What: DFS goes big in cosmetics by proposing new immersive concepts.

Why it is important: DFS is increasingly becoming a household retail brand in Asia.

DFS Group has introduced its 'Beauty Collective' concept in Hong Kong, aiming to enhance its beauty and fragrance retail offerings. This initiative was rolled out with the redesign of the T Galleria Beauty by DFS at Hysan Place, focusing on presenting unique and less accessible brands in the lifestyle, skincare, haircare, and technology sectors.

The Hysan Place store features 24 distinguished brands, including Aman Essentials, Argentum, Axxzia, Bachca, and Barneys New York. The 'Beauty Collective' concept is designed to provide an immersive shopping experience, creating a relaxed and inviting atmosphere for customers.

Additionally, DFS has introduced a specialized fragrance shopping experience at Galleria Beauty by DFS in Tsim Sha Tsui. This new offering focuses on artisanal perfumes and includes exclusive deals, further enhancing DFS's commitment to providing distinct and luxurious shopping experiences for its customers.

DFS launches “beauty collective” concept in Hong Kong