INTERNATIONAL. DFS Group is bringing what it dubbed “the best of beauty” to travelling customers worldwide this August with its fifth annual First Class Beauty campaign.
This year’s campaign is themed ‘Your Day-to-Night Beauty Experts’. It offers a curated selection of make-up and skincare products for use at various times around the clock. Many are exclusive to DFS.
The campaign features in 24 DFS and T Galleria by DFS stores across 17 destinations. They have been transformed into a “non-stop whirlwind of beauty excitement”, DFS pledged. The programme includes exclusive products and experiences from over 40 leading brands.
The month-long promotion is being brought to life in DFS stores through a sustained calendar of immersive consumer experiences. Throughout August, participating stores will host a series of activations designed to enhance the sense of discovery and surprise in buying beauty products.
Global world firsts include a ‘utility-meets-fantasy’ MAC Workshop Café, and DFS x Meitu’s lipstick bar boasting the latest AI and AR make-up applications. These counter makeovers combine new technology with a sense of fun and wonder, DFS said, a response to mounting consumer desire for a more youthful and entertaining retail experience.
“Your Day-to-Night Beauty Experts is our biggest edition yet of First Class Beauty, with the largest number of participating brands and the most exciting activations,” said DFS Group Senior Vice President Beauty Christophe Marque.
“We are thrilled to leverage our deep expertise in beauty, and our understanding of what makes our customers happy, to bring the ultimate First Class Beauty experience to discerning global travellers.”
