DFS Group shines a light on island beauty with First Class Beauty Campaign in Hawaii

US. DFS Group has continued its spectacular First Class Beauty campaign in T Galleria Beauty by DFS Hawaii. This year’s theme is called ‘Your One Stop Beauty Destination’ and offers a dazzling line up of pop-ups and exclusives in DFS stores across 25 sites. The campaign is grouped into three distinct beauty themes – City Nights, Natural Escape, and Beach Getaway (see panel below).

The T Galleria by DFS Hawaii event has a particularly notable focus, the retailer said. In addition to offering exclusive products from 40 leading brands, the event will also highlight Hawaiian beauty brands as part of its ongoing commitment to support local entrepreneurs. These local brands include: Hanalei, Ola Tropical Apothecary, Oʻo Hawaii, Lanikai Bath & Body, Mamalani Body Care, Island Essence, and Little Hands Hawaii.

The Hawaiian brands are being given prime real estate and showcased in a new 745 sq ft space in level 2 of T Galleria Beauty by DFS Hawaii. The space was launched earlier this year and is the largest beauty department in the state. Some key design elements include live greenery, warm wood, and tropical island elements that create a distinct Sense of Place for customers.

DFS Managing Director Hawaii Megan Escamilla said: “Here at T Galleria by DFS Hawaii, we are continually striving to satisfy two key aims. First, to bring the very best international brands and products to Hawaii to satisfy our discerning travelling customers. And two, to ensure that the amazing and talented Hawaiian local businesses have the opportunity to showcase their potential to a global audience.”

According to Escamilla, the three themes of the campaign – City Nights, Natural Escape, and Beach Getaway – have a particular resonance with Hawaii due to its unique environment and lifestyle. She said: “Each one of this year’s themes are made for Hawaii. We are thrilled to offer the best beauty products that will take you from bright city nights in Honolulu, to a natural escape through the Ko’olau Mountains, to a classic beach getaway in Waikiki or to see the surf at Waimea Bay on the North Shore.”

The Hawaiian brand showcase is one of T Galleria by DFS Hawaii’s many programmes to support the local economy. Last November, it became a founding partner with local business accelerator Mana Up. Their alliance offers merchandising support and connects local brands with business mentors. T Galleria by DFS Hawaii also hosts regular meet and greets in the store, so customers can discover the people behind their favourite local beauty brands.

As reported, DFS Group recently celebrated the official launch of the First Class Beauty Campaign in Hong Kong. The event was attended by 300 VIPs and featured a series of experiential pop-ups that included the DFS x Meitu lip bar, and a crystal lip balm and glitter bath bomb workshop. The First Class Beauty Campaign is one of DFS Group’s longest-running and most successful consumer promotions.

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 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.”