DFS Group’s sixth annual First Class Beauty campaign hits HK with a beauty disco

Luxury travel retailer DFS Group has launched the sixth edition of its annual First Class Beauty campaign. This year the “Your One-Stop Beauty Destination” themed campaign was kicked off in Hong Kong on 1 August, with a wide array of exclusive products and experiences from more than 40 brands unveiled. Over 300 VIPs attended the launch party at T Galleria Beauty by DFS in Causeway Bay, which was transformed into a “beauty disco” with servings of First Class Beauty desserts and Bailey’s exclusive cocktail on hand. DFS showed off its team-up with Meitu by setting up an interactive lip bar featuring the latest in AR make-up application tech. Meitu will be co-hosting 26 lip-focused bars across the DFS network of stores, where customers can use the Magic Mirrors to virtually try on different shades of over 100 lipsticks and 10 pairs of sunglasses available at DFS.“We are immensely proud to partner with more brands than ever before to create these exclusive pop-ups, all dedicated to first-class beauty,” said Christophe Marque, senior vice president of beauty at DFS GroupFurther engaging the VIP guests, a Hong Kong-based art and lifestyle company collaborated with First Class Beauty to host a make-it-yourself crystal lip balm and glitter bath bomb workshop using organic and local ingredients.Other beauty-themed entertainment included glitter hairstyling and eye makeup application, alongside a claw machine for travel-sized gifts, as well as a competition to win DFS exclusive prizes. This year’s edition of First Class Beauty also showcased a selection of brands offering an assortment of makeup, skincare and fragrance products under three travel and beauty themes – City Nights, Natural Escape, and Beach Getaway.  “With the discerning traveller 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 Marque.While seven brands have participated in First Class Beauty to launch 22 exclusive pop-ups store at T Galleria by DFS stores around the globe. The pop-ups featured in Hong Kong include Clinique – Travel Happy, Dior – Dior Summer Party, Giorgio Armani – Armani Cinema, and Kiehl’s – Kiehl’s Loves Adventure. Others are Sulwhasoo – #ResetYourYouth , L’Occitane En Provance – From Provence to Guam Balloon Journey, and Jo Malone London – A Galaxy of Gifts.DFS’ First Class Beauty “Your One-Stop Beauty Destination” campaign will continue worldwide at 25 DFS and T Galleria by DFS stores across 16 destinations with an ongoing calendar of interactive experiences until August 31.