CHINA (HONG KONG). DFS Group has launched its first-ever virtual universe – DFS World – in conjunction with the launch of its largest-ever Annual Beauty Campaign.
Throughout the campaign, customers are invited to explore the travel retailer’s beauty-themed metaverse to capture exclusive DFS NFTs. They can also discover interactive experiences, displays and limited-time offers from their favourite beauty brands; and enjoy an array of exciting in-store activations.
As reported, the campaign, dubbed ‘Open Up Your Horizons’, invites customers to discover the limitless possibilities of beauty, from premium skincare and fragrances to new and emerging trends.
The campaign features three beauty themes designed to celebrates “today’s confident, daring and imaginative beauty connoisseur in real life as well as in the boundless and magical metaverse”, DFS said.
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The first, ‘Effortless, Not Lazy’, aims to make light work of luxury makeup with easy, uncomplicated and timesaving looks for on-the-go, low-maintenance beauty addicts.
‘Stay Up, Glow Up’ (directly below) challenges night-owls to make the most of late-night party looks and morning-after skincare recovery to stay radiant from dusk to dawn. And ‘Future You’ is designed to make every face ‘metaverse-ready’ with luminous, fluid cosmetics and scents inspired by digital filters and virtual worlds.
In stores, the Annual Beauty Campaign is brought to life with super-saturated colours and hyper-real models intended to represent the exuberance and diversity of DFS’ global customers.
The figurines have detachable body parts, allowing customers to mix and match to create their own Beauty Guide. An invitation card to visit DFS World can also be found inside the box, as well as instructions to redeem a complimentary, exclusive NFT as users navigate the metaverse.*
Upon entering DFS World, the cast of virtual characters guides visitors through a series of fun, interactive games and experiences. Browsers can chance their luck at catching a special edition DFS butterfly NFT at the Landing Zone or test their reflexes with the speed challenge at the NFT Wonderland.
Inspired by the campaign’s three beauty themes and a range top beauty products, each of the butterfly NFTs feature vibrant colours and textures.
Visitors can also discover the latest in beauty as they explore the experiential multi-brand and premium brand zones from Guerlain, Estée Lauder, YSL Beauty and Giorgio Armani. With new zones and surprises launched regularly, guests are encouraged to visit DFS World throughout the entire Annual Beauty Campaign.
Across DFS’ global store network, customers are also invited to join in the fun by participating in in-store makeup demonstrations; personalised beauty workshops and services; music performances; lucky draws and raffles and much more.
The Annual Beauty Campaign runs from 1 August to 30 September in selected DFS locations around the world, including Abu Dhabi, Auckland, Bali, Guam, Hong Kong, Honolulu, Los Angeles, Macau, New York Okinawa, San Francisco, Saipan and Sydney.
STAR PRODUCTS FEATURED IN THE ANNUAL BEAUTY CAMPAIGN
New China market launch
In June The Moodie Davitt Report launched 穆迪达维特中国旅游零售报告 – The Moodie Davitt China Travel Retail Report, a digital magazine dedicated to our industry’s hottest market.
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