DFS Group is to unveil its sixth annual First Class Beauty campaign in August. A total of 25 DFS and T Galleria by DFS stores will offer beauty treats, exclusive products and various experiences from more than 40 leading brands.

This year’s edition is themed ”Your One-Stop Beauty Destination” and offers a curated selection of brands. It provides an assortment of make-up, skincare and fragrance products grouped into three beauty moods. These are City Nights, Beach Getaway and Nature Escapes.

Using the three dedicated beauty themes, the Meitu mirror will create pre-determined looks highlighting over 100 lipsticks, eye shadows, blush and sunglasses.

LIP-FOCUSED BARS

DFS x Meitu’s lipstick bar also boasts the latest in augmented reality make-up application. Last year, over 54,338 pictures were taken utilising China’s premier selfie-application creator.

Meitu will co-host 26 lip-focused bars across DFS’ store network, offering the chance to try different shades of more than lipsticks and 10 sunglasses available at DFS, instantly and virtually, using a magic Meitu Beauty Mirror.

As with previous First Class Beauty campaigns, products will be brought to life in DFS stores worldwide through an ongoing localised calendar of experiences. From August 1 to August 31, participating stores will host a series of activations, highlighting and enhancing the elements of discovery and surprise in customers’ journeys.

Christophe Marque, Senior Vice President Beauty, DFS Group said:  “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. We are immensely proud to partner with more brands than ever before to create these exclusive pop ups, all dedicated to first-class beauty.”