“WELCOME TO BEAUTIFUL”: DOUGLAS Group launches brand campaign platform

• Brand campaign platform as creative roof for international brand communication across channels, strengthening brand recognition and building long-term equity
• Motto „WELCOME TO BEAUTIFUL“ invites customers to explore an unlimited world of beauty, inspiration, and self-expression
• International 360-degree kick-off with brand campaign, followed by first campaign executions under the brand campaign platform for Singles’ Day, Beauty Friday, and Christmas

Düsseldorf, 29 September 2025 – The DOUGLAS Group, Europe’s number one omnichannel premium beauty retailer, launches its new international brand campaign platform with the motto “WELCOME TO BEAUTIFUL”, inviting customers to explore all that beauty has to offer. As of today’s launch, the brand campaign platform will serve as an overarching narrative and unifying creative strategy for brand communication across all markets and channels, further strengthening the DOUGLAS brand.

“WELCOME TO BEAUTIFUL” – an invitation

“Our new brand campaign platform, “WELCOME TO BEAUTIFUL”, reflects our commitment to opening the door to an unlimited world of beauty that is more than skin-deep. We invite our customers to a place of inspiration, exploration, and self-expression, where they feel understood, seen – and most of all welcomed”, said Rik Strubel, EVP Group Marketing at the DOUGLAS Group. “Today, customers crave a sense of belonging, where beauty is not defined by rigid standards, but celebrated in all its forms. That’s exactly what DOUGLAS stands for, and what we want to convey with our new brand campaign platform.”

The campaign photos and videos feature a diverse range of people united by their passion for beauty as a means of individual self-expression. They emphasize beauty as an embodiment of confidence, diversity, and individuality. The brand color mint acts as a recurring element in all campaign assets, creating a unifying creative frame. The campaign platform was conceptualized by the creative agency THJNK and jointly developed further. Photographer Anna Daki and director Stini Roehrs realized the campaigns. Production was managed by Stink Berlin and RENEGAT Berlin.

One creative roof

Going forward, the brand campaign platform will serve as the overarching narrative and unifying creative strategy for future brand campaigns. “By aligning our marketing communication under one creative roof, we strengthen brand recognition, build long-term equity, and speak with one powerful, distinctive voice”, explained Rik Strubel.

In line with the DOUGLAS Group's omnichannel model, the brand campaign platform will be activated internationally across all channels – including TV, print, out-of-home, online, and stores – for a consistent and cohesive brand experience. Following its kick-off in October, the first campaigns to be launched under the brand campaign platform will be Singles’ Day, “Beauty Friday” (“Black Friday” as renamed by DOUGLAS), and Christmas. While each campaign has distinctive elements tailored to the occasion — such as mint-colored gifts for Christmas — they are recognizably linked by a unifying storyline and visual design, which underlines the versatility of the brand campaign platform.