Anko Beauty turns MEGA BeautyCon into launchpad for its beauty range

Anko Beauty has used MEGA BeautyCon 2026 as a launchpad for its growing beauty range in the Philippines, combining product trial, creator engagement and expert-led education as it builds awareness ahead of the Christmas shopping season.

Held on 5 and 6 September at the Trinoma Activity Centre in Quezon City, the activation marked Anko Beauty's first dedicated beauty activation and served as an introduction to the range ahead of its official retail launch.

The Australian retail brand, which offers products across home, lifestyle and beauty categories, partnered with MEGA BeautyCon and beauty community The Beauty Edit to reach beauty enthusiasts, trend-conscious consumers, content creators and shoppers looking for affordable beauty products.

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At the centre of the activation was a dedicated booth designed around product discovery and social engagement. Visitors could test products through a Lip Shade Match station, which provided personalised lip colour recommendations, alongside immersive retail displays, photo opportunities and a "Beauty Bathtub" experience.

Anko also worked with The Beauty Edit on an "All About Lips" masterclass led by Nicole Lim Morales, giving attendees beauty application tips and expert advice while introducing them to Anko's lip collection.

The activation offered visitors an early look at Anko Beauty's upcoming range before it officially landed in stores, with the lip collection receiving particular attention through the shade-matching experience.

The brand said the approach was designed to reach both existing Anko customers and consumers who had yet to consider the retailer as a beauty destination.

The activation also translated into measurable retail impact at Anko's Trinoma store. Compared with the previous weekend, the store recorded an increase of more than 55% in transactions, while conversion improved by more than 23%.

The campaign also generated nearly 400 pieces of user-generated content through its interactive touchpoints, including the Lip Shade Match station, Beauty Bathtub and branded photo opportunities. Anko said the activation achieved a 31% share of voice across event conversations.

For Anko, the results provided an early indication of consumer interest in affordable beauty while supporting its wider ambition to establish the category as part of its retail proposition.

"Beauty is an exciting growth category for Anko, and our partnership with MEGA BeautyCon and The Beauty Edit gave us the opportunity to connect directly with beauty enthusiasts in a meaningful way. Through product trial, expert-led education and immersive experiences, we were able to showcase Anko's commitment to offering quality beauty products at affordable prices for Filipino customers," said Kim Mulligan, Anko Philippines country manager.

MEGA BeautyCon provided the scale and audience reach for the activation, while The Beauty Edit contributed beauty expertise, community engagement and educational content. Together, the partnerships allowed Anko to combine experiential engagement with product education and trial.

Several agency partners were involved in bringing the activation to life. 1828 Group handled event concept and execution, while Chemistry led influencer and social amplification. Universal McCann was responsible for media strategy and planning, with RPH Photography handling photography and videography.

The activation also formed part of Anko Beauty's broader launch campaign ahead of Christmas, with the brand positioning the range for both personal beauty purchases and gifting.

By taking the range directly to consumers before its wider retail launch, Anko sought to move beauty awareness beyond product exposure and into hands-on discovery, while using MEGA BeautyCon's audience and social environment to introduce the category to Filipino shoppers.

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