Apprenticeship, dual study programme or internship? At the DOUGLAS Group, we enable young talents to get started in the beauty industry In addition to our dual study programme in cooperation with FOM Düsseldorf, we offer internships and working student positions in various departments as well as different apprenticeships. This allows young talents who are interested in an exciting and varied career to take their first steps in the beauty industry.
Our programmes offer young talents the opportunity to develop their personal strengths in an innovative environment. In an interview with Daniel Müller, a third-year apprentice at our company, we dive into the world of visual marketing. The 28-year-old gives us exciting insights into his everyday working life and shares the highlights and challenges of his apprenticeship.
Dear Daniel, what inspired you to start an apprenticeship at DOUGLAS?
Personally, I have a great passion for everything related to beauty, which is why DOUGLAS immediately appealed to me as an employer. I am very interested in perfumes, skin care, and makeup. Since I do drag myself, I have a very special approach to creative looks, expressive makeup, and playing with identity. It's great to be able to incorporate my personal interests and experiences into my everyday working life and develop them further.
For me, it was therefore also very important that I could still be myself as an employee of a large and established company. At DOUGLAS, I have an environment where individuality is valued – that means a lot to me personally.
As part of your apprenticeship, you work in our visual merchandising department. Can you describe what a typical day as a apprentice there looks like? What are your tasks and projects?
I don't really have a fixed daily routine, as my tasks vary depending on the projects I'm currently working on. However, I am mainly responsible for the adaptation and production of point-of-sale materials for our own brands, such as DOUGLAS Collection, in the DACH stores. These materials include, for example, our changing window displays and the various displays in the store.
In consultation with our brand partners, we prepare briefings on the respective materials and create the corresponding designs together with our agency. Once these have been approved, we coordinate production and implementation in the stores. There are always new challenges during this process—but that's exactly what makes the work exciting and varied.
What do you particularly enjoy about visual merchandising?
I particularly enjoy the creative connection between aesthetics and strategy. I am fascinated by how carefully chosen designs, colors, shapes, and lighting can trigger emotions and stimulate impulse purchases.
Above all, the moment when an initial idea develops into a coherent overall picture in the store inspires me every time. It's a mixture of planning, creativity, and craftsmanship – that's what makes this profession so special to me.
Are there any mentors or colleagues who provide you with particular support during your training? If so, how?
Yes, definitely. My trainer is a very important confidante for me—she not only guides me professionally, but also personally through my training and is always open to questions or feedback.
I also really appreciate our entire team. Everyone is incredibly open, helpful, and happy to share their knowledge. There is a supportive atmosphere in which you feel confident to ask questions, contribute your ideas, and get involved in many processes – from planning and material selection to project implementation. This teamwork motivates me greatly and makes me feel like I'm really part of a strong team.
Finally, I'd like to know if there is a project or task that you are particularly proud of? And why did you enjoy it?
One of my highlights this year was the POS support for our own brand campaign “#IYKYK.” For this, we had outdoor advertising produced, which was then displayed on the facades of the stores. Moments like these make me particularly proud, when you see your own ideas or adaptations become reality and have a real impact.
I was also able to assist with diverse projects such as setting up samples for this year's Christmas materials and setting up decorative elements for Beauty Day, our largest customer event in Germany. Not only is it great fun to be involved in projects like these, but it also shows how multifaceted the field of visual merchandising is.
In general, however, I am very proud that I was able to participate in the adaptation of our major campaigns for all stores in Germany, Austria, and Switzerland.
Thank you, Daniel, for your insights!
Would you like to learn more about our dual study program? Then check out our interview with Luna Mila Ney: Beauty meets business: The dual study program as a career start | DOUGLAS Group
