The global travel retail market has rebounded strongly over the past 12 months, posting revenues of US$51.28 billion in 2021. Over the next five years, worldwide sales in the sector are expected to reach US$96.21 billion, reports Fortune Business Insights.

The DFS Group is the world’s leading travel retailer and is majority owned by LVMH, the world’s largest luxury conglomerate. The company operates in 14 countries, including Australia and New Zealand.

Australasia is a hotspot for the global player. In 2018, DFS opened newly renovated T Galleria stores in The Rocks precinct in Sydney and the Auckland CBD. At the end of the year, a new tri-level T Galleria will debut in the historic Printery Building on Queen’s Wharf in Brisbane.

Beauty is a major cash cow for DFS and the company has launched its largest-ever Annual Beauty Campaign. The event will run from August 1st to September 30th in select DFS locations around the world, including Sydney, Auckland, Hong Kong, Honolulu, Los Angeles, New York and San Francisco. Abu Dhabi and Bali will get their turns from September 1st to October 31st.

Entitled Open Up Your Horizons, this year’s campaign allows travellers to discover DFS’ huge beauty offerings from premium skincare to fragrances. For the first time, the company will include a “virtual universe”. The Future You theme will help consumers to “get metaverse ready” through luxury cosmetics and fragrances inspired by digital filters and virtual worlds.

In-store activations and other channels will also showcase two other beauty themes. Effortless, Not Lazy, which targets low-maintenance luxury beauty lovers, and Stay Up, Glow Up, which focuses on late-night party looks and morning-after skincare.

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, says Long Chiu, Executive Vice-President Digital Ventures, DFS Group.

“Now, we are very excited to welcome our customers to an entirely new universe created especially for them to experience the very best in beauty retail in a whole different dimension”.

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