German retailer Douglas launches new brand strategy

German retailer Douglas launches new brand strategy

German retailer Douglas has rolled out a new brand strategy across Germany and 16 European countries.

The revised strategy will include a new look, logo, mission statement and ‘visual language’ and comes as part of the five central pillar strategies of the #forwardbeauty strategy initiated by Douglas CEO Tina Müller, with the aim to strengthen the company’s market position.

Müller said, “The beauty market is changing rapidly and Douglas is a key driver of this change. We have heavily invested in recent months in the development of our business in order to strengthen and expand our leading market position in Europe. With the new brand strategy, we ensure the continuing high visibility of Douglas’ modernization – an important milestone in our #FORWARDBEAUTY strategy.”

As part of the new strategy the online retail arm of Douglas will get a new look, while the Douglas high street stores will get a refurbishment to include the new logo.

New visuals have also been shot as part of the development, with photographer Peter Lindbergh having shot black and white photos of Cara Delevingne, Amber Valletta, Alexa Chung, Lineisy Montero and Jon Kortajarena as well as German influencer Caro Daur.

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