DFS Group's global campaign remains live through Aug. 31, 2024. Image courtesy of DFS Group
Luxury travel retailer DFS Group is revealing plans for the 10th edition of an annual event.
Personalized services, expert advice and world-class beauty products await fans of a landmark showcase unfolding at select locations this month. First Class Beauty 2024 features tailored experiences from names such as Clé de Peau, Diptyque, L’Occitane and Shiseido, enhanced by exclusive merchandise, special member perks and a presence from DFS Group’s new Beauty Collective concept.
“We are pleased to present the First Class Beauty showcase where our discerning customers are invited to explore the best in beauty,” said Christophe Marque, president of merchandising at DFS Group, in a statement.
“With [the] curation of over 300 coveted brands and in-store DFS beauty experts that offer tailored beauty advice and product recommendations, we believe this year’s ‘Beauty Your Way’ theme can inspire and empower our customers to embrace their individuality and radiate with confidence.”
First Class Beauty turns 10
Celebrating individuality and self-expression from Aug. 1 to Aug. 31, 2024, the anniversary program is now live.
DFS Group is kicking off First Class Beauty 2024, sharing more about what is in store for customers at a few of the company’s global duty-free airport, metro, resort and affiliate boutiques – the festivities also extend online to www.DFS.com.
La Mer's En Route to Renewal pop-up at DFS San Francisco International Airport. Image courtesy of DFS Group
Brand-specific activations vary. A pop-up from Estée Lauder Co. entitled “En Route to Renewal” invites guests to create customized postcards commemorating personal travel stories on site.
Meanwhile, Burberry Beauty – the label is developed, manufactured and distributed by U.S. beauty group Coty – is launching a fragrance consultation service that helps luxury consumers browse scents based on personal style and other preferences.
British luxury fragrance brand Jo Malone London “has partnered with much-loved global character Paddington on a limited-edition scent Orange Marmalade, offering gifts and personalization services, creating memorable moments for any occasion,” according to a statement.
For those looking to stay ahead of up-and-coming beauty trends, the Beauty Collective (see story) allows visitors to explore undiscovered lifestyle, skincare, haircare, and technology staples.