Beauty / news
DFS Launches 12th First Class Beauty Campaign Across Hong Kong and Macau
DFS Group Hong Kong and Macau has kicked off the 12th edition of its First Class Beauty campaign, featuring more than 30 beauty and skincare brands across its travel retail locations.
The month-long campaign, running throughout August under the theme 'Run the Show, Define Your Glow', brings together over 30 international beauty, fragrance and skincare labels at DFS stores in Hong Kong and Macau. Shoppers can expect exclusive brand activations, interactive product discovery sessions and personalised beauty services alongside limited-time offers and rewards.
The initiative follows China Tourism Group Duty Free's acquisition of DFS's travel retail businesses in Hong Kong and Macau, along with intangible assets in Greater China, completed in March this year. DFS Hong Kong and Macau now operates under the control of China Duty Free Group, a subsidiary of the state-owned travel retail giant.
According to China Duty Free Group Chief Operating Officer Yvonne Chan, First Class Beauty has become one of DFS's most anticipated annual campaigns. She said the programme reflects the company's commitment to driving beauty as a strategic category and elevating the customer experience across its destinations.
The campaign is designed to put customers at the centre of the action through sensorial experiences and collaborations with leading beauty houses, reinforcing DFS's position as a key destination for beauty in the travel retail sector.