DFS Group is to launch its fifth annual First Class Beauty campaign which will run from 1 August to 31 August.

According to the company, 24 DFS and T Galleria across 17 destinations will feature exclusive products and experiences from more than 40 leading brands.

The latest edition of First Class Beauty, themed ‘Your Day-to-Night Beauty Experts’, offers a curated selection of products that work every hour of the day, guided by trained DFS beauty associates. It represents an assortment of make-up and skincare, most of which is exclusive to DFS.

These products will be brought to life in DFS stores worldwide through an ongoing calendar of ‘exciting and immersive’ experiences.

PLANNED ACTIVATIONS

Participating stores will host a series of activations aimed at the discerning beauty aficionado. Global world firsts include a utility-meets-fantasy Mac Workshop Café, and DFS x Meitu’s lipstick bar boasting the latest artificial intelligence and augmented reality make-up applications.

Christophe Marque, DFS Group Senior Vice President Beauty said: “’Your Day-to-Night Beauty Experts’ is our biggest edition yet of First Class Beauty, with the largest number of participating brands and the most exciting activations.

“We are thrilled to leverage our deep expertise in beauty and our understanding of what makes our customers happy, to bring the ultimate First Class Beauty experience to discerning global travellers.”