With around 59 million members (as of September 30, 2024), the DOUGLAS Beauty Card is one of the most successful loyalty programs in the beauty industry across Europe. Initially launched in Germany 30 years ago, today every third household in the Group’s largest markets has a Beauty Card. Customers enjoy attractive benefits such as discounts, a personalized shopping experience, and access to exclusive events. On the occasion of the 30th anniversary of the Beauty Card, we take a look back at the beginnings of the loyalty program, its development, and this year's relaunch with a new Beauty Card.
Eva Molsich is Senior Vice President (SVP) Group CRM & Analytics at the DOUGLAS Group and is responsible for international customer relationship management. As Head of CRM DOUGLAS DACH, Heike Aufterbeck oversees customer communications in the DACH region and is the publisher of our DOUGLAS Magazine. She played a key role in the introduction of the loyalty program in 1995.
In celebration of the 30th anniversary of the DOUGLAS Beauty Card, Eva Molsich, SVP Group CRM & Analytics at the DOUGLAS Group, and Heike Aufterbeck, Head of CRM DOUGLAS DACH, provide exciting insights into the development of our loyalty program in this video. Over the past three decades, the Beauty Card has evolved from a loyalty card with a payment function for beauty purchases in our stores to an international bonus program that rewards our customers’ loyalty with exclusive benefits, seamlessly integrating all online and offline channels. Significant advancements have also been made in customer communication, particularly evident in the development of our exclusive customer magazine, the "DOUGLAS Magazine," which has consistently kept pace with the times. Today, around 59 million people enjoy the benefits of the DOUGLAS Beauty Card – a testament to our continuous innovation and adaptation to the ever-changing needs of our customers.
To offer our customers an even more personalized and emotionally engaging shopping experience in the future, we are relaunching our renowned loyalty program this year. The new DOUGLAS Beauty Card rewards our customers’ loyalty with unique beauty experiences and premium benefits in three tiers – both online and in around 1,900 DOUGLAS and NOCIBÉ stores. Exclusive beauty services and in-store events create targeted incentives for omnichannel shopping. Following today's launch in the Netherlands and Belgium, the new Beauty Card will be gradually rolled out across all DOUGLAS Group markets, establishing a harmonized Group-wide program.
