Tuesday, September 30, 2025

DOUGLAS Group unveils international brand campaign platform “WELCOME TO BEAUTIFUL” as a creative umbrella for brand communication

The DOUGLAS Group, Europe’s leading omnichannel provider for premium beauty, is introducing its new brand campaign platform under the motto “WELCOME TO BEAUTIFUL.” The goal is to create a comprehensive creative umbrella for international brand communication and further strengthen the brand for the long term.

“With our new brand platform, we open the door to an unlimited world of beauty. We invite our customers to feel inspired, understood, and above all welcome,” says Rik Strubel, EVP Group Marketing DOUGLAS Group. With this, DOUGLAS places diversity, individuality, and self-expression at the core of its brand strategy.

The campaign showcases people in their diversity, presenting beauty as an expression of confidence. The recurring mint brand color ensures a unified visual framework. The platform was conceptualized by creative agency THJNK and brought to life by photographer Anna Daki and director Stini Roehrs.

Going forward, “WELCOME TO BEAUTIFUL” will serve as a creative narrative and cross-channel strategy – spanning TV, print, online, and stores. Following the launch, DOUGLAS will debut its first campaigns for Singles’ Day, Beauty Friday, and Christmas. Each campaign is individually tailored yet connected through a common storyline and cohesive design.

With this approach, the DOUGLAS Group aims to expand its strong omnichannel positioning, boost brand awareness, and create long-term value.