DOUGLAS relaunches Beauty Loyalty Programme – leading in Europe. The DOUGLAS Group has reintroduced its renowned beauty loyalty programme, the DOUGLAS Beauty Card, enhancing its offerings with increased personalisation and targeted rewards for omnichannel shopping. Now boasting around 59 million members across Europe, the revitalised programme features three tiers designed to improve the customer experience both online and in-store. The initiative is bolstered by a comprehensive 360-degree marketing campaign aimed at growing customer loyalty and sales.
DOUGLAS relaunches Beauty Loyalty Programme – A New Era for the Beauty Card
In a significant move for the beauty retail sector, the DOUGLAS Group has unveiled a revamped version of its renowned loyalty programme, the DOUGLAS Beauty Card. Originally launched 30 years ago in Germany, this programme has evolved into one of the industry’s largest, currently serving approximately 59 million members. This relaunch aims to provide a more personalised and emotionally engaging shopping experience for customers, emphasising the importance of customer loyalty in driving business success.
Eva Molsich, Senior Vice President of Group CRM & Analytics at DOUGLAS, stated that the programme’s enhancements are focused on creating a stronger bond between the company and its customers. The goal is not merely to reward purchases but to build long-lasting loyalty that translates into increased buying frequency.
DOUGLAS relaunches Beauty Loyalty Programme – Enhanced Omnichannel Experience
At the core of the revitalised DOUGLAS Beauty Card is its commitment to an omnichannel ethos. This reflects the company’s broader “Let it Bloom” strategy, which seeks to refine the customer experience across both online and offline platforms. The new programme seamlessly integrates 1,900 DOUGLAS and NOCIBÉ stores with online shopping, allowing customers to access exclusive beauty benefits regardless of how they choose to shop.
The programme introduces a tiered structure consisting of three levels: Beauty Card, Beauty Card Gold, and Beauty Card Platinum. Customers accumulate points through their purchases, which determines their tier status and associated benefits, including personalised gifts, beauty service rewards, and exclusive event access. This structure encourages customers to shop more frequently and engage more deeply with the brand.
DOUGLAS relaunches Beauty Loyalty Programme – The Physical and Digital Card Options
In keeping with contemporary sustainability considerations, customers can now opt for either a digital or physical version of the DOUGLAS Beauty Card. The new physical card is crafted from at least 98% recycled plastic, enhancing its environmental credentials. The design features a modern, mint-coloured aesthetic, aligning with DOUGLAS’ premium image while also appealing aesthetically to consumers.
Comprehensive Marketing Campaign – OUR BEAUTY, YOUR BENEFITS. AGAIN & AGAIN
The launch of the new loyalty programme is supported by an ambitious international marketing campaign entitled “YOUR BEAUTY, YOUR BENEFITS. AGAIN & AGAIN.” This 360-degree campaign seeks to raise awareness and entice existing and potential customers. The campaign prominently features a mint-coloured Beauty Card frame that connects various visual elements while highlighting the programme’s benefits. A clear focus is placed on moving the customer experience from merely transactional to personal and engaging, thereby reinforcing the value of the loyalty programme.
Gradual Rollout Across Europe – initial launch in the Netherlands and Belgium
The new Beauty Card programme is set to be introduced progressively across the DOUGLAS Group. Following its initial launch in the Netherlands and Belgium, additional countries such as Switzerland, Italy, Germany, Austria, Hungary, Poland, and Lithuania are expected to adopt the programme throughout 2025. This phased rollout aims to standardise the programme across all markets as part of the Group’s larger IT harmonisation strategy.
About the DOUGLAS Group
The DOUGLAS Group stands as Europe’s leading omnichannel destination for premium beauty products, encompassing retail brands such as DOUGLAS, NOCIBÉ, Parfumdreams, and Niche Beauty. The company offers a diverse range of products, including fragrances, makeup, skincare, hair care, and beauty accessories in around 1,900 stores, as well as online. With a strategic focus on enhancing customer experience and embracing an omnichannel model, the DOUGLAS Group continues to position itself at the forefront of the beauty retail industry. In the financial year 2023/24, the Group reported impressive sales of €4.45 billion and was recognised by Forbes as the World’s Top Company for Women among retail and wholesale businesses.
[Text: epcnews/Photo: Douglas]