THE WHAT? DFS Group has opened its travel retail beauty metaverse named DFS World, which has been launched in conjunction with its biggest annual beauty campaign. 

THE DETAILS The metaverse offers exclusive DFS NFTs; allows users to discover interactive experiences, displays and limited-time offers from beauty brands; and experience an array of in-store activations.

The ‘Open Up Your Horizons’ campaign features three themes; Effortless Not Lazy, Stay Up, Glow Up, and Future You. 

Virtual characters guide visitors through a series of games and experiences, with DFS Group stating, “Try your luck at catching a special edition DFS butterfly NFT at the Landing Zone or test your reflexes with the speed challenge at the NFT Wonderland.”

The metaverse also offers experiential multi-brand and premium brand zones from Guerlain, Estée Lauder, YSL Beauty and Giorgio Armani, and will run across global locations including Abu Dhabi, Auckland, Guam, Hong Kong, Honolulu, and Los Angeles.

THE WHY? The metaverse is said to allow users to discover the ‘limitless possibilities of beauty’, from premium skincare and fragrances to new and emerging trends, according to TR Business.