DFS taps HK rising star Dale to attract Gen Z beauty shoppers

Luxury retailer DFS has partnered the 17-year-old guitarist Dale, who shot to fame after being featured in various star concerts such as Nicholas Tse, to unveil a campaign called "Summer Beauty Carnival" (夏日美妝盛典) at Hysan Place in Causeway Bay, positioning the store as an one-stop beauty destination.

Running from 30 May to 28 June, the campaign targets beauty enthusiasts aged 18 to 40, including young professionals, students, and digitally savvy consumers, with a mix of luxury and affordable products to widen its appeal. 

The carnival offers discounts of up to 65% on nearly 50 selected products and experiential services. These include what DFS claims to be the market’s first tarot-inspired fragrance consultations, alongside VISIA skin analysis, hair diagnostics, hand massages, and personalised beauty matching. The initiative aims to increase footfall and customer engagement while creating synergy between mall retail and beauty experiences.

Dale was selected for her youthful image, genuine affinity for the brand as a regular customer, strong social media influence, and alignment with the demographics of both DFS and Lee Gardens, according to a spokesperson from DFS. The rising star appeared at the carnival kickoff event, enjoying certain facial massage services. 

In terms of marketing strategies, the spokesperson emphasised the seamless integration of DFS’s beauty expertise with Lee Gardens’ lifestyle offerings. The campaign has leveraged mall-wide privileges, limited-time exclusives, and cross-promotions with other Lee Gardens tenants.

To further amplify the event’s visibility, DFS has utilised digital channels as its primary promotional platform, tapping into the Lee Gardens ecosystem, including social media, the Lee Gardens app, KOL collaborations, online PR, and community engagement initiatives.

To drive engagement, the carnival has introduced weekly beauty blind boxes, to be released every Friday in June at 11 am via the Lee Gardens app. Customers who secure a redemption ticket can claim an exclusive blind box valued at up to HK$288, with any purchase at DFS Causeway Bay.

Additionally, an interactive claw machine game has been launched, offering shoppers who spend HK$888 or more the chance to win DFS vouchers worth up to HK$3,000. Total prizes exceed HK$540,000, available on a first-come, first-served basis.

Dale said, "With increasing performances, advertisements, and events, I've become more conscious about my appearance and styling. DFS as a multi-brand one stop shopping location fulfills all my skincare and makeup needs, and they offer beauty hamper sets promotions and prices are affordable even for students."

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