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Creating a truly beautiful virtual experience


Douglas is Europe’s leading premium beauty platform. Offering more than 100,000 beauty and lifestyle products and generating sales of €3.2bn across its online shops, 2,400 stores and beauty marketplace, it inspires customers to live their own kind of beauty. Douglas partnered with Dept to translate its ‘Let’s Do Beautiful’ campaign into a digital format and celebrate beauty in all its diversity. At the centre of the campaign is an emotional and inspirational 3D experience that shows users how easy it is to be beautiful.

Beauty is multifaceted

The ‘Let’s Do Beautiful’ campaign was created in support of Douglas’ new direction in brand communication, delivering the motto: “nice is who does nice.” Dept worked with Douglas to make the campaign’s emotional and inspirational content tangible in a digital space, demonstrating how multifaceted the subject of beauty is.

The walk of beauty

We created a virtual exhibition experience, the “Walk of Beauty” that formed the heart of the campaign; presenting motifs and films and offering the user background information and interviews to deepen and strengthen the connection with the Douglas brand.

The exhibition is divided into several focus areas, where individual messages and moods are enhanced by 3D sculptures and special effects. The spatial dimensions are intended to be reminiscent of large international art galleries, and the experience is deliberately designed in a way that the room drifts into the surreal in some places. We adopted state-of-the-art technologies (WebGL and Three.js) to create a tangible virtual world through which users can navigate and explore the exhibition.

“‘Let’s do beautiful’ is an emotional and important appeal to look at beauty more comprehensively. With the virtual exhibition we want to inspire our customers to discover our brand values ​​and attitudes in a completely new way.”

Susanne Cornelius — CMO, Douglas Group

Creating true beauty in record time

The project was realised in a record time of only four weeks, rolled out internationally, and is available in five languages. This was achieved as a result of agile processes and a close, trusting relationship between Dept and Douglas experts, which enabled us to quickly make effective decisions and meet tight deadlines. 

Dept partnered with Douglas on every step of conceptualisation and delivery, including:

  • Ideation and rough concept
  • Conception of the exhibition and interaction in the virtual space
  • UI design front-end development of the navigation and static interface elements
  • 3D design and post production of the gallery
  • 3D front-end development and integration of the virtual experience
  • IT setup and deployment
  • QA and testing


Through the use of state-of-the-art technology, Douglas has once again positioned itself as a digital pioneer, showing how brands can visually and audibly tell stories in a virtual way to help people connect while underlining its own growth strategy #forwardbeauty.digitalfirst.

“With ‘Digital First’ as our basic attitude, we are pursuing the goal of constantly offering our customers new and innovative experiences and thus expanding Douglas into the largest online beauty and lifestyle marketplace. We can rely on Dept as a partner and source of inspiration.“

Tina Müller — CEO, Douglas Group

And finally...

The new virtual experience is the best example of how innovative technologies such as VR are not empty buzzwords, but can be used as a meaningful extension of brand strategy.

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