DFS Group, the world’s leading luxury travel retailer, has 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 favorite beauty brands; and enjoy an array of exciting in-store activations.
Titled “Open Up Your Horizons”, the 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. 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.
In stores, the Annual Beauty Campaign is brought to life with super-saturated colors and hyper-real models who represent the exuberance and diversity of DFS’ global customers. Upon spending a designated amount in-store, customers will receive a Beauty Guide mystery box, each containing a random Beauty Guide collectible figurine, with a total of five styles to collect. The figurines have detachable body parts, allowing customers to mix and match to create their very own Beauty Guide. An invitation card to visit DFS World can also be found inside the box, as well as instructions to redeem a complimentary, exclusive NFT as users navigate the metaverse.*
Established in Hong Kong in 1960, DFS Group continues to be a pioneer in global luxury travel retail, offering its customers a carefully curated selection of exceptional products from over 750 of the most desired brands. Its network consists of 54 duty free stores located in 13 major global airports and 23 downtown Galleria locations on four continents, as well as affiliate and resort locations.
