Douglas starts rollout of new brand strategy

  • Over 2,000 stores in Europe and the Douglas digital channels receive new look
  • Logo, mission statement, and visuals underline premium approach
  • Europe’s largest Douglas store in Frankfurt to be refurbished by end of September
  • Douglas invests a total of a double-digit million Euro amount in new brand strategy
  • CEO Tina Müller: “With the new brand strategy we ensure the continuing high visibility of Douglas’ modernization.”

Düsseldorf, 6 August 2018. Douglas, one of the leading beauty retailers in Europe, will present itself with a new look in Germany and 16 further European countries. Key features of the fundamentally revised brand strategy are a new logo, a new mission statement and new visual language. The brand’s relaunch is one of the five central pillars of the #FORWARDBEAUTY strategy initiated by Douglas CEO Tina Müller. The aim of the strategy is to further strengthen Douglas’ market position by, among other things, upgrading and rejuvenating the brand.

“The beauty market is changing rapidly and Douglas is a key driver of this change. We have heavily invested in recent months in the development of our business in order to strengthen and expand our leading market position in Europe. With the new brand strategy, we ensure the continuing high visibility of Douglas’ modernization – an important milestone in our #FORWARDBEAUTY strategy”, comments Tina Müller, CEO of Douglas.

From now on, the e-commerce platform, the online shops in 14 other European markets and Douglas' digital channels are presented in a new look. The Douglas stores in Europe, of which there are over 2,000, are set to be refurbished with the new logo and redecorated accordingly by the end of 2019. In Germany, customers have been able to experience the new store concept and logo in Kampen on Sylt since July. At the end of September, the flagship store on Frankfurt am Main’s shopping street Zeil, will reopen as the largest Douglas store in Europe after its extensive modernization.

New logo combines traditional aspects with modern aesthetics

The logo developed by Peter Schmidt Group in Hamburg combines traditional influences with modern aesthetics. As the most striking aspect of the renowned logo, Douglas’ typical mint tone is retained and the color ensures the brand’s recognition value, which has in turn allowed for a more significant change of typography.

“The new Douglas logo is premium and modern. Our customers’ reactions to the new logo have been very positive so far. It radiates the self-confidence that we wish to strengthen among our customers and highlights the premium character of the new Douglas”, comments Lucas van Eeghen, Chief Marketing Officer at Douglas. The capital letters in particular express strength and self-confidence. The interlinking letters “D” and “O” symbolize the close and loyal relationship that Douglas enjoys with its customers.

Douglas’ new strategic positioning is also reflected in the company’s new mission statement: “We encourage and inspire you to have the confidence to live your own kind of beauty”. CMO Lucas van Eeghen adds: “We want to encourage and inspire our customers to recognize their own beauty and to gain self-confidence. In everything we do, we do not only focus on the wishes of our customers today, but always ask ourselves what their needs will be tomorrow. This is the only way that we can develop Douglas from a premium retailer into a premium brand”.

Star photographer Peter Lindbergh introduces international top models onto the scene for Douglas

New visuals constitute the third element of Douglas’ new brand strategy. Star photographer Peter Lindbergh has shot black and white photos capturing the natural beauty of Cara Delevingne, Amber Valletta, Alexa Chung, Lineisy Montero and Jon Kortajarena as well as German influencer Caro Daur. Here too, the focus is on individual beauty and authenticity. The campaign images are used in Douglas stores, the online shop and digital channels.

The rollout of the new brand strategy is taking place step-by-step. Douglas invests a total of a double-digit million Euro amount in the new brand strategy.

About Douglas:

Douglas is one of the leading retailers in the European beauty industry with about 2,500 perfumeries and fast-growing online shops in 19 European countries. In the financial year 2016/17, the company generated sales of 2.8 billion Euros. Every day, around 20,000 dedicated beauty advisors strive to make their customers more beautiful and thus happier. Douglas has a portfolio of some 35,000 high-quality products in the areas of perfumery, decorative cosmetics and skincare. Providing excellent advice and a range of unique services, Douglas is one of the leading companies in the beauty market – both online and in stores.

Media contact:
Dr. Julia Sosnizka
International Communications Manager
Phone: +49 211 16847-585