HONG KONG, CHINA. Leading luxury travel retailer DFS Group has unveiled a reimagined luxury shopping experience at DFS Hong Kong, Causeway Bay.
Relaunched last week, the DFS store at Hysan Place underwent an interior makeover with an enriched assortment across beauty and fragrances, sunglasses, toys and gifts, as well as the reveal of a dedicated space for its ‘Beauty Collective’ concept.
The Moodie Davitt Report was represented at the opening by China Editor Penelope Zhou.
Since its soft launch in January, DFS noted the Beauty Collective line-up has been expanded to house a selection of new brands across the four pillars of Lifestyle, Skincare, Haircare and Technology. The immersive space allows customers to engage with the most coveted beauty brands from around the world, the retailer said.
Beauty Collective also offers bespoke interactive and personalised consultations, including skin and hair analysis, one-on-one tailored regimen recommendations and a Try & Love complimentary three-day beauty trial kit for those seeking new beauty staples.
DFS Group Beauty Global Senior Vice President Amael Blain said: “DFS Beauty Collective has ignited a beauty revolution. With an extraordinary range of exclusive brands, we are redefining the shopping experience for our customers, who have embraced this first-to-DFS concept with open arms.
“As we continue our mission to push the boundaries of beauty retail, we’re grateful to our brand partners and the trust and loyalty of our customers. Together, we’re creating a vibrant community here at our beautiful store in Hysan where beauty enthusiasts thrive.”
In addition to the DFS curation of in-demand beauty brands and cult favourites, ten highly sought-after artisanal fragrance brands such as Le Labo, Byredo, Penhaligon’s and Maison 21G, as well as Matière Premiere which is sold exclusively at DFS, have been added to the line-up for an elevated sensory shopping journey.
To complement the enhanced focus on lifestyle and self-expression, DFS has also debuted a newly designed sunglasses wall that houses a diverse selection of on-trend eyewear from international brands, including Fendi, Celine, YSL, GUCCI, Balenciaga and more. Additionally, an updated toys and gifts zone has been introduced.
DFS Group President Hong Kong & Macau Johan Pretorius commented: “At DFS, we put customers at the centre. We wanted to push retail boundaries and reshape expectations of what an ultimate shopping experience can be.
“The vision comes to life through meaningful brand partnerships, exceptional service and spaces that encourage discovery at every turn. The redesign also demonstrated DFS’s unique proposition in attracting incremental footfall with unparalleled experiences.”
As part of the store’s opening offers, from now until 19 May shoppers can enjoy up to -50% off on over 80 selected beauty brands and up to -30% off on selected sunglasses. Daily beauty surprises can be won by shoppers up to a total value of HK$180,000 upon spending HK$2,000 or more during May.
From now until 31 May, limited-edition travel-themed collectibles created in collaboration with artist matsui, including an exclusive luggage tag and stickers, can be redeemed upon eligible purchases.
The store is offering beauty experiences and workshops from over 20 selected brands including fragrance bottle engraving, fragrance, hair and skin consultations, for a limited time only. 
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