The launch event took place T Galleria Beauty by DFS, Hong Kong, Causeway Bay
DFS Group has kicked off its annual First Class Beauty campaign, themed “Your One-Stop Beauty Destination”, on August 1 at T Galleria Beauty by DFS, Hong Kong, Causeway Bay.
The programme will run across 25 DFS and T Galleria by DFS stores which will be transformed into a “whimsical wonderland of beauty treats” featuring exclusive products and experiences from over 40 brands.
As reported, the 2019 edition of First Class Beauty offers a curated selection of brands offering an assortment of make-up, skincare and fragrance products grouped into three beauty moods; City Nights, Beach Getaway and Nature Escapes.
Clockwise from top left: Crystal Lip Balm and Glitter Bath Bomb workshop; First Class Beauty logo; China KOL Ana Coppla; DFS Group Vice President Corporate Communications & CSR Jay Frame; VIPs Christine Fok, Nat Kw3an and Caroline Fok; Christophe Marque, Senior Vice President Beauty, DFS Group speaks about 2019 beauty trends
Over 300 VIP customers attended the launch party in Hong Kong. The ground floor of T Galleria Beauty by DFS, Hong Kong, Causeway Bay was transformed into a “beauty disco” featuring a DJ and treats such as First Class Beauty cake-pops, chocolate-dipped strawberries and a Bailey’s exclusive strawberries-and-cream cocktail crafted in celebration of First Class Beauty.
Launch activities included the DFS x Meitu interactive lip bar, which allowed travellers to try the latest in AR make-up application, beauty-themed entertainment such as glitter hairstyling and eye makeup application, a Claw Machine to win travel-sized gifts, and a chance to win one of the DFS exclusives from some top beauty brands.
First Class Beauty also collaborated with a Hong Kong-based art and lifestyle company for a make-it-yourself Crystal Lip Balm and Glitter Bath Bomb workshop using organic and local ingredients.
“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 Christophe Marque, Senior Vice President Beauty, DFS Group.“We are immensely proud to partner with more brands than ever before to create these exclusive pop-ups, all dedicated to first-class beauty.”
DFS’ First Class Beauty campaign will continue across 16 destinations with an ongoing calendar of experiences until August 31.
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