DFS’ largest Annual Beauty Campaign revealed with ‘first-ever’ virtual universe

By Faye Bartle |

DFS Annual Beauty Campaign 2022.

The ‘Stay Up, Glow Up’ beauty theme visual – part of the DFS Annual Beauty Campaign 2022.

DFS Group is getting ready to welcome customers into its ‘first-ever virtual universe’, DFS World, in 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 luxury retailer’s vast beauty offering, from premium skincare to fragrances, and to get the lowdown on emerging beauty trends.

All of this is accessible through a combination of in-store activations and a fully interactive, shoppable digital luxury ‘playground’ in the metaverse.

“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 campaign features three themes in celebration of the modern-day ‘confident, daring and imaginative beauty connoisseur’.

DFS Annual Beauty Campaign 2022.

‘Effortless, Not Lazy’ hero products.

The first, ‘Effortless, Not Lazy’, aims to make luxury make-up easy with timesaving looks for on-the-go, low-maintenance beauty enthusiasts.

DFS Annual Beauty Campaign 2022.

‘Stay Up, Glow Up’ hero products.

Next, ‘Stay Up, Glow Up’ is devoted to late-night party looks and morning-after skincare recovery, helping night owls to ‘stay radiant from dusk to dawn’.

DFS Annual Beauty Campaign 2022.

The ‘Future You’ theme is designed to help consumers get metaverse-ready.

Finally, the ‘Future You’ theme is designed to help consumers to get ‘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, effectively showcasing the retailer’s broad collection to customers.

In the stores, the Annual Beauty Campaign is brought to life thanks to eye-catching models who represent the ‘exuberance and diversity’ of DFS’ global customers.

The DFS World Beauty Horizon.

The DFS World Beauty Horizon.

Customers spending a set amount in-store will receive a Beauty Guide mystery box containing a Beauty Guide collectible figurine (there are five styles in total to collect), as well as an invitation card to visit DFS World, along with instructions on how to redeem a complimentary, exclusive NFT in the metaverse (T&Cs apply).

The Beauty Guide miniature mascots guide online visitors through DFS World and show them how to capture exclusive DFS non-fungible tokens (NFTs) and win prizes while they shop.

Interactive games and experiences can also be enjoyed courtesy of experiential multi-brand and premium brand zones from Guerlain, Estée Lauder, YSL Beauty and Giorgio Armani.

The Annual Beauty Campaign will run from 1 August to 30 September in selected DFS locations around the world, including Auckland, 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 1 September to 31 October.

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