What does exclusivity really mean in today’s beauty market, and why is it becoming such a decisive competitive advantage? In this interview, Michal Kocman, Director of Exclusive Brands, shares how we approach exclusivity as a strategic lever.
If Exclusive Brands disappeared tomorrow — what would we lose?
We would lose differentiation. Exclusive Brands give DOUGLAS and NOCIBÉ an assortment that cannot be replicated, price‑compared, or copied overnight. In a market where access is almost universal, exclusivity is what protects relevance, assortment differentiation, higger margin, and brand credibility. This is no longer optional — it’s fundamental to how we compete. Exclusive brands are an important part of our Assortment strategy.
The wording “Exclusivity” is used a lot in beauty. What does it actually mean for you?
For my team and me, exclusivity means strategic ownership. The Group leads Exclusive Brands centrally — from positioning to activation frameworks and long‑term growth priorities — ensuring focus, consistency, and scale across markets. At the same time, local teams act as strategic partners, bringing market insight and cultural relevance. This combination is what makes exclusivity work at scale.
Why are Exclusive Brands such a powerful lever for loyalty and growth?
Because they allow us to curate, not just sell. Exclusive Brands enable discovery, storytelling, and emotional connection. They attract new customers — especially younger audiences — increase repeat purchases, and reduce price dependency. Over time, they build trust: customers don’t come to DOUGLAS just for products, but for taste, relevance, and inspiration. This is evident in recent launches, such as the colorful and playful color cosmetics brand about-face, the curated Balmain Destin fragrance, the unique Orebella fragrances by Bella Hadid, or the inspiring LolaVie haircare line with Jennifer Aniston.
The current global campaign reimagines beauty like a fine‑dining experience. Strategic fit — or creative stretch?
A very strong strategic fit. Today’s customers want curation, not overload. The campaign translates our exclusive assortment into a curated experience — designed for discovery, indulgence, and self‑expression. It builds awareness of our exclusive and Corporate Brands, attracts younger customers, and supports sales, without losing strategic depth.
