HONG KONG, CHINA. DFS Group has launched a new concept, ‘Beauty Collective’, in Hong Kong, which the retailer said responds to customer expectations for personalised shopping experiences.
The concept curates brands across lifestyle, skincare, haircare and technology that are not widely available yet in Hong Kong.
DFS recently transformed the T Galleria Beauty by DFS, Hong Kong, Causeway Bay at Hysan Place store by introducing the Beauty Collective concept, “cultivating a one-stop tailored journey for beauty shoppers to immerse themselves”.
24 leading brands have been added to the store line-up, including Aman Essentials, Argentum, Axxzia, Bachca, Barneys New York, Bioeffect, Borghese, Cellcosmet, Christophe Robin, Davines, Eve Lom, Farmacy, Fekkai, Gemo, Hair Rituel by Sisley, Lazartigue, Leonor Greyl, Malin+Goetz, OMG, Perricone MD, Phyto, Roll On Jade, Supergoop! and Ulike, with more to follow.
DFS Group Global Senior Vice President, Beauty Amael Blain said: “At DFS, innovation is at the heart of how we stay devoted to delivering luxury without boundaries. With the launch of our Beauty Collective concept, we are able to offer a unique customer experience and a wide choice of brands that can only be found at DFS. It is an exciting moment in our journey as we continue redefining the shopping experience for our beauty customers.”
Tailored experiences and personalised consultations
Beyond the brand and product offerings, the Beauty Collective concept also brings an immersive experience for customers, so they can spend time exploring new brands alongside the latest skincare and beauty trends, said DFS.
Bespoke interactive and personalised experiences are available for customers to explore new beauty trends through one-on-one consultations, skin and hair analysis, tailored regimen recommendations based on individual needs, as well as hands-on trial to discover the mix of trending products and luxury brands.
To celebrate the launch, Hair Rituel by Sisley is providing hair and scalp analysis to customers, and they receive a complimentary tester after consultation, based on their test results. Cellcosmet also has the offer of a 200ml Gentle Cream Cleanser (value at HK$939) and a complimentary hand massage upon purchase of HK$900 or more, while stocks last.
DFS is also welcoming the Elephant Grounds café at the Hysan Place store. Known for its signature beverages and Asian cuisine, the café provides an environment for customers to “recharge and socialise during their Beauty Collective journey”.
DFS has also unveiled an immersive new fragrance shopping experience at Galleria Beauty by DFS, Canton Road in Tsim Sha Tsui. This features more than 40 luxury and artisanal fragrance brands.
Building on the existing strong line-up of fragrance brands, DFS has introduced brands including Acqua di Parma, Maison Francis Kurkdjian, Maison Margiela, Penhaligon’s, Santa Maria Novella and Trudon.
To celebrate the arrival of the new fragrance brands at the DFS Canton Road Store, customers can receive a free gift upon purchase of selected brands while stock lasts.
In addition, they can enjoy a complimentary 15-minute Fragrance Experience (valued at HK$200) upon spending HK$2,000 on any beauty products until 31 January. ✈