Douglas, one of the leading companies in Europe's beauty sector, is beginning the implementation of a new strategy aimed at creating a new brand image. The most important changes include: a new logo, a new company mission and a new visual communication concept.
The new #FORWARDBEAUTY strategy
The #FORWARDBEAUTY strategy, created by Tina Müller, CEO of Douglas Europe, aims to modernise the brand and strengthen its market position. By the end of 2019, more than 2,000 Douglas perfumeries across Europe will receive a new logo and a redesigned interior, with a total of tens of millions of euros being invested in the new brand strategy.
Thanks to the new strategy, we will ensure excellent visibility for the modernisation of the Douglas network. The beauty care market is changing rapidly, and Douglas is the main driver of these changes. In recent months we have made significant investments in development to strengthen our leading position in the European market and expand our operations. Thanks to the new brand strategy, the modernisation of the Douglas network will be more clearly visible than ever before, and this is a key point of our #FORWARDBEAUTY strategy, says Tina Müller
A logo combining tradition with modernity
The new logo, designed by Peter Schmidt, combines tradition and modernity. Its task is to emphasise strength and self-confidence. The interlocking letters 'D' and 'O' symbolise a close relationship with customers. The only element reminiscent of Douglas's previous logo is the mint colour.
Ambassadors of the new image
As part of the new visual communication concept, the famous photographer Peter Lindbergh took beautiful black-and-white photographs of the brand's new ambassadors, including Cara Delevingne, Amber Valletta, Alexa Chung, Lineisy Montero, Jon Kortajarena and international influencer Caro Daur. The photographs have changed the look of Douglas perfumeries, websites and other distribution channels.
What do you think of Douglas's new image? Are you more likely to visit one of its stores now?
Summary
Douglas is entering a new era under the slogan #FORWARDBEAUTY. The modernisation will cover more than 2,000 perfumeries across Europe — a new logo designed by Peter Schmidt and black-and-white campaigns featuring well-known models and influencers are meant to emphasise closeness to customers. The mint colour remains the only element referencing the previous identity. The strategy is intended to strengthen the company's position in a changing beauty market.
