DFS Group, the world’s leading luxury travel retailer, is preparing to welcome customers into its new and first-ever virtual universe DFS World – this 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 limitless possibilities of beauty, from premium skincare and fragrances to new and emerging trends, through a combination of in-store activations as well as a fully interactive, shoppable digital luxury playground. 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. Each look is supported by DFS’ highly curated range of products, allowing every customer to open their horizons with the latest in beauty.