HONG KONG. DFS Group has celebrated the launch of its sixth annual First Class Beauty campaign, which began at T Galleria Beauty by DFS in Causeway Bay, Hong Kong on 1 August.
This year’s theme is ‘Your One-Stop Beauty Destination’ and showcases ‘the best of beauty’ from more than 40 leading brands. It offers a curated selection of products and experiences across make-up, skincare, and fragrance grouped into three beauty moods – City Nights, Beach Getaway, and Nature Escapes.
DFS Group Senior Vice President Christophe Marque said: “With the discerning traveller at the heart of all we do, we have put all our efforts into developing experiences and products that respond to their needs with creativity and flair.
“This year’s First Class Beauty reflects three travel moods that inspire a wide spectrum of make-up looks and beauty regimes. We are immensely proud to partner with more brands than ever before to create these exclusive pop–ups, all dedicated to first-class beauty.”
To launch the campaign in style, the ground floor of T Galleria Beauty by DFS in Causeway Bay was transformed into a “beauty disco” for the launch party. The celebration was attended by over 300 VIP customers who enjoyed First Class Beauty cake-pops, chocolate strawberries, and a Baileys exclusive strawberries-and-cream cocktail crafted specially for the event.
Guests also got the chance to win some DFS exclusives and try out experiential pop-ups. These included a glitter hairstyling and eye makeup station, a travel gift claw machine, and the DFS x Meitu Interactive lip bar — which offers the latest technology in augmented reality make-up application. DFS also collaborated with a Hong Kong-based art and lifestyle company to create a make-it-yourself organic Crystal Lip Balm and Glitter Bath Bomb workshop for the launch party.
As reported, the campaign will play out in DFS stores worldwide through an ongoing localised calendar of innovative experiences. From 1 to 31 August, participating stores will host a series of activations to “highlight and enhance the enjoyment of discovery and surprise in every customer’s journey”.
DFS DESCRIBES THIS YEAR’S THEMES CITY NIGHTS: Beauty ‘must-haves’ for a sophisticated look to take you from the lights of Hong Kong to the streets of New York. Venture out with sultry eyes and glossy lips for a polished look that’s perfect for wherever the night takes you. The City Night style is glamorous and bold, showcasing lipsticks, eye treatments and iconic fragrances. BEACH GETAWAY: Warm weather essentials for an effortless look during sunny days from Sydney to Okinawa. Enhance your radiant summer skin with touchable, breathable makeup and skincare. The Beach Getaway style is easy and carefree, using fragrances, sunscreen and bronzer to create a glowing look. NATURE ESCAPES: Skincare inspired by nature to take you from the lush forests of calm Bali to the majestic mountains of Hawaii. Look flawlessly unfiltered with nourishing essentials. The Nature Escape look is organic, fresh and clean with nude pallets and essential skincare. |
In collaboration with Globuy This story will also appear in coming days on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a growing collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has a monthly audience of 825k for its WeChat social mediapromoting new launches, product availability, promotions and special offers. The Moodie Davitt Report is leveraging its unrivalled access to airport, retailer and brand information to promote the latest travel retail news directly to the Chinese travelling consumer through Globuy. The two companies plan a deepening partnership in the future. |