DFS Group Kicks off Its 5th Annual "First Class Beauty" Campaign with Launch Event
AUGUST 13, 2018 - DFS Group kicked off its annual “First Class Beauty” campaign, themed “Your-Day-to-Night Beauty Experts” in style on August 9 at T Galleria Beauty by DFS Hong Kong, Causeway Bay. The world’s leading luxury travel retailer showcased the best of beauty to traveling customers, drawing attention to the wide range of exclusive products and experiences from more than 40 leading brands.
The latest edition of First Class Beauty, “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.
Over 220 celebrity guests and VIP customers from Japan and China including Hong Kong and Macau were in attendance. The ground floor of T Galleria Beauty by DFS Hong Kong, Causeway Bay was transformed into a fun, pink beauty wonderland complete with a DJ, as guests thronged to try special First Class Beauty cake-pops and donuts and beauty-themed entertainment including hair braiding and tattoo printing. Lucky guests who managed to snag their chosen bag at the Claw Machine also stood a chance to win a DFS exclusive MAC make-up toolbox.
Hong Kong celebrity make-up artist Will Wong and renowned beauty queen Helen Ma delighted guests and shared their professional tips for the summer’s trends for around-the-clock, day-to-night beauty solutions. Guests also enjoyed the utility-meets-fantasy MAC Workshop Café, and DFS x Meitu’s interactive lipstick bar boasting the latest in AR make-up applications.
“‘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.
DFS’ First Class Beauty campaign “Your Day-to-Night Beauty Experts” will continue worldwide at 24 DFS and T Galleria by DFS stores across 17 destinations with an ongoing calendar of exciting and immersive experiences until August 31. *
*DFS, Los Angeles International Airport and DFS, New York JFK International Airport will extend First Class Beauty activations and promotions until September 30. First Class Beauty at DFS, San Francisco International Airport will only be during the month of September.