Summer showcase: Travel retail’s hottest campaigns


A First Class Beauty experience

Staying in Hong Kong, DFS Group kicked off the 2018 edition of its annual ‘First Class Beauty’ campaign in spectacular style at T Galleria Beauty by DFS Hong Kong, Causeway Bay.

The campaign, dubbed ‘Your-Day-to-Night Beauty Experts’, showcases the best of beauty to DFS customers, focusing on a diverse range of exclusive products and experiences from over 40 leading brands. The make-up and skincare products are designed for use at various times around the clock, and many are exclusive to DFS.

In Hong Kong, DFS turned on the star power to enhance the experience. Celebrity make-up artist Will Wong and local beauty queen Helen Ma shared their professional tips relating to 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.

Around the clock beauty: The First Class Beauty set-up at T Galleria by DFS, Causeway Bay.

DFS Group Senior Vice President Beauty Christophe Marque called it the “ultimate First Class Beauty experience” and said it was aimed at “discerning global travellers”.

The campaign did not end in Hong Kong though, and has continued worldwide at 24 DFS and T Galleria by DFS stores across 17 destinations with a calendar of immersive experiences throughout August.

In the USA, DFS, Los Angeles International Airport and DFS, New York JFK International Airport will extend the activations and promotions until 30 September. At DFS, San Francisco International Airport, the promotion will run during September only.

Meg Baby (left), who has almost 875,000 Instagram followers, with Japanese KOL Mariko Morishima.


The Moodie Davitt e-Zine | Issue 245 | 30 August 2018