DFS Group 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.*

Upon entering DFS World, the cast of virtual characters guides visitors through a series of fun, interactive 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. Inspired by the campaign’s three beauty themes and today’s top beauty products, each of the beautifully designed 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. With new zones and surprises launched regularly, guests are encouraged to visit DFS World throughout the entire Annual Beauty Campaign.

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

The Annual Beauty Campaign will run from August 1 to September 30 in selected DFS locations around the world, including Abu Dhabi**, Auckland, Bali**, Guam, Hong Kong, Honolulu, Los Angeles, Macau, New York Okinawa, San Francisco, Saipan and Sydney.

*Terms and conditions apply. Please visit the store for more details. Qualifying purchases made online are only eligible to receive a NFT redemption code but not the mystery box.

**Campaign will run from September 1 to October 31, 2022.



As seen on DUTY FREE HUNTER last month…

DFS will “Open Up Your Horizons” with virtual DFS World and in-store beauty campaign