DFS empowers customers to “Beauty Your Way” with 10th edition of First Class Beauty
"Beauty Your Way": DFS introduces the latest edition of its First Class Beauty showcase
Leading luxury travel retailer DFS has unveiled the 10th anniversary edition of its annual First Class Beauty showcase, themed "Beauty Your Way."
From August 1 to 31, this landmark event – featuring over 300 brands – celebrates the unique beauty of every individual, offering a personalized journey through the world of luxury beauty.
Complementing the extensive brand offering is DFS’s pioneering "Beauty Collective" concept. This innovative space is designed for those who love to stay ahead of the curve while maintaining their personal style. The Beauty Collective showcases the latest trends in lifestyle, skincare, haircare, and technology, represented by brands like Cellscosmet, Malin and Goetz, and RéVive. Consumers are invited to explore and incorporate new discoveries into their beauty routine, further enhancing individual "Beauty Your Way" journeys.
First Class Beauty weekend lucky draw at DFS Hong Kong, Canton Road
Christophe Marque, President Merchandising, DFS Group, said, “We are pleased to present the First Class Beauty showcase where our discerning customers are invited to explore the best in beauty. With curation of over 300 coveted brands and in-store DFS beauty experts that offer tailored beauty advice and product recommendations, we believe this year’s ‘Beauty Your Way’ theme can inspire and empower our customers to embrace their individuality and radiate with confidence.”
The VISIA skin analysis delves deep into skin's characteristics, while DFS’s expert hair analysis uncovers the secrets to best hair days. The travel retailer has partnered with individual brands to offer tailored product recommendations. For tastemakers who are curious about incorporating clean beauty into your routine, its playful Drunk Elephant Smoothie Quiz helps identify products that “will make your skin sing”. For those exploring the world of fragrances, Burberry’s fragrance consultation service guides consumers to scents that resonate with personal style and preferences. “These personalized analyses aren't just services – they're how your beauty journey begins,” DFS added.
The showcase offers immersive experiences to arm customers with the skills and insights to discover their individual style. They include makeup demonstrations, Charlotte Tilbury's Pillow Talk Party and also Estée Lauder's demo detailing the science behind skincare. Customers can also book a session of Bobbi Brown's brow shaping classes.
La Mer features with DFS in San Francisco International Airport
La Mer’s “En Route to Renewal” pop up offer the opportunity to create a customized postcard while Jo Malone London has partnered with a much-loved global character, Paddington, on a limited-edition scent Orange Marmalade, offering gifts and personalization services.
Further unique experiences are offered from prestigious brands like Clé de Peau, Diptyque, EviDenS de Beauté, La Prairie, L’Occitane, NARS, Shiseido and more at select DFS stores across the company’s global network.
Exclusive, limited-time offers marking the 10th anniversary include travel-exclusive sets featuring the iconic Advanced Night Repair (ANR) from Estée Lauder’s Wake Up Beautiful Set, Re-Nutriv Diamond Set and the Crème de La Mer from The Replenishing Soothing Collection. DFS CIRCLE members can enjoy additional exclusive offers and complimentary gifts.
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