With ‘WELCOME TO BEAUTIFUL’, the DOUGLAS Group is launching a new brand campaign platform that unites future marketing campaigns under one creative umbrella.
In this interview, Carla Stroetzel, Senior Manager Strategic Brand Campaigns at DOUGLAS and responsible for the new platform, reveals what lies behind the idea and how it will shape DOUGLAS' brand communication in the future.
Carla, what is a ‘brand campaign platform’ and what objective is DOUGLAS pursuing with it?
CARLA STROETZEL: We understand the brand campaign platform to be a guiding principle that unites our campaigns under one thematic and narrative umbrella. Our aim is to create consistency and coherence, thereby strengthening the DOUGLAS brand in the long term.
How did the idea and creative concept for the campaign come about?
CARLA STROETZEL: The idea was developed in collaboration with the agency THJNK. It was important to us to develop an idea that captures the essence of DOUGLAS while also leaving room for something new and surprising.
What does ‘WELCOME TO BEAUTIFUL’ mean to you personally?
CARLA STROETZEL: I see WELCOME TO BEAUTIFUL as an invitation. To our customers, our employees, brand partners and the community. The world of beauty is exciting and inspiring, and we are here to experience it together and create added value in the process.
How can one imagine the production of such a large campaign? Who was involved?
CARLA STROETZEL: A wide variety of people are involved in such a large production, which is what makes it so exciting. From our creative agency to the production agency, photographers, directors, models, actors, make-up artists and, of course, the DOUGLAS team. Everyone contributes their respective expertise and, in the end, something wonderful is created.
How will the campaign platform shape DOUGLAS' future brand communication?
CARLA STROETZEL: The platform will sharpen campaign communication as a consistent guideline. The story we tell within the campaigns, as well as the look and feel, will stand under the motto WELCOME TO BEAUTIFUL in the future.
