July 26 2021  |  Retailers

DFS holds 7th annual First Class Beauty campaign in August

By Wendy Morley

For the seventh year, DFS Group is holding its “First Class Beauty” campaign, offering exclusive products and activations from leading beauty brands for the month of August in select DFS stores in Australia, Hong Kong, Japan, Macau, New Zealand and North America.

“Best of You” is the theme for DFS’ First Class Beauty event this year

This year’s First Class Beauty theme is “Best of You,” celebrating individuality and the enhancement of one’s unique beauty, which is demonstrated by the campaign categories “Empowerment” “Diversity” and “No Filter”

“No Filter” inspires the acceptance of one’s own unique beauty

Participating brands include Giorgio Armani, Clarins, Guerlain, YSL, Sisley, Givenchy, Shu Uemura, Clé de Peau, NARS and Shiseido, with a variety of activations and pop-ups.

Celebrating diversity is an important part of celebrating individuality

DFS will also host its biggest beauty event of the year at T Galleria by DFS, Macau, Shoppes at Four Seasons on August 7, featuring workshops, services, gifts and branded activations.

“We are pleased to present our First Class Beauty campaign once again for our discerning customers to discover the latest in beauty,” said Christophe Marque, Executive Vice President Global Marketing and Beauty Merchandising, DFS Group. “Through this year’s ‘Best of You’ theme, we also hope to help our customers celebrate and enhance the special qualities that makes each of them unique.”


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