DFS Group, the world’s leading luxury travel retailer, will bring the best of beauty to traveling customers worldwide this August with its fifth annual and much-anticipated First Class Beauty campaign. 24 DFS and T Galleria by DFS stores across 17 destinations will be transformed into a non-stop whirlwind of beauty excitement, featuring exclusive products and experiences from more than 40 leading brands.
The latest edition of First Class Beauty, themed “Your Day-to-Night Beauty Experts”, offers a curated selection of products that work every hour of the day, guided by the advice and expertise of DFS’ trained Beauty Associates. Perfect for the world traveler who seeks to look and feel the very best across all time zones, or who loves to transform their look as the sun goes down, “Your Day-to-Night Beauty Experts” represents an assortment of makeup and skincare that is essential for anyone on the move, many of them exclusive to DFS.
As with previous First Class Beauty campaigns, these exceptional products will be brought to life in DFS stores worldwide through an ongoing calendar of exciting and immersive experiences to delight the traveling customer. From August 1 to 31*, participating stores will host a series of playful activations that highlight and enhance the enjoyment of discovery and surprise in every customer’s journey to today’s discerning beauty aficionado.
Global world firsts include a utility-meets-fantasy MAC Workshop Café, and DFS x Meitu’s awe-inspiring lipstick bar boasting the latest AI and AR make-up applications. Combining hot new technology with a sense of fun and wonder, these unique counter makeovers respond to customers’ desires for a more youthful and entertaining retail experience.
“‘Your Day-to-Night Beauty Experts’ is our biggest edition yet of First Class Beauty, with the largest number of participating brands and the most exciting activations. We are thrilled to leverage our deep expertise in beauty, and our understanding of what makes our customers happy, to bring the ultimate First Class Beauty experience to discerning global travelers,” said Christophe Marque, DFS Group Senior Vice President Beauty.