CALLIE, the premium face mask brand, continues to lead the market in many ways, including becoming the first of its kind to take the spotlight on the most happening location – Pavilion Mall at Bukit Bintang – with a 3D billboard to remind everyone to mask up safely and fashionably this Raya season.
With COVID-19 cases continuing to rise due to the Omicron variant, observing SOPs such as social distancing, enhanced personal hygiene, and wearing masks remain crucial. Having said that, as Malaysians gradually learn to live with this now-endemic virus, people can start enjoying a sense of normalcy especially when it comes to everyday activities, though it still pays to take the right precautions to remain safe.
Normalising proper mask-wearing is a priority and ensuring that all Malaysians have access to top quality, globally accredited and aesthetically pleasing masks goes a long way in doing this.
According to Managing Director of Rentas Health, Ms Kelly Teoh, “With the endemic stage we are currently in and armed with a vision of bringing new ways to keep
consumers safe in their daily activities, the Callie team has worked from ground-up to design a mask that considers contemporary lifestyle factors. We are ecstatic to introduce the CALLIE Raya collection, a series of comfortable, fashionable and colourful masks that continues to uphold strict standards during this festive season.”
CALLIE is at the forefront of this initiative, combining fashion industry-inspired style, world-recognised substance, and cutting-edge science to create beautiful
protection for any and every occasion.
Beyond highly-certified medical-grade masks, CALLIE is a human-centric brand that blends exceptional safety, outstanding wearability and exuberant design, making its creations an essential part of every lifestyle. Known for its striking colours, breathable comfort and smart innovations, CALLIE keeps Malaysians fashionably safe so they can indulge in their favourite activities while looking their best.
The upcoming Hari Raya Aidilfitri season is no different, as CALLIE is introducing a range of products that is ideal for matching festive outfits. These include:
- 4-ply headloop masks designed specifically for sophisticated hijabistas
- KF 94 respirators for aesthetically-refined safety
- Cutting-edge Quantum Resonance Copper-imbued KN95 self-sterilising mask for supreme protection.
These will be available in a variety of colours including ForEvergreen, Rule the Night & Neutral Beige which can be easily mixed and matched with Raya fashions, bringing picture-perfect photos with friends and family to life.
A CALLIE Deep Dive
These masks, along with the innovations and influences behind them, can be experienced first-hand at an exclusive roadshow organised by CALLIE in conjunction with the Raya festive season. Held at The Starhill, this first-of-its-kind experiential showcase comes with a host of exhibitions and activities that will delight and enlighten visitors.
For the first time ever, CALLIE will reveal to the public the high-grade materials that go into each mask, through a fabric wall where visitors can see, touch, and feel components for themselves. A dazzling tunnel of colours, meanwhile, reveals the many remarkable hues that CALLIE uses in its creations, including some that will make an appearance in the near future. An accompanying gallery details the many technologies and innovations that differentiate CALLIE from its peers, while a special customisation station will allow visitors to pick, choose and design their very own set of masks. There will also be a photobooth for guests to snap their matching outfits – an extension of CALLIE’s Raya campaign, Serasi Bersama CALLIE.
On top of that, the Callie Lab Pop-up Official Launch was held on 21st April 2022, 3pm – spearheaded by Managing Director of CALLIE, Ms Kelly Teoh, and also featured Dr. Kris See, Medical Director of Osel Group of Clinics and a descendant of Dr Wu Lien Teh, a revered Malaysian epidemiologist who invented a surgical face mask that’s widely believed to be the precursor to the N95 mask. Several methods that he pioneered are still being practised to fight the pandemic today, including establishing quarantine stations and hospitals, restricting travel, and applying progressive sterilisation techniques.
“I’m looking forward to the future collaboration between Callie & Osel to create better products that will evolve to become part of daily life during this endemic period and beyond. Everything begins at Callie Lab & Osel Group’s very own R&D facilities, where one-of-a-kind products are married to Osel healthcare technology, integrated with quality processes that ensure all creations meet and exceed the strictest international quality standards and most importantly, your expectations,” said Dr Kris.
Style Up, Be Seen
As part of its Raya-related celebrations, and as an extension of its first-ever showcase, CALLIE is running an online #SerasiBersamaCallie Challenge where participants submit their most fashionable outfits matched to a CALLIE Raya-range mask. They will then stand a chance to become a “superstar” of sorts – five selected winners will appear on a CALLIE billboard outside The Starhill Kuala Lumpur, one of the city’s highest-profile locations.
CALLIE will also be running a host of Raya-themed promotions and giveaways throughout Ramadan and Syawal, ensuring that beautiful protection is an intrinsic
part of this blessed celebration.
Visit Callie Lab Pop-up 2022 here:
- The Starhill Level G, Entrance Atrium
- 18th April – 1st May 2022
- 10am – 10pm.
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