The cool girl appeal of Sunnies Face

Photos by Maine Manalansan

 

Is there anything left to say about Sunnies Face?

In the two days since it officially launched, the new Fluffmatte lipstick line by the creators of Sunnies Studios has dazzled local beauty lovers (it sold out in 15 minutes! people lined up outside the store for hours!), garnered stamps of approval from industry insiders, and taken over your Instagram feed.

[READ: YS Exclusive: James Reid is the new face of Sunnies Studios]

And they’re still going, full speed ahead. Yesterday, just a week after their initial announcement, the brand opened their first two Sunnies Face stores in UP Town Center and Glorietta.

Sunnies Studios recently launched a line of lipsticks under their new beauty brand, Sunnies Face.

A post shared by Sunnies Face (@sunniesface) on

With so much Fluffmatte-related content to pore over, you might think: what else is there to cover? How about we address why the whole of Instagram was serving up major FOMO with their Face Party pics? Yes? Ok. Listen up because I’ve got the inside info from Day 1 of Face Party, and lemme tell you: From the fluffy pink clouds to the oh-so-chic lip bar, it was like I died and went to Instagram heaven – a place way beyond my comfort zone, IMHO.

Food, booze, and a Sunnies claw machine? Such hip, Much wow.

There was food — an overflowing supply of froyo, sushi, and doughnut holes, booze – lots of pink and orange drinks + soda, a Sunnies claw machine (!), and naturally, photo-ready corners.

Picture please: Walking into Face Party felt like walking into Instagram heaven.

And as an awkward penguin, I didn’t think that I was someone who’d fit in. Here I was, shoving sushi rolls in my mouth while a pair of girls in pink crop tops and high-waisted trousers posed for Instagram shots by the nearby poster wall. It also didn’t help that I missed the dress code memo, so I was one of three (?) four (??) people not decked out in some iteration of their fave lipstick shade to match the venue décor, which was all pantone pinks and neon lights.

 

“Sunnies became so popular because it sold an existing idea in an attractive package, democratizing a lifestyle that so many wanted but couldn’t afford, showing them that all it takes is a few choice accessories to look and feel good.”

 

But I expected nothing less from a brand that’s known for making everything they touch look good, whether it be a pair of sunglasses or a plate of tacos. Sunnies has consistently delivered branding-wise ever since it was founded in 2013. In an article for PhilStar YStyle, YS Editor Marga Buenaventura touched on the brand’s appeal: “Sunnies became so popular because it sold an existing idea in an attractive package, democratizing a lifestyle that so many wanted but couldn’t afford, showing them that all it takes is a few choice accessories to look and feel good.

And as I stood in the middle of the Face Party pandemonium, I understood the appeal. Sunnies is a cool girl’s brand, offering to share their cool-ness with sunnies, specs, and lipsticks sold at a reasonable price point. Like the popular kid in school who you think is maarte but is actually super nice and approachable to the point that you hate yourself for once hating her.

 Face Party echoed the Sunnies ethos, making me feel welcome, enough to think that I could just be myself to be a cool girl of Instagram.

Revolutionary was one word that the team emphasized during the launch, and with the influence that they possess now, I can see why. This influence, however, also comes with a great responsibility.

 

A whole lot of work went into the campaign, and I’m sure it’s easier said than done, but imagine what more pure-blooded Filipina visibility could do?

 

Sunnies is a brand that claims to listen to their customers, giving them what they want and making it pretty. At this point, characterizing Filipina beauty means that we need to celebrate it. If they want to do that, they need to remind their fans that they’re beautiful in their own skin. This isn’t to say that Sunnies isn’t trying to do so in some way – the Fluffmattes are even supposed to be universally flattering. But from what we’ve seen so far, I guess it’s a matter of communicating the message. A whole lot of work went into the campaign, and I’m sure it’s easier said than done, but imagine what more pure-blooded Filipina visibility could do?

And even just the little things, like sacrificing a bit of your ~aesthetic~ vision to maybe include a morena Filipina model as the face of the brand, or adding more photos displaying a wider range of skin tones on the website and store will go a long way.  

 

It would be nice to see everyone realize that accessories and makeup are just add-ons for their inherent coolness, instead of being their ticket in.   

 

Face Party echoed the Sunnies ethos, making me feel welcome, enough to think that I could just be myself to be a cool girl of Instagram. It’s that feeling I wish other girls could experience as well. And eventually, it would be nice to see everyone realize that accessories and makeup are just add-ons for their inherent coolness, instead of being their ticket in.   

Then again, Sunnies Face has only just started. During the launch, the team mentioned that there was more to come. I guess we’ll have to wait for what else they have in store.

Wheel of fortune: Fluffmatte comes in 9 universally flattering shades.

Final note: As for the Fluffmatte performance – I tested Milkshake the next day. My lips get chapped quickly, but this wasn’t as drying as other matte lipsticks I’ve tried – I even forgot that I was wearing it! In terms of staying power, the formula definitely wasn’t transfer proof. After eating some cake and taking lots of sips of water, I didn’t feel anything on my lips so I thought the color was already wiped off. To my surprise, my lips still had a tint-like finish five hours and one merienda later.

 

You can get the new Fluffmattes online on sunniesface.com and Lazada, or at their physical stores in Glorietta and UP Town Center. For updates, follow them on Instagram @sunniesface and @sunniesstudios.

Tags:
#beauty #self #shopping #style

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