DFS Marks 12th Anniversary of First Class Beauty “Run the Show, Define Your Glow” (HK & Macau)

DFS, the world’s leading luxury travel retailer, is bringing beauty to the center stage with the 12th edition of its annual campaign, First Class Beauty, running throughout August 2026 across Hong Kong and Macau.

This year’s theme, “Run the Show, Define Your Glow”, turns every shopper into the main character. Expect immersive brand journeys, exclusive activations, limited-time offers, and premium services from some of the world’s most iconic beauty houses.

With more than 30 leading beauty, fragrance and skincare brands joining the celebration, DFS invites you to discover your signature look, then elevate it in truly unforgettable ways.

Beauty Night Out: Where the Spotlight Lit Up First (Macau Edition)

The campaign kicked off in style with Beauty Night Out, an exclusive launch event co-hosted with Galaxy Macau on 1 August 2026.

From 4:00 PM to 6:00 PM, DFS loyal customers and partners enjoyed a first look at what’s to come across the month featuring:

•⁠ ⁠Live entertainment and dazzling show moments

•⁠ ⁠Interactive games and immersive beauty experiences

•⁠ ⁠One-night-only exclusive guest highlights

•⁠ ⁠A special appearance by Grace Chan

•⁠ ⁠Activations from Dior, Estée Lauder, La Mer, La Prairie, Lancôme, and Yves Saint Laurent

Built around the campaign promise, the night was designed to make sure every guest felt the glow of the spotlight, because in First Class Beauty, you don’t just shop… you run the show.

“First Class Beauty has become one of DFS’s most anticipated annual campaigns, reflecting our continued dedication to drive beauty as a strategic category and our commitment to elevating the customer experience across our destinations,” said Yvonne Chan, Chief Operating Officer, China Duty Free Group. “By bringing together world-class brand partners, exclusive experiences and rewarding customer engagements, we continue to strengthen DFS’s position as a leading destination for beauty in travel retail.”

More Than 30 Beauty Brands. Two Signature Journeys. One Glow; Yours.

Across the month, shoppers can look forward to exclusive brand activations, discovery sessions, and campaign rewards, anchored by two standout beauty houses that bring the theme to life through distinct journeys:

Glam Up Journey: Yves Saint Laurent Beauty

Yves Saint Laurent Beauty turns up the energy with its Lovestore universe, inspiring bold self-expression through:

•⁠ Makeup masterclasses

•⁠ Immersive brand experiences

•⁠ Hero collection discoveries including Pure Shots

Create your signature glow with YSL—made for your style, your mood, your moment.

Glow Up Journey: Lancôme

Lancôme redefines luminous skin through skincare expertise and personalized rituals, featuring:

•⁠ Skincare consultations

•⁠ Exclusive hand massage experiences

•⁠ Discoveries from its iconic skincare portfolio

Experiential Luxury Retail: Limited-Edition Rewards Await

First Class Beauty isn’t just about products; it’s about the experience.

Throughout August, DFS shoppers can enjoy:

•⁠ Limited-edition travel sets

•⁠ Gifts-with-purchase

•⁠ Exclusive campaign rewards across participating brands

Plus, for added excitement: Spend HKD/MOP 888 or above to take part in interactive in-store activations for a chance to win rewards from a multi-million-dollar prize pool.