Title	BRAND REVOLUTION
Brand	DOUGLAS
Product/Service	RETAIL STORE
Entrant	PARFUMERIE DOUGLAS GMBH Düsseldorf, GERMANY
Idea Creation	JUNG VON MATT Hamburg, GERMANY
PR	PR + PRESSEAGENTUR TEXTSCHWESTER Düsseldorf, GERMANY
Production	TEMPOMEDIA Hamburg, GERMANY
Production 2	ANORAK Berlin, GERMANY
Post Production	2WEI MUSIC Hamburg, GERMANY

Name	Company	Position
Franziska Duerl	Jung von Matt AG	Strategy
Jessica Buch	Jung von Matt AG	Strategy
Jens Pfau	Jung von Matt NEXT ALSTER	Film, Print
Anna Lichnog	Jung von Matt NEXT ALSTER	Film, Print, Digital
Jörg van der Vegte	Jung von Matt NEXT ALSTER	Film, Print, Digital
Lennart Schmidt	Jung von Matt NEXT ALSTER	Film, Digital
Christiane Köppl	Jung von Matt NEXT ALSTER	Film, Print, Digital
Pia Westhus	Jung von Matt NEXT ALSTER	Film, Print, Digital
Daniela Tiburg	Jung von Matt NEXT ALSTER	Digital
Jankel Huppertz	Jung von Matt NEXT ALSTER	Film
Julia Mecklenburg	Jung von Matt NEXT ALSTER	Film, Print, Digital
Katrin Schröder	Jung von Matt NEXT ALSTER	Film, Print, Digital
Nikita Kuhnke	Jung von Matt NEXT ALSTER	Film, Print, Digital
Camilla Szilagyi	Jung von Matt NEXT ALSTER	Concept

Why is this work relevant for Integrated?

This work is the basis of a brand revolution that is questioning existing beauty standards. It's the start of a movement that is challenging the misleading image of beauty set by the industry. LET’S DO BEAUTIFUL is about giving back power to the public – thereby initiating a cultural change of a whole industry. A message that was not only spread through multiple media platforms and integrated throughout all Douglas channels, but also led to the formation of many new cooperations with NGOs.

Background

Douglas believes the conventional beauty industry and its traditional beauty standards are outdated. For the 111th anniversary Douglas therefore wanted to initiate a brand revolution that clearly shows the brand’s position. What first was planned as a brand positioning quickly became the chance to revolutionize far more than just the brand, but as a first mover the whole beauty industry…

Describe the creative idea

Is the physical appearance all we should talk about when defining beauty? No. Beauty is so much more than that. It shows itself first and foremost in beautiful actions. In terms of content, this was solved by images that break with previously accepted ideals of beauty, for example by defining body parts differently and showing models who have real stories, combined with challenging lines of text that emphasize true beauty as the result of beautiful actions.

Describe the strategy

In the past many beauty brands have made an attempt to redefine the perception of beauty to abandon old standards. “Diversity” became the go-to buzzword – a development in the right direction, but just not sufficient to overcome the outdated image of beauty. Analyzing the target group, we discovered a strong insight: Looking at ourselves, we still value physical appearance the most. When looking at others, we perceive kindness as the most beautiful feature.

Describe the execution

The campaign started in May 2021 with the awareness phase - parallel in 26 European countries. Our big idea of doing beautiful - based on the new Douglas brand purpose - was the start of a campaign and a communication strategy, which is and will be ongoing for several months and is the core of every piece of communication that will follow. The campaign took place through several channels - and worked for different media budgets of the different countries.

List the results

A 360° campaign serving a toolbox for 19x European countries including a 60sec hero online film, more than 10x TV cuts, 39x print and OOH motifs as well as a social media package with around 90x playouts. The campaign is still ongoing, therefore we do not have any results yet.