Leading luxury travel retailer, DFS Group has now launched its first-ever virtual universe – DFS World – in conjunction with the launch of its largest-ever Annual Beauty Campaign.

 

Throughout the campaign, customers are invited to explore DFS’ beauty-themed metaverse to capture exclusive DFS NFTs; discover interactive experiences, displays and limited-time offers from their favourite beauty brands; and enjoy an array of in-store activations.

 

As reported, the ‘Open Up Your Horizons’ campaign invites customers around the world to discover the ‘limitless possibilities of beauty’, from premium skincare and fragrances to new and emerging trends. Featuring three themes, the campaign celebrates today’s confident, daring and imaginative beauty connoisseur in real life as well as in the boundless and magical metaverse.

 

“The first beauty theme, ‘Effortless, Not Lazy’, makes light work of luxury makeup with easy, uncomplicated and timesaving looks for on-the-go, low-maintenance beauty addicts,” said DFS.

 

“Next, ‘Stay Up, Glow Up’ challenges the most daring of night-owls to make the most of late-night party looks and morning-after skincare recovery to stay radiant from dusk to dawn.

 

 

“Finally, ‘Future You’ makes every face metaverse-ready with luminous, fluid cosmetics and scents inspired by digital filters and virtual worlds.”

 

A cast of virtual characters guides visitors through a series of games and experiences. “Try your luck at catching a special edition DFS butterfly NFT at the Landing Zone or test your reflexes with the speed challenge at the NFT Wonderland,” added the retailer.

 

Inspired by the campaign’s three beauty themes and today’s top beauty products, each of the butterfly NFTs feature vibrant colors and textures. Finally, visitors can also discover the latest in beauty as they explore the experiential multi-brand and premium brand zones from Guerlain, Estée Lauder, YSL Beauty and Giorgio Armani.

 

Across DFS’ network of stores around the world, customers are also invited to join in the fun by participating in in-store makeup demonstrations; personalised beauty workshops and services; music performances; lucky draws and raffles and much, much more.

 

The Annual Beauty Campaign will run from 1 August to 20 September in selected DFS locations around the world, including Abu Dhabi, Auckland, Guam, Hong Kong, Honolulu, Los Angeles, Macau, New York Okinawa, San Francisco, Saipan and Sydney.

 

The campaign will run from 1 September to 31 October in Bali.