DOUGLAS is THE synonym for premium beauty across Europe. To create such a strong brand needs a clear vision and powerful marketing approach. Let’s take a look behind the scenes of our Group Marketing department – the place where our retail brand DOUGLAS is developed, shaped, and constantly modernized.
Anke Menkhorst has been SVP Group Marketing at the DOUGLAS Group since June 2023. In her role, she oversees the Group departments Brand Strategy & Campaigns, Store Format Strategy & Design, Creative Operations, Supplier Brand & Market Activation, Social Media & Commerce, Data Management as well as Consumer Insights & Strategy.
In the video, Anke Menkhorst, SVP Group Marketing, provides an exciting glimpse into our DOUGLAS brand strategy highlighting four pillars: premiumization, connection, standardization, and collaboration. Our strong brand awareness is, among other factors, the result of the significant investments we make into the premiumization of the DOUGLAS brand. As Europe’s number one omnichannel destination for premium beauty, we have established a clear brand positioning, which catches consumers on the emotional side and is brought to life through a consistent brand experience at all touchpoints.
A crucial element of our premium brand positioning is the strong focus on beauty expertise, inspiration, and personalized advice. DOUGLAS is more than a place to shop. This becomes clear when looking at our social media content and innovative social commerce platform. Through influencer cooperations and events, celebrity launch campaigns, user-generated content, tutorials, and live shopping we drive customer engagement and inspiration. Thanks to our DOUGLAS Creator App, now everyone can become a content creator and share their product favorites or styling tips with the DOUGLAS community.
But how do we manage to stay ahead of changing trends in the ever-changing social media/ commerce landscape? In the video, Yassin Hamdaoui, Director International Social Media / Commerce, Data Management & Innovations, reveals his recipe for success.
