DFS Group Reaffirms Its Beauty Expertise With 6th Annual "First Class Beauty" Campaign


DFS Group Reaffirms Its Beauty Expertise With 6th Annual "First Class Beauty" Campaign

グローバル DFS Group Reaffirms Its Beauty Expertise With 6th Annual

JULY 18, 2019 – DFS Group, the world’s leading luxury travel retailer, will bring the best of beauty to traveling customers again this August with its sixth annual and much-anticipated First Class Beauty campaign. A total of 25 DFS and T Galleria by DFS stores will be transformed into a whimsical wonderland of beauty treats, featuring exclusive products and exciting experiences from more than 40 leading brands.


This year’s edition of First Class Beauty, themed “Your One-Stop Beauty Destination” offers an expertly curated and unparalleled selection of brands offering an assortment of make-up, skincare and fragrance products grouped into three beauty moods; City Nights, Beach Getaway and Nature Escapes. The possibilities are endless for the world traveler to discover new beauty items as well as must-have favorites, guided by globe-trotting trends. First Class Beauty 2019 represents a dazzling array of makeup, skincare and fragrances that will satisfy and delight even the most seasoned voyager.


As with previous First Class Beauty campaigns, these exceptional products will be brought to life in DFS stores worldwide through an ongoing localized calendar of innovative and invigorating experiences. From August 1 to 31, participating stores will host a series of playful activations to highlight and enhance the enjoyment of discovery and surprise in every customer’s journey.


“With the discerning traveler 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. This year’s First Class Beauty reflects three travel moods that inspire a wide spectrum of make-up looks and beauty regimes,” said Christophe Marque, Senior Vice President Beauty, DFS Group. “We are immensely proud to partner with more brands than ever before to create these exclusive pop ups, all dedicated to first-class beauty.”


Experience First Class Beauty at DFS this summer. Discover the perfect look along with travel tips for your next destination. From city nights to a beach getaway or a natural escape – we’ve got you covered! Shop and enjoy exclusive offers, complimentary makeovers, photo opportunities and much more. This August, travel beautifully with DFS.





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 glamourous and bold, showcasing lipsticks, eye treatments and iconic fragrances.



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.



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.



Following on from the success of last year’s involvement, DFS x Meitu’s lipstick bar boasts the latest in AR make-up application by combining technology with a sense of fun. Last year over 54,338 pictures were taken utilizing China’s No.1 selfie-application creator. Meitu will co-host 26 lip-focused bars across DFS’ network of stores, offering selfie queens all over the world a chance to try on different shades of 100+ lipsticks and 10 sunglasses available at DFS, instantly and virtually, using a magic Meitu Beauty Mirror.


Using the three dedicated beauty themes; City Nights, Beach Getaway and Nature Escapes, the Meitu mirror will create pre-determined looks highlighting over 100 lipsticks, eye shadows, blush and sunglasses among Xiaohongshu recommendations to make a beautiful look a reality for every traveler.