DFS Group Celebrates the Best of Beauty with 5th Annual "First Class Beauty" Campaign

DFS Group Celebrates the Best of Beauty with 5th Annual "First Class Beauty" Campaign

Global DFS Group Celebrates the Best of Beauty with 5th Annual

JULY 17, 2018 - 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.

Your beauty journey starts at DFS this summer. Be prepared for a host of delightful surprises!

8 reasons to be excited about DFS’ 2018 First Class Beauty campaign, “Your Day-to-Night Beauty Experts”:


DFS Group is thrilled to partner again with SK-II to make beautiful skin a reality for every traveler, from day to night. This August, SK-II will promote one irresistible, destiny-changing skincare set exclusive to DFS.

This is a precious opportunity to begin a 90-day journey to gorgeous skin with the iconic SK-II Renewal Kit, an exclusive combination set featuring two of SK-II’s best-selling products – 1 x Facial Treatment Essence and 20 x Facial Treatment Essence Masks – exclusively available at DFS.

MAC Workshop Café

DFS is proud to collaborate with leading beauty brand MAC Cosmetics in the first global launch of the MAC Workshop Café. Seven participating DFS locations will receive a unique ‘utility-meets-fantasy’ make-over where nothing is quite as it seems!

Taking cues from bold, surreal pop imagery, the MAC Workshop Café will be surprising guests with fun drinks and bites, together with a delightful array of one-off products and services such as DFS exclusive mini MAC toolbox and lipstick engraving services, in select stores.

Lipbar with Meitu

China’s No. 1 selfie-application creator Meitu, used by three out of five Hong Kong women, will co-host 21 lip-focused bars across DFS’ network of stores, offering selfie queens all over the world a chance to try on different shades of lipsticks available at DFS, instantly and virtually, using a magical Meitu Beauty Mirror.

Fusing high-end AI and AR technology, DFS x Meitu’s Beauty Mirror lets customers test a multitude of brands and lip shades without the mess of smudges. Mix-and-match over 100 lipsticks from 20 brands virtually to create your own look, or try all 6 of our expertly designed full-faced looks. Discover a range of AI product recommendations tailored to your skin tones and face shape.


Meitu’s most popular short video application Meipai is running a “Selfie Kiss” social contest from July 27 to August 9. Selfie lovers are invited to become “Day to Night Beauty Experts” by sharing their “lipstick dancing” video over three visual settings - morning, day and night.

Using First Class Beauty’s exclusive DFS x Meitu AR Beauty Mirror to capture the action, participants whose video receives the most “likes” will enter the chance to win 1 of 8 Meitu phones. Winners will be announced via DFS’ official WeChat account on August 16.

On-Counter Activations

On-counter activations will feature during DFS’ First Class Beauty campaign, from brands such as SK-II, Guerlain, Givenchy, Fresh, Dior, L’Occitane, Estée Lauder, Jo Malone and Lancôme.

First Class Beauty will provide an immersive space for travelers to sample products, receive consultations from brand specialists as well as the opportunity to receive exclusive and limited-edition gifts with purchase.

LOYAL T Promotions

Exclusive to LOYAL T by DFS, First Class Beauty offers members global access, exclusive benefits and unique privileges during the beauty month of August. Earn and redeem points whilst enjoying an array of enhanced promotions the more you shop.

Discover unique gifts-with-purchase at DFS locations during the month of August, from beauty brands such as Guerlain, Fresh, L’Occitane, Lancôme, SK-II, Clé de Peau Beauté and Yves Saint Laurent to perfect and add to your must-have beauty essentials.

These exclusive LOYAL T promotions serve to extend the international travelers’ global shopping experience with DFS, further establishing DFS as the world traveler’s preferred destination for luxury shopping.

Highlighted Products

Beauty lovers can explore DFS’ favorite highlighted products and how they can be applied from day to night, through our exclusive Beauty Guide.