DFS launches 'Beauty Collective' concept for personalised retail experiences

24 leading brands will be featured in the new concept store.

Leading luxury travel retailer DFS Group has introduced an innovative “Beauty Collective” concept in Hong Kong, China, as a grand start for its 2024 curation.

DFS has converted the T Galleria Beauty at Hysan Place with the new concept, featuring a unique curation of brands across lifestyle, skincare, haircare, and technology that have yet to be accessible in Hong Kong.

Top brands, including Aman Essentials, AXXZIA, Barneys New York, BORGHESE, Christophe Robin, EVE LOM, FEKKAI, Hair Rituel by Sisley, LEONOR GREYL, OMG, PHYTO, Supergoop! and Ulike, will be featured in the lineup at the Hysan Place store. A total of six perfume maisons will also debut in the store, presenting over 40 luxury fragrance brands.

DFS will also include bespoke interactive and personalised consultations, including skin and hair analysis, tailored regimen recommendations and hands-on beauty trials.

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As a response to evolving customer expectations in retail, the Group offers a one-stop tailored journey and immersive experience for shoppers at the overhauled Hysan store.

“With the launch of our Beauty Collective concept, we are able to offer a unique customer experience and a wide choice of brands that can only be found at DFS. It is an exciting moment in our journey as we continue redefining the shopping experience for our beauty customers,” Amael Blain, Global Senior Vice President - Beauty at DFS Group Limited, stated.

New customers can receive a free gift upon purchase of selected brands, as well as a complimentary 15-minute Fragrance Experience (worth HK$200) with spending HK$2,000 ($256) on any available beauty products until 31 January.