INTERNATIONAL. DFS Group has partnered with 15 global beauty brands to launch its biggest beauty event of the year under the theme ‘Explore New Dimensions’.
The event offers a series of curated, digitally-driven experiences that offer personalised shopping journeys, limited time offers and exclusive deals. It is running at selected DFS stores in Hong Kong, Macau, Singapore, Bali, Guam, Saipan, Paris and Venice.
DFS Group President Merchandising Christophe Marque commented: “We are extremely excited to be back live and in person to present our biggest beauty event of the year in partnership with 15 world-renowned brand partners.
“This event gives our discerning customers entertainment, tech-driven exploration and exclusive products and services that you simply can’t find elsewhere and, in the way only DFS knows best.”
Guerlain and Jo Malone London are the campaign’s two anchor fragrances. They are joined by Burberry, Charlotte Tilbury, Clarins, Clinique, Estée Lauder, The Ginza, Kiehl’s, La Mer, Lancôme, L’Occitane, Sol de Janeiro and Sulwhasoo.
DFS Group is offering a variety of pop-ups and counter experiences across all brands alongside limited-time makeup and fragrance offerings. These include Glam Up makeup services and Glow Up skincare routines.
Two limited-edition Maison 21G scents — Glam Up and Glow Up — are available exclusively at T Galleria Beauty by DFS, Galaxy Macau until stocks last.
Guerlain is offering two DFS-exclusive workshops: Honey Tasting Workshop and Melliferous Flower Workshop. Both showcase the brand’s Abeille Royale Honey Treatment Night Cream and are running at selected DFS stores throughout August. Customers can also enjoy a range of facial treatments which use Guerlain’s honey and royal jelly-infused skincare products.
Jo Malone London is running the Whimsical World pop-up campaign at T Galleria by DFS, Hong Kong, Canton Road; T Galleria by DFS, Macau, City of Dreams; and T Galleria by DFS, Macau, Shoppes at Four Seasons.
With every purchase, customers can play a digital claw game on-site to win exclusive Jo Malone prizes. They can also personalise their purchases with a selection of exclusive, limited-edition boxes, keychains and magnets.
The Explore New Dimensions event offers a wealth of innovative Artificial Intelligence (AI) and digitally-driven experiences. These include the Magic Mirror, Aura Perfumery experience and online perks available on the DFS app.
The Augmented Reality (AR) Magic Mirror enables customers to have a Glam Up and Glow Up transformation digitally.
The Aura Perfumery experience gives an interactive scent consultation by exploring each customer’s aura. Auras are represented by the colours of each individual’s energy fields.
Following a personality quiz, customers receive a complimentary signature scent based on their specific auras. The scents are available in limited quantities on a first-come-first-served basis. The Aura Perfumery is powered by AI which selects the scent and generates special artwork that symbolises each customer’s aura DNA.
“We’re presenting the Beauty Night Out flagship event at our Macau Galaxy store and in 19 other participating DFS stores globally to showcase what we like to call retailtainment”, commented DFS Group Senior Vice President Global Merchandising Amael Blain (main story continues below the sidebar).
Exploring new dimensions at a DFS masterclass “Beauty is a big, exciting space to play on. So many brands, so much newness happening.” But it’s what you do with the space and those brands that counts and not for the first time DFS has put on a masterclass. |
“Bringing together in-store experiences like AI-driven predictive fragrance recommendations and AR mirrors that let our customers glam up and glow up their looks, we expect a very entertaining and unforgettable beauty exploration journey throughout the next few months for all beauty-seeking customers.”
Beauty Night Out
Today (4 August), DFS Group is hosting a multi-dimensional ‘Beauty Night Out’ event. The event is running in 19 locations globally with the flagship event kicking off at the T Galleria Beauty by DFS, Galaxy Macau. The Moodie Davitt Report Founder & Chairman Martin Moodie is on location in Macau for the Beauty Night Out event. Stay tuned for his full report.
The T Galleria Beauty by DFS store in Galaxy Macau, which now features double the retail space thanks to a recent refurbishment, houses a livestreaming studio, dedicated luxury fragrance zone and Meitu Make-Up digital Mirror.
It also features the first expression of the DFS Beauty Collective Concept alongside several Spa Cabines which offer a curated selection of beauty services.
In addition, customers receive a complimentary compact mirror as a gift with minimum purchase across all participating DFS locations throughout the campaign’s run.
Extending the campaign’s reach online, customers are invited to join DFS Circle, the global loyalty programme of DFS Group. Shoppers can join the programme through the DFS mobile app on iOS and Android, the dedicated WeChat Mini Program or the DFS website.
DFS Circle members can earn additional points when they make any purchases throughout August and September.
Clean Beauty takes centre-stage
DFS Group has partnered with Galaxy Promenade to debut the first Clean Beauty Pop Up Store at T Galleria by DFS, Galaxy Macau. The concept is the first green store within the DFS network and its opening coincides with the Explore New Dimensions campaign.
The pop-up exclusively offers 11 clean beauty and wellbeing brands including: Argentum, Bioeffect, Christophe Robin, Davines, Farmacy, Leonor Greyl, Malin + Goetz, Omorovicza, Philip B, Supergoop! and Tata Harper.
The partners are offering gift coupons, themed workshops and digital mini games to celebrate the opening and promote the clean beauty brands. The pop-up store is located in the Jade Lobby of Galaxy Promenade and will run until 3 September.
