INTERNATIONAL. DFS Group, the world’s leading luxury travel retailer, today unveiled its seventh annual First Class Beauty campaign, themed ‘Best of You’.
Over the past seven years First Class Beauty has grown to be one of travel retail’s most eagerly anticipated campaigns and this year DFS is promising something particularly special.
Throughout August, select stores in Australia, Hong Kong, Japan, Macau, New Zealand and North America will be transformed into the “ultimate beauty playground” for customers to experience and shop the latest skincare, makeup and fragrances, DFS pledged.
The month-long campaign will feature a range of exclusive products and activations from leading beauty brands.
This year’s edition of First Class Beauty celebrates individuality and encourages customers to enhance and embrace their unique beauty.
Through a variety of activations and pop-ups from participating brands including Giorgio Armani, Clarins, Guerlain, YSL, Sisley, Givenchy, Shu Uemura, Clé de Peau, NARS and Shiseido, the campaign aims to spark empowerment and recognise diversity as well as support customers in showcasing their best no-filter looks.
On 7 August, DFS will also host its biggest beauty event of the year at T Galleria by DFS, Macau, Shoppes at Four Seasons featuring workshops, services, gifts and branded activations.
“We are pleased to present our First Class Beauty campaign once again for our discerning customers to discover the latest in beauty,” said DFS Executive Vice President Global Marketing and Beauty Merchandising Christophe Marque.
“Through this year’s ‘Best of You’ theme, we also hope to help our customers celebrate and enhance the special qualities that makes each of them unique.”
