In Color Cosmetics, performance is visible product by product — and mascara is a key indicator. Its high repurchase rate and strong emotional connection make it crucial for building brand trust and demonstrating expertise. Eloise Moeneclaey, Corporate Brands Product Manager, explains how the new Dramatizer Mascara reflects a clear strategic vision and what it signals for the Corporate Brands of the DOUGLAS Group.
Color Cosmetics plays an important role within the Corporate Brands portfolio. How do you assess the category’s relevance today?
Color Cosmetics is a central pillar for expressing the identity and ambition of our Corporate Brands. It’s a category where we can truly combine trend relevance, creativity and emotional connection. Mascara, in particular, holds a very special role: it is an everyday essential and often one of the most frequently repurchased products, creating strong loyalty over time.
What strategic role do launches of our own brands play for the DOUGLAS Group?
Product launches of our own brands showcase the expertise and profile of our brands. They strengthen the overall assortment, engage customers, and ensure visibility across all channels. Mascara serves as a gateway product: often the first point of contact, it immediately communicates the quality and performance of the brand and builds trust that supports long-term customer loyalty.
When it comes to mascara products, which trends are currently shaping the market?
Consumers are increasingly looking for high-performance mascaras that are buildable, long-lasting and lifestyle-proof, without compromising on comfort or ease of removal. At the same time, we see a strong demand for innovative applicators and value-driven performance claims — products that deliver visible results and adapt to real-life needs.
Against this backdrop, what sparked the development of the new Dramatizer Mascara?
The Dramatizer was born from a very simple yet powerful consumer insight: “I want one mascara that adapts to all my desires.” Today’s consumers no longer want to choose between flexibility and performance. Within our portfolio, we identified a clear gap: a mascara that allows consumers to truly build their own level of drama while delivering immediate, visible impact. Our Dramatizer was created to fill exactly that space — as a two-in-one product that turns mascara into a tool of self-expression.
What were the key priorities during product development and where does the Dramatizer differentiate itself?
The focus was on volume, length, and buildability. The dual-fiber brush ensures even application and layered coverage. What sets Dramatizer apart is its intuitive use — it delivers visible results without professional skill.
How is this product story translated into the campaign and activation?
The campaign is built around the idea “Reveal the Mystery. Build the Drama.” and translates the product story into a flexible, consumer-centric activation. Instead of prescribing a single look, it invites customers to build their own level of intensity, from natural definition to bold, dramatic lashes.
As the first-ever Hero Activation within the DOUGLAS Corporate Brands, the product is activated through a full 360-degree approach across all DOUGLAS touchpoints. Bold visuals, the clear message “BIGGER. BETTER. DRAMA.” and eye-catching in-store elements ensure high visibility and a consistent experience across channels.
On a personal note: what made this product launch special for you?
This market launch was particularly significant for me, as it was one of my first projects on this scale. It was especially exciting to see how a clear strategic vision was consistently translated into a product that meets our own standards, reflects the team's ambitions, and at the same time fulfills our customers' expectations in terms of performance, quality, and versatility.
Finally, can we expect more from the Corporate Brands in the future?
Absolutely. The Dramatizer is only the beginning. Exciting new launches are already in preparation for 2026 — and we’re just getting started.
