‘Whimsical wonderland’ – DFS unveils sixth annual ‘First Class Beauty’ campaign

INTERNATIONAL. DFS Group today launched its sixth annual First Class Beauty campaign, one of the luxury travel retailer’s longest-running and most successful consumer promotions.

“We have put all our efforts into developing experiences and products that respond to consumer needs with creativity and flair” – DFS Group Senior Vice President Beauty Christophe Marque

A total of 25 DFS and T Galleria by DFS stores will be transformed through August into what DFS described as “a whimsical wonderland of beauty treats”, featuring exclusive products and experiences from over 40 leading brands.

The spirit of beauty: This year’s campaign features an intriguing collaboration with Diageo-owned Baileys Strawberries & Cream liqueur

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This year’s edition of First Class Beauty is themed ‘Your One-Stop Beauty Destination’. It offers a curated selection of brands across make-up, skincare and fragrance products grouped into three beauty moods – City Nights, Beach Getaway and Nature Escapes.

Travellers can discover new beauty items as well as traditional favourites, guided by “globe-trotting trends”.

Dior is brought to life in vibrant manner at City of Dreams in Macau
Clinique joins the celebrations with DFS in Singapore

As with previous First Class Beauty campaigns, the campaign will play out in DFS stores worldwide through an ongoing localised calendar of innovative experiences. From August 1 to 31, participating stores will host a series of activations to “highlight and enhance the enjoyment of discovery and surprise in every customer’s journey”.

Korean luxury skincare brand Sulwhasoo will feature at T Galleria by DFS Angkor

“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,” said DFS Group Senior Vice President Beauty Christophe Marque.

“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.”

Seeing red: Giorgio Armani beauty will feature in a striking pop-up at T Galleria Macau, Shoppes at Four Seasons
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.

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