{"id":4390745,"date":"2022-06-03T16:29:32","date_gmt":"2022-06-03T14:29:32","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/the-beauty-lies-in-the-design\/"},"modified":"2025-12-05T17:07:33","modified_gmt":"2025-12-05T15:07:33","slug":"the-beauty-lies-in-the-design","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-in\/case\/the-beauty-lies-in-the-design\/","title":{"rendered":"The beauty lies in the design"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Douglas<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >The beauty lies in the design<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/06\/29_Brand_Equity_Additional_Preview_010221-310123_CLEAN_LF-scaled.jpg\"\n\t\t\t\t\talt=\"Close up of a model with a red lip\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tTech &amp; Data\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >Europe&#8217;s leading premium beauty platform, Douglas, has embarked on a digital-first strategy that puts further expansion of its high-growth e-commerce at the centre. DEPT\u00ae has been developing solutions for Douglas for four years as part of its #forwardbeauty.digitalfirst strategy. In addition to focusing on optimising the customer experience and content of its online store, we also deliver unique, creative content for other touchpoints.<\/p><\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t+4 years\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tcollaboration\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t+200 live shows\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tsupported\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Skincare for an international brand<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The rebranding of Douglas began in 2018 with an extensive corporate identity update. The focus was on the redesign of the 50-year-old logo, as well as a new, modern visual language, which was significantly influenced by campaign images by star photographer Peter Lindbergh.\u00a0<br><br>DEPT\u00ae came into play for the first time as part of this rebranding. Since the corporate identity update was primarily implemented for the print sector in the first step, Douglas needed a competent partner agency to adapt the new corporate identity from print to digital. Within this digital branding, we mainly translated colours, fonts and Peter Lindbergh&#8217;s photography into a digital context. In addition, our UX and UI experts developed a completely new icon set.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/08\/Douglas_Case_Homepage.jpeg\"\n\t\t\t\t\talt=\"Douglas website shown in mobile and desktop\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >First step: a soft facelift<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The next step was to make the newly developed CI visible. When it became clear that the relaunch of the Douglas online stores would take some time, but that the rebranding had to be experienced digitally as quickly as possible to ensure a consistent brand presence, DEPT\u00ae developed a facelift.\u00a0<br><br>The new fonts, colours, style elements and icons developed in the course of the rebranding and translated by us into a digital guideline, were used throughout the entire online shop. Spacing was recalculated and headers and footers were revised. With these adjustments, the DEPT\u00ae UX and UI team succeeded in helping the Douglas online shop achieve a measurable uplift in user experience. The facelift went live in 2018, the year of the Douglas-wide rebranding.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/08\/Douglas_Case_Magazin_Teaser.jpeg\"\n\t\t\t\t\talt=\"Douglas website shown in different screens\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Iterative rebuilding in the background<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>Parallel to the facelift, DEPT\u00ae started with the redevelopment of the new store. While the software development company Netconomy was responsible for the technical implementation of the Douglas relaunch, DEPT\u00ae developed the UX and UI design. As part of the relaunch, DEPT\u00ae provided an uplift in the area of joy of use, for example, with the help of animated micro interactions.<br><br>The first go-lives were celebrated in 2019 with the relaunch of the Douglas online stores in Switzerland, Austria and Poland. Based on these comparatively small markets, the upcoming German launch could be optimised thanks to the learnings generated. To this day, we are involved in the continuous feature development of the Douglas online shops.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/06\/Douglas_Case_Detailpage_Cockpit_v1.jpg\"\n\t\t\t\t\talt=\"Douglas website, showing lipstick\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Sustainable brand design: design with a system<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>In contrast to a pattern library or a style guide, a design system not only contains reusable interface components, but is a comprehensive description of the cross-channel design language of a brand. With the help of a design system, a wide variety of digital products, websites and apps can be uniformly designed.<\/p><\/div>\n\t\n\t<\/div>\n\n<blockquote class=\"block-case-quote\" data-animation-timeline>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"1\">\u201c<\/span>\n\t<p\tclass=\"text text-sans-24 block-case-quote__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-timeline-item=\"2\" data-timeline-at=\"&lt;\" >DEPT\u00ae has developed a component-based design concept for Douglas, which forms the basis for our shop relaunch in the first step. In addition, it is the basis for a new digital design system, which is now constantly being developed holistically and across touchpoints.<\/p>\t<br \/>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"3\" data-timeline-at=\"-0.5\">\u201d<\/span>\n\n\t<p\tclass=\"text text-sans-16 block-case-quote__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.015\" data-timeline-item=\"4\" data-timeline-at=\"-0.5\" >Alexander Storck, Head of UX, Douglas<\/p><\/blockquote>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/06\/Douglas_Case_Detailpage_Cockpit_v2.jpg\"\n\t\t\t\t\talt=\"Different shots of Douglas&#039; website\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>At the end of 2019, Douglas decided to implement our digital design system as a future &#8220;single source of truth&#8221;. Within the design system, all design elements are created, described in detail, and made accessible to employees, so that they can be used across countries for the design of various components of the Douglas online shop. The in-house design system thus leads to a sustainable design process that is constantly documented using the zeroheight and Figma tools.<\/p><\/div>\n\t\n\t<\/div>\n\n<div class=\"video video__type--local block-video__video\">\n\t<div\n\t\tclass=\"video__player block-video__video plyr__video-embed js-video-player\"\n\t\tdata-provider=\"local\"\n\t\tdata-ratio=\"sixteen-nine\"\n\t\tdata-autoplay=\"true\"\n\t\tdata-loop=\"false\"\n\t\tdata-muted=\"true\"\n\t\tdata-background-mode=\"false\"\n\t\tdata-auto-pause=\"true\"\n\t\tdata-controls=\"progress,mute,play,forward,rewind\">\n\n\t\t\t\t\t<video\n\t\t\t\tclass=\"video__ratio--sixteen-nine\"\n\t\t\t\tautoplay>\n\t\t\t\t<source src=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/06\/201014_32989_BADE_DOUGLAS_MAIN_16x9.mp4\" type=\"video\/mp4\" \/>\n\t\t\t<\/video>\n\t\t\t<\/div>\n\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Douglas goes live shopping<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The demand for comprehensive online advice is visibly increasing, with the store closures caused by the Corona pandemic having greatly accelerated this trend. In March 2020, Douglas successfully launched the <a href=\"https:\/\/www.deptagency.com\/en-au\/insight\/dept-takes-live-video-shopping-to-a-new-level-with-douglas\/\" target=\"_blank\" rel=\"noreferrer noopener\">live shopping channel Douglas LIVE<\/a>. After the summer break, the beauty retailer took the format to the next level with Douglas LIVE &#8211; THE LIVE CHANNEL FOR BEAUTY using the new technology Livebuy and a completely new look.<br><br>For the launch and the daily shows, we created the new digital branding including logo and style elements. Content assets as well as videos for Douglas LIVE are provided by DEPT\u00ae. To date, DEPT\u00ae has created content assets for almost 350 shows and accompanies Douglas on its way to becoming an on-stop inspiration platform for beauty &amp; healthcare.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2022\/06\/Douglas_Case_Live.jpg\"\n\t\t\t\t\talt=\"Douglas&#039; partnerships\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"copy-only\"\n\tdata-content-align=\"center\"\n>\n\t<p\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >DEPT\u00ae and Douglas: Highlights<\/p><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t\n<ul\n\tclass=\"list text-sans-24 block-list__list\"\n\t>\n\t<li>Development of a scalable, reliable e-commerce platform &#8211; multilingual, multi-currency, multi-market<\/li><li>Fully integrated loyalty programme with more than 44 million loyalty card holders<\/li><li>Implementation of a design system that can be used across countries<\/li><\/ul>\n<\/div>\n\t\n\t<\/div>\n\n<blockquote class=\"block-case-quote\" data-animation-timeline>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"1\">\u201c<\/span>\n\t<p\tclass=\"text text-sans-24 block-case-quote__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-timeline-item=\"2\" data-timeline-at=\"&lt;\" >Together with DEPT\u00ae, we are continuously optimising the digital beauty shopping experience in a customer-centric way to further expand our position as the No. 1 online beauty business in Europe.<\/p>\t<br \/>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"3\" data-timeline-at=\"-0.5\">\u201d<\/span>\n\n\t<p\tclass=\"text text-sans-16 block-case-quote__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.015\" data-timeline-item=\"4\" data-timeline-at=\"-0.5\" >Vanessa St\u00fctzle, EVP Ecommerce &amp; CRM, Douglas<\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"DEPT\u00ae delivers unique and creative content for various touchpoints for Douglas&#8217; digital-first strategy #forwardbeauty.digitalfirst.","protected":false},"author":40,"featured_media":4390755,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":[],"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#1027EF","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[79],"case-category":[42927],"award":[],"person":[833],"case-industry":[42943],"class_list":["post-4390745","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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