Douglas is the number one premium beauty retailer in Europe with more than 300,000 products in online stores, partner programmes and around 2,000 shops in 26 European countries. In 2020/21, Douglas made sales of €3.1 billion in the areas of perfumery, decorative cosmetics, skin and hair care, nutritional supplements, health and accessories. Douglas also boasts one of the largest loyalty programmes in Europe, with over 40 million Beauty Card holders.
In order to remain a leader in the future, Douglas has committed itself to the Digital First principle. The multidimensional Douglas system calls for a unified service structure. Douglas chose DEPT® as its partner to implement this complex strategy. Thanks to its full service specialisms and global scale, DEPT® is able to provide Douglas with targeted support in a wide range of areas such as design, data consulting, SEO and digital marketing campaigns. One client, one agency and one big goal for the future: #FOWARDBEAUTY.digitalfirst
Product Design & Content
After an extensive corporate identity update as part of its rebrand in 2018, DEPT® revised the design of the entire online presence for the online store relaunch, including UX, UI and content across all markets. In addition, DEPT® developed the Douglas design system, and supported Web3/Virtual Experiences, live shopping on the Douglas LIVE channel, digital branding and guidelines, and email marketing.
DEPT® had already coordinated and managed the SEO optimisation for three countries for Douglas in 2014. In 2020, the support grew to up to 14 markets, with more to follow. With quick wins as well as extensive measures, Douglas together with DEPT® succeeded in improving long-term performance sustainably.
The modern, scalable data intelligence landscape paves the way to a data-driven future. The DEPT® data and intelligence team takes care of data consulting and a specially developed Data Intelligence Hub (MVP) for Douglas. The Data Partner Portal (MVP) was developed by DEPT® and enables partners and brands to access data insights and evaluate complex metrics.