SM Supermalls, TikTok Shop redefine retail with ‘She Leads: Fun Beyond Shopping’ • PhilSTAR Life

SM Supermalls has long been the heart of Filipino shopping and lifestyle, offering everything you need under one roof. With its recent partnership with TikTok Shop, SM Supermalls has taken things up a notch by launching “She Leads: Fun Beyond Shopping,” a three-day event held at SM Mall of Asia’s Main Atrium.

This unique celebration championed Micro, Small, and Medium-sized Enterprises (MSMEs), particularly women-led businesses. Blending digital innovation with physical retail, it transformed the shopping experience and empowered online entrepreneurs to connect with customers in a real-world setting.

Actress Marian Rivera graces the She Leads: Fun Beyond Shopping event, highlighting the importance of supporting women entrepreneurs.

This initiative aligns with SM Supermalls' commitment to promoting MSMEs and advocating for women's empowerment, giving these online entrepreneurs the experience of selling their products in a mall.

Content creator Rei Germar, founder of Tapies, which offers nipple covers that are functional and eco-friendly.

A new way to discover and shop

At SM Supermalls, shopping has always been more than just ticking off a list—it’s about the joy of discovery. She Leads: Fun Beyond Shopping highlighted this by seamlessly integrating TikTok Shop's live-selling platform with SM's unmatched in-mall experience. Visitors explored booths featuring women-led brands, while live-streamed content brought the event to life for online audiences.

Lifestyle vlogger Ashley Yap runs Sip2Glow, a wellness brand that offers beauty and health products designed to promote glowing skin.

A carefully curated selection of 13 TikTok Shop beauty, fashion, wellness, and home brands was available, including Tapies, Gorgeous Glow, Azul, Sip2Glow, Huga, Mikana, HB Jewelry, Dood PH, Perfume Dessert, Pina Beauty PH, Urban Scent, Tiny Buds, and Wise Cleaner.

Entrepreneur Rosenda Casaje is the mastermind behind Gorgeous Glow, a beauty and skincare brand focused on providing products that enhance natural beauty.

Shoppers also snagged exclusive SM Malls online deals from the SM Store, The Body Shop, Decathlon, and more, and interacted with brands in real time—whether at the mall or on TikTok Shop. This seamless integration of platforms solidified SM's continued lead in delivering a complete shopping experience.

Miss Universe Philippines 2022, Celeste Cortesi, is the founder of Azul, a brand that specializes in wellness and beauty products.

Innovation meets empowerment

"Our partnership with TikTok Shop represents an innovative step forward in the retail industry. By combining the dynamic world of social commerce with the experiential retail of SM Supermalls, we're creating a unique and engaging shopping experience for our customers,” said SM Supermalls Executive Vice President for Marketing Jonjon San Agustin.

(L-R): SM Mall of Asia Senior Assistant Vice President for Marketing Krisel Ramilo, TikTok Shop Philippines Marketing Lead Franco Aligaen, actress Marian Rivera, and SM Supermalls Executive Vice President for Marketing Jonjon San Agustin

“Whether you buy from TikTok Shop, from an SM Mall tenant partner, or vice versa, we provide you with this unique experience," he added.

Franco Aligaen, marketing lead of TikTok Shop Philippines, echoed this sentiment. "Partnering with SM Supermalls for 'She Leads: Fun Beyond Shopping' has been an incredible opportunity to highlight the diverse stories of women entrepreneurs, especially those who have thrived on both TikTok Shop and physical retail spaces. This event wasn't just about showcasing products and businesses; it was about creating meaningful connections, sharing inspiring journeys, and promoting a community where women can empower each other and thrive."

An informative demonstration by Andrea Mae Ongchangco, CEO of Wise Cleaner, featuring sustainable cleaning products.

The event amplified its message with appearances from actress Marian Rivera and creator Zeinab Harake, who emphasized supporting female-led ventures.

At the heart of the event was the celebration of women in business. Renowned women CEOs and creators, such as Rei Germar of Tapies, Ashley Yap of Sip2Glow, Rosenda Casaje of Gorgeous Glow, and Celeste Cortesi of Azul, shared their stories of resilience and success during an insightful panel discussion.

A showcase for the future

SM's adaptability to the evolving world of e-commerce was also on display. Hosting TikTok Shop's live-selling sessions at SM wasn't just innovative for shoppers; it created an empowering online-to-offline event. Mall-goers were able to experience their favorite TikTok Shop brands at SM with exclusive SM Malls online deals, essentially shopping from both platforms in one place.

She Leads: Fun Beyond Shopping combines online and in-store shopping with exclusive SM Malls Online deals, live selling sessions, and a handpicked selection of top beauty, fashion, wellness, and home brands.

The event celebrates women entrepreneurs and content creators, showcasing their creativity and leadership.

For more information on SM Malls Online deals, visit: https://click.smmallsonline.com/DFqS/SMxTikTok2024SheLeads.

Looking for more innovative, women-led events? Visit www.smsupermalls.com or follow on Facebook, Instagram, X, and Tiktok.

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Editor’s Note: This article was provided by SM Supermalls.