HONG KONG/MACAU, CHINA. DFS Group Hong Kong and Macau – now controlled by China Duty Free Group (CDFG) parent China Tourism Group Duty Free – has launched the 12th edition of its annual First Class Beauty campaign.
The August-long campaign brings together more than 30 international beauty, fragrance and skincare brands across DFS locations in the two Special Administrative Regions.
As reported, China Tourism Group Duty Free this March acquired DFS’s travel retail businesses in Hong Kong and Macau and intangible assets in Greater China.
Embracing the theme ‘Run the Show, Define Your Glow’, the campaign combines exclusive brand activations, beauty services, product discovery and interactive experiences with limited-time offers and rewards.
“First Class Beauty has become one of DFS’s most anticipated annual campaigns, reflecting our continued dedication to drive beauty as a strategic category and our commitment to elevating the customer experience across our destinations,” said China Duty Free Group Chief Operating Officer Yvonne Chan.
“By bringing together world-class brand partners, exclusive experiences and rewarding customer engagements, we continue to strengthen DFS’s position as a leading destination for beauty in travel retail.”
Beauty Night Out
The month-long programme kicked off on 1 August with Beauty Night Out, an exclusive event at T Galleria by DFS Galaxy Macau.
The evening offered loyal DFS customers and partners a dynamic preview of the activations, beauty trends and experiences set to feature during the campaign.
Beauty Night Out featured live entertainment, interactive games and one-night-only experiences, alongside a special appearance by Hong Kong actress and television presenter Grace Chan.
Prestige beauty houses including Dior, Estée Lauder, La Mer, La Prairie, Lancôme and Yves Saint Laurent Beauty offered a series of interactive experiences throughout the evening.
A second Beauty Night Out event will take place in DFS Hong Kong’s Causeway Bay store on 21 August.
‘Glam Up’ and ‘Glow Up’
Yves Saint Laurent Beauty and Lancôme anchor two of the key beauty experiences underpinning this year’s First Class Beauty campaign.
Yves Saint Laurent Beauty leads the ‘Glam Up’ journey with its Lovestore concept, spanning makeup, fragrance and skincare and centred on self-expression.
The programme includes makeup masterclasses and immersive brand experiences, with a focus on hero collections including YSL Pure Shots.
Lancôme represents the ‘Glow Up’ journey, with experiences centred on skincare expertise and personalised beauty rituals.
Lancôme is offering skincare consultations and hand massages alongside a product discovery journey showcasing its skincare portfolio. The French beauty house brings the campaign’s Define Your Glow philosophy to life, empowering customers to reveal healthy, luminous skin.
Together, the two concepts underline the campaign’s focus on combining beauty services and activations to encourage engagement and beauty discovery.
Throughout August, participating brands are offering limited-edition travel sets, gifts-with-purchase and campaign-exclusive rewards across DFS locations in Hong Kong and Macau.
Customers spending HK$888 (US$113) or above can also participate in interactive in-store activities for the opportunity to win prizes from a multi-million-dollar reward pool. ✈
