What is First Class Beauty?
First Class Beauty is DFS Group's annual global beauty campaign and retail showcase, created to position DFS as a premier destination for luxury beauty shopping for international travelers. Rather than being a single advertising campaign, it's an integrated marketing initiative that combines exclusive products, immersive in-store experiences, expert consultations, and digital engagement.
First Class Beauty is DFS Group's annual global beauty campaign and retail showcase, created to position DFS as a premier destination for luxury beauty shopping for international travelers. Rather than being a single advertising campaign, it's an integrated marketing initiative that combines exclusive products, immersive in-store experiences, expert consultations, and digital engagement.
My Role
I led the creative concept development and executed the visual design from concept to final delivery.
Goal(s)/ Outcome
Goal(s)/ Outcome
"Beauty Taking Over" was the key campaign message for DFS First Class Beauty 2019. To bring this idea to life, we created a giant gorilla installation that appeared to take over the storefront windows across five retail locations. Each installation was customized with a locally recognizable object, creating a stronger connection with its audience while reinforcing DFS's identity as a global travel retailer. For example, the gorilla held a Hong Kong taxi at the Hong Kong downtown store and a durian at the Singapore location, giving each display a unique sense of place while maintaining a cohesive campaign identity.
First Class Beauty (FCB) is one of DFS's largest annual campaigns, activated across 24 stores worldwide. The campaign celebrates the latest beauty trends while giving customers access to expert tips, product discoveries, and immersive brand experiences.
In collaboration with Meitu, one of China's leading image-editing and beauty technology platforms, we sought to enhance the in-store retail journey through a more interactive digital experience. This led to the development of the Lip Bar—an experiential activation where customers could virtually mix and match different makeup looks using the Meitu app while simultaneously exploring and testing the featured beauty products in-store. By seamlessly combining digital technology with physical retail, the Lip Bar created a personalized and engaging beauty experience that encouraged product discovery and customer interaction.
