Clinique reached new heights with the launch of its new eye cream on Tuesday - nearly 500 metres above sea level, to be precise.
The event was held on the top floor of the ICC Tower in West Kowloon, meaning models, celebrities and socialities took a 100-storey elevator trip to the sky100 lounge.
The world of skin care had been abuzz with rumours that Clinique's technology was being reformulated to work around the eyes, and the big names turned out in giddy anticipation to see if the reports were true.
Singer-actress Charlie Yeung Choi-nei headed up a contingent of wrinkle-free (and looking to stay that way) celebrities, that also included TVB actress Eliza Sam and Cara Grogan.
After posing for photos, the celebrities and other VIPs were whisked away for their own personal demonstration of the new cream far from the prying eyes of the paparazzi.
Afterwards, they were obviously impressed and took every opportunity to gush about the new product.
Clinique's staff dermatologist David Orentreich warned that "repetitive facial movements such as smiling [causes] wrinkles to become even more pronounced".
But it was clear from the faces of the celebrities that smiling is a risk worth taking.