DFS launches metaverse and in-store beauty campaign

The Open Up Your Horizons campaign invites customers worldwide to discover beauty, from premium skincare and fragrances to new and emerging trends, through a combination of in-store activations as well as an interactive, shoppable digital luxury playground. The campaign has three themes: Effortless, Not Lazy, for uncomplicated and timesaving looks on-the-go; Stay Up, Glow Up, for late-night party looks and morning-after skincare recovery; Future You, makes faces metaverse-ready with luminous, fluid cosmetics and scents inspired by digital filters and virtual worlds. Each theme is supported by DFS’ curated range of products.

In stores, the Annual Beauty Campaign is brought to life with super-saturated colour and hyper-real models who represent the 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 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.
Linking the physical and digital experience more closely, once online, the cast of miniature mascots guide visitors through DFS World and invite them to capture exclusive DFS NFTs and win prizes while they shop. A series of experiential multi-brand and premium brand zones from Guerlain, Estée Lauder, YSL Beauty and Giorgio Armani are also available within the metaverse for customers to discover the latest in beauty through fun, interactive games and experiences.
“For more than 60 years, the World of DFS has been synonymous with our rich universe of luxury brands and products as well as the pleasure of shopping in our stores,” said, DFS Group Executive Vice President Digital Ventures and Marketing  Long Chiu. “Now, we are very excited to welcome our customers to an entirely new universe, the DFS World, created especially for them to experience the very best of beauty retail in a whole different dimension.”

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