to achieve another kind of beauty called Healthy Beauty.

HANA is about promoting healthy beauty and the beauty of nature. The brand believes that healthy beauty from nature is beautifying, restorative, and continues to take care through time.

Modern day deities flaunted their beauty as they walked the lush Japanese-inspired runway at the Shangri-la Hotel in Makati on February 4. With their crowning glory shining at their brightest, each model gracefully showcased classic collections from famed designers Joey Samson, JC Buendia and Randy Ortiz.

Unlike your usual fashion show, guests were treated to a one-of-a-kind hair show co-produced with 3 of the top fashion and beauty magazines; Preview, Mega and Metro. Their creative direction paired with their dynamic fashion designers made for a truly monumental collaboration. Preview re-envisioned with Joey’s professional line, Mega magnified with JC’s casual collection and Metro dazzled evening wear with Randy’s collection having Hana endorser Olivia Medina close the show.

The highlight of the night was made epic by the diverse display of hair, from loose braids, natural curls and wispy straight. Gone is the constricting, avant-garde styled hair towering over heads of the models. The Hana hair show exemplified that beautiful hair can be achieved the natural way with any hair type with any style.

As hair was made the main focus of the show, each publication injected their own unique signature in displaying the hair for their segment.

Preview opened the segment by celebrating healthy beauty with a no frills minimalistic approach allowing the mane to fall smoothly and naturally.

 Mega took cues from modern oriental influences; letting the hair shine in a voluminous, bouncy and airy way creating ethereal-like hair styles.

Metro modernized vintage 50’s glamour with soft curls and natural waves immortalizing a classic and timeless look. Each publication dramatically portrayed natural beauty while staying true to their inspiration allowing the hair to be the star on stage.

The event also served as the kick-off launch of Hana Shampoo’s latest digital campaign “#NoFilterBeauty”. In this day and age, when almost every photo uploaded is masked with filters and airbrushed to perfection, Hana seeks to change people’s beliefs that looks shouldn’t be altered to be deemed beautiful. The campaign executed by each publication encourages participants to submit “selfies” or photos amidst a natural background without the aided filters to project their most natural self.
Hana encourages women to be beautiful in the most natural way. Like nature taking its course, Hana is focused on finding beauty through a healthy daily routine to achieve long term sustainable beauty.


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