DOUGLAS launches international brand campaign platform. With its brand campaign platform ‘WELCOME TO BEAUTIFUL’, the European beauty retailer DOUGLAS Group is focusing on consistent and inclusive brand communication that works across all channels. The aim is to strengthen brand awareness and build long-term value by introducing customers to a diverse and inclusive world of beauty. The campaign will be implemented in various promotions such as Singles Day, ‘Beauty Friday’ and Christmas, focusing on a clear, recognisable visual line.
DOUGLAS launches international brand campaign platform ‘WELCOME TO BEAUTIFUL’
The DOUGLAS Group, a leading omnichannel provider in the premium beauty sector, has launched a new brand campaign platform under the motto ‘WELCOME TO BEAUTIFUL’. It serves as an overarching narrative and creative guideline for brand communication in all markets and channels. With the launch of the campaign in October 2025, DOUGLAS aims to further strengthen the brand and present customers with an inspiring and inclusive world of beauty.
The focus is not on the ideal image, but on diversity and authenticity
The leitmotif ‘WELCOME TO BEAUTIFUL’ invites customers to experience beauty as an expression of individuality, diversity and self-expression. Rik Strubel, EVP Group Marketing at DOUGLAS, describes the campaign as a response to customers’ desire for belonging and an understanding of beauty that goes beyond traditional beauty standards. The campaign shows different people using beauty as a means of personal expression. The focus is not on the ideal image, but on diversity and authenticity.
Uniform design through visual elements and creative partners
A recurring design element of the campaign is the colour mint, which is present in all visual materials, creating a uniform framework. The campaign was conceived by the creative agency THJNK and implemented in collaboration with photographer Anna Daki and director Stini Roehrs. Production was managed by Stink Berlin and RENEGAT Berlin. This professional collaboration between various creative partners ensures consistent and appealing implementation of the campaign content.
Brand campaign platform as a strategic communication umbrella
The new platform will serve as a creative umbrella for all DOUGLAS Group brand campaigns in the future. By bundling marketing communications under a unified narrative, the aim is to increase brand awareness and build long-term brand value. Rik Strubel emphasises that the DOUGLAS Group wants to present itself with a strong and distinctive voice in order to position itself in the international market.
Multi-channel strategy for a coherent brand experience
In line with the DOUGLAS Group’s omnichannel model, the brand campaign platform will be activated across all communication channels. These include traditional media such as TV, print and out-of-home, as well as digital channels and brick-and-mortar stores. The aim is to create a consistent and coherent brand experience that appeals to customers at all touchpoints.
First campaigns for Singles Day, ‘Beauty Friday’ and Christmas
Following the official launch in October, the first campaigns will be rolled out on the platform, timed to coincide with important sales highlights. These include Singles Day, ‘Beauty Friday’ (formerly Black Friday), which has been redesigned by DOUGLAS, and the Christmas season. Each of these campaigns has distinctive elements tailored to the respective occasion, but remains connected to the overarching platform through a common storyline and visual design. For example, mint-coloured gifts are a distinguishing feature of the Christmas campaign.
Significance for German perfumery retailers and cosmetics manufacturers
The campaign shows how strong, consistent brand communication can be implemented across different channels to appeal to customers on an emotional level and strengthen brand loyalty. Cosmetics manufacturers can benefit from clear positioning and a focus on diversity and individuality by presenting their products in a modern and inclusive environment. The international orientation and omnichannel approach also underscore the importance of an integrated communication strategy that takes both digital and brick-and-mortar sales channels into account. This is an important note for the German market, which is also increasingly moving towards connected customer experiences.
[Text: ecpnews/Photo: Douglas Group]