Dreame and Luxury Escapes have launched a consumer campaign in Australia, centred on a Maldives holiday prize worth up to AUD $20,000.
The partnership connects Dreame's beauty and personal care products with Luxury Escapes' travel brand through a content series, retail activations and a purchase-led prize draw for Australian customers.
Newlyweds Lily and Jett Kenny, known from The Amazing Race, feature in campaign material filmed at Meyyafushi Maldives. The series is designed to place Dreame's styling, skincare and grooming products in travel and leisure settings.
Eligible customers who buy participating Dreame Beauty & Personal Care products from authorised retailers can enter the draw for a package that includes return international flights to Malé, a five-night stay at Meyyafushi Maldives and return transfers.
The promotion applies to selected hair dryers and stylers, the Chrona LED Light Therapy Mask, the Astra IPL hair removal device and men's grooming tools. Customers must keep their receipt and submit their purchase details to enter.
Store activations
Alongside the national promotion, the companies are introducing in-person styling sessions at Luxury Escapes stores in Sydney and Melbourne. The pop-up Dreame Styling Stations will give visitors hands-on demonstrations of Dreame's beauty products.
The first activation is scheduled for Bondi Junction in Sydney, followed by Chadstone in Melbourne. The events are intended to let shoppers try products before buying.
The campaign also reflects Dreame's broader push to expand its Beauty & Personal Care range in Australia, where it is better known for home appliances such as robot vacuums. Featured products include the AirStyle Era 8-in-1 Hair Styler, the Chrona LED Light Therapy Mask and the S8 Smart Multi-Beard Shaver.
Harold Xu, Head of Marketing ANZ at Dreame Technology, said the company is seeing demand for products that combine convenience with more aspirational lifestyle marketing.
"Australians are increasingly seeking products and experiences that combine innovation, convenience and a touch of luxury," Xu said.
"Our collaboration with Luxury Escapes brings together premium travel and beauty technology, showcasing how Dreame's growing personal care range can elevate everyday routines, whether at home or on holiday. Through this partnership, we're excited to introduce more Australians to our innovative beauty and grooming solutions while giving them the chance to experience an unforgettable escape to the Maldives."
Brand crossover
For Luxury Escapes, the arrangement extends its media and brand partnership activity into retail touchpoints and consumer products. By using its store network as part of the campaign, the travel company gives Dreame direct access to shoppers in high-footfall locations.
Chris Neill, General Manager of Media & Brand Partnerships at Luxury Escapes, said the campaign was built around the overlap between travel planning and personal presentation.
"We're always looking for ways to make a holiday feel special, and this partnership brings together two things our customers love: discovering a beautiful destination and feeling their best while they're there. From our Maldives content series to in-store styling experiences, it gives customers a taste of the escape and the opportunity to experience it for themselves."
The campaign also highlights how consumer technology brands are seeking broader lifestyle associations as they expand into personal care. For Dreame, that means positioning hair styling, skincare and grooming products beyond traditional electronics retail channels.
Founded in 2017, Dreame built its business around home appliances and has been increasing investment in personal care products. It has filed more than 2,000 patent applications globally and has expanded across floor care, personal care and smart home segments.
In Australia, the latest campaign adds a travel partnership to that strategy, using a prize-led promotion and store demonstrations to raise visibility for its beauty range.