DOUGLAS is more than just retail: we offer our customers an omnichannel shopping experience that focuses on expertise, personalized advice, and inspiration. With our beauty services and complementary roadshows, we turn beauty shopping into a first-class shopping experience. In doing so, we transform the point of sale into a point of experience — a space that combines shopping and experience.
At DOUGLAS, our customers enjoy a beauty experience in all its diversity. Online and offline, we are more than just a place to shop – we open the doors to an unlimited world of beauty that inspires our customers to discover everything beauty has to offer. By focusing on personal advice and inspiration, we make beauty a special experience – in our online shop, in our app, and in our approximately 1,900 stores across Europe. We also inspire our community with exciting influencer collaborations and live shopping as a pioneer in social commerce. Wherever our customers come into contact with us, they discover the latest and most desired beauty brands and products, receive professional advice, and are inspired. We also deliver this through our beauty services.
Beauty services in our stores: added value through expertise and inspiration
In addition to product proximity and personal advice, our beauty services are also part of the holistic shopping experience in our DOUGLAS stores. During these services, our customers discover new products, experience their professional use on site, and can be inspired by experts.
“At DOUGLAS, we celebrate beauty in all its diversity. Our top priority is to offer our customers an exceptional beauty experience. Beauty services are a key aspect of our strategic focus,” says Carolin Klinck, Head of Group Omnichannel & Director Group Retail at the DOUGLAS Group. ”We don't just want to offer the latest products, we want to inspire people to discover something new.”
Our beauty services include makeup touch-ups, complete styling, and skin analysis, which enables us to recommend exactly the right products. In selected stores, our customers can also visit a Brow Bar, where our beauty partners focus exclusively on their eyebrows. Our larger flagship and luxury stores also have beauty cabins where facial and body treatments, from peelings to waxing, are offered.
DOUGLAS on Tour: Mobile roadshows provide new inspiration
Our mobile roadshows bring an additional beauty experience to our stores. They enable us to provide our customers with knowledge in workshops and answer their individual questions so that they can use their favorite products at home in the best possible way. We are currently visiting over twenty German cities together with our brand partners, offering our customers the opportunity to book a place at our makeup school or relax in our spa cabins until the end of the year. The roadshows are not just an extension of our usual in-store services, but a strategic initiative to bring our brand even closer to our customers and respond to their individual needs. This means that services intended for large stores can also be offered temporarily in smaller ones.
Victoria Schrader, Project Manager Events at the DOUGLAS Group: “Our mobile roadshows enable us to offer the full range of beauty and provide a well-rounded shopping experience at DOUGLAS. They also strengthen our customer loyalty by allowing us to respond even more individually to customer needs. The positive response shows that this approach allows us to optimally meet the needs and expectations of our customers while increasing the attractiveness of our stores.”
