FIRST CLASS BEAUTY
Art direction, Visualization, Prop Design
Tadaffee Taksen | Design Director
Rachel Ching | Visual Designer
First Class Beauty(FCB) is one of the biggest yearly campaigns of DFS which activates in 24 stores around the world. It allows customers to access the latest trends and pro tips. In 2018, DFS collaborated with Meitu, a leading image editing software in China. In order to enhance customer’s retail journey, the idea of Lip Bar was developed as the platform where customers can mix and match various make-up looks with live products and the app.
As a yearly campaign, it had been using the same visuals for the past years. Pink is also the key colour for the campaign. So the challenge was using the same colour palette but to create more impactful visual to revamp the campaign and a photo opportunity to attract customers.
"Beauty taking over" is the key message for FCB 2019. We came up with a giant gorilla taking over our windows across 5 locations. In each location, the gorilla holds a localized object as the business is travel retailer, e.g. it holds a Hong Kong Taxi in Hong Kong downtown store and a durian in Singapore.