July 28 2022  |  Retailers

DFS opens horizons with metaverse and in-store beauty campaign

By Jane Hobson

DFS Group is preparing to welcome customers into its new and first-ever virtual universe - DFS World – this August and September through the launch of its largest-ever Annual Beauty Campaign. Titled “Open Up Your Horizons,” the campaign invites customers around the world to discover the limitless possibilities of beauty, from premium skincare and fragrances to new and emerging trends, through a combination of in-store activations as well as a fully interactive, shoppable digital luxury playground.

“Featuring three themes, the campaign celebrates today’s confident, daring and imaginative beauty connoisseur in real life as well as in the boundless and magical metaverse,” reads the July 27 press release.

Three themes

The first beauty theme, “Effortless, Not Lazy,” makes light work of luxury makeupwith easy and timesaving looks for on-the-go, low-maintenance beauty addicts. Next, “Stay Up, Glow Up” challenges the most daring of night-owls to make the most of late-night party looks and morning-after skincare recovery to stay radiant from dusk to dawn. Finally, “Future You” makes every face metaverse-ready with luminous, fluid cosmetics and scents inspired by digital filters and virtual worlds. Each look is supported by DFS’ curated range of products, allowing every customer to open their horizons with the latest in beauty.

In stores, the Annual Beauty Campaign is brought to life with super-saturated color and hyper-real models who represent the exuberance and diversity of DFS’ global customers. Upon spending a designated amount in-store, customers will receive a Beauty Guide mystery box, each containing a random Beauty Guide collectible figurine, with a total of five styles to collect. The figurines have detachable body parts, allowing customers to mix and match to create their very own Beauty Guide. An invitation card to visit DFS World can also be found inside the box, as well as instructions to redeem a complimentary, exclusive NFT as users navigate the metaverse. (Terms and conditions apply. Please visit the store for more details. Qualifying purchases made online are only eligible to receive a NFT redemption code but not the mystery box.)

Linking the physical and digital experience even more closely together, once online, the cast of miniature mascots guide visitors through DFS World and invite them to capture exclusive DFS NFTs and win prizes while they shop. A series of experiential multi-brand and premium brand zones from Guerlain, Estée Lauder, YSL Beauty and Giorgio Armani are also available within the metaverse for customers to discover the latest in beauty through fun, interactive games and experiences.

“For more than 60 years, the World of DFS has been synonymous with our rich universe of luxury brands and products as well as the pleasure of shopping in our stores,” said Long Chiu, Executive Vice President Digital Ventures and Marketing, DFS Group. “Now, we are very excited to welcome our customers to an entirely new universe, the DFS World, created especially for them to experience the very best of beauty retail in a whole different dimension.”

The Annual Beauty Campaign will run from August 1 to September 30 in selected DFS locations around the world, including Abu Dhabi, Auckland, Bali, Guam, Hong Kong, Honolulu, Los Angeles, Macau, New York Okinawa, San Francisco, Saipan and Sydney.

In Abu Dhabi and Bali, the campaign will run from September 1 to October 31.

REGION International

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