DFS Group, a global leader in luxury travel retail, has introduced its biggest activation for 2023 with the ‘Explore New Dimensions’ beauty event.
Launched with a ‘Beauty Night Out’ at 19 locations around the world on August 4, the flagship event kicked off at T Galleria Beauty by DFS at Galaxy Macau, featuring a livestreaming studio, luxury fragrance section, a Meitu Make-Up digital mirror activation, and more.
In a rare showcase, 15 renowned brands have collaborated to create exclusive experiences, including shopping journeys with AR and AI technology, and limited-time offers across select DFS stores in Hong Kong SAR, Macau SAR, Singapore, Bali, Guam, Saipan, Paris, and Venice.
“We are extremely excited to be back live-in person to present our biggest beauty event of the year in partnership with 15 world renowned brand partners,” said Christophe Marque, president of merchandising at DFS. “Bringing our discerning customers entertainment, technology-driven exploration, and exclusive products and services that you simply can’t find elsewhere and in the way only DFS knows best.”
Joining anchor brands Guerlain and Jo Malone London for the event are Burberry, Charlotte Tilbury, Clarins, Clinique, Estée Lauder, Ginza, Kiehl’s, La Mer, Lancôme, L’Occitane, Sol de Janeiro, and Sulwhasoo, which will offer unique pop-up installations and beauty counter experiences to allow customers to discover and test new and hero products.
Luxury French beauty label Guerlain, for example, will host two event-exclusive workshops that will showcase its new Abeille Royale Honey Treatment Night Cream as well as offer a range of facial treatments throughout August, while British fragrance house Jo Malone London is set to present its ‘Whimsical World’ with immersive pop-ups at T Galleria by DFS, Hong Kong, Canton Road; T Galleria by DFS, Macau, City of Dreams; and T Galleria by DFS, Macau, Shoppes at Four Seasons. Customers can enjoy exclusive personalisation services with limited-edition boxes, keychains, and magnets.
Into the metaverse
Following DFS Group’s venture into the metaverse last year, digitalisation is an important element of the event. Augmented reality (AR) face filters called the ‘Magic Mirror’ offer an instant ‘Glam Up’ and ‘Glow Up’ transformation.
Meanwhile, the Aura Perfumery presents an interactive consultation that explores one’s aura or energy field. Customers can take home a free signature scent based on their auras, with limited quantities available on a first-come, first-served basis.
DFS introduces Clean Beauty
DFS has also partnered with Galaxy Macau to promote its clean beauty and wellness category, launching a Clean Beauty pop-up at T Galleria Beauty by DFS to coincide with the event.
Featured in the store, which will remain open until September 3, are 11 clean beauty brands, including Argentum, Bioeffect, Christophe Robin, Davines, Farmacy, Leonor Greyl, Malin + Goetz, Omorovicza, Philip B, Supergoop and Tata Harper. The experience is enhanced by themed workshops and digital games that aim to educate consumers on the concept of clean beauty.