- To mark this year’s Pride Month, Douglas has launched the MyBeauty.MyPride. campaign on 1 June 2020 featuring eight employees from the LGBTQI+ community
- Douglas clearly advocates diversity, tolerance and equality
- CMO Susanne Cornelius “Beauty is diverse and inclusive. Our pride campaign reflects this in a special way based on the leitmotif ‘We embrace the diversity of beauty.’”
Düsseldorf, 2 June 2020. Every year in June thousands of people around the world celebrate Pride in recognition of what homosexuals, bisexuals and transsexuals have contributed to the history of the LGBTQI+ community at local, national and international levels. Many of the planned Pride events – including parades like the CSD and demonstrations for LGBTQI+ rights – had to be cancelled due to the current crisis. With an emotional attitude campaign, Douglas offers a platform for Pride on its own channels and takes a stand on diversity, tolerance and equality, regardless of skin colour, origin, sexual orientation and personal pronouns. The MyBeauty.MyPride. film forms the centrepiece of the campaign. The film shows eight inspiring Douglas employees from Germany, the Netherlands, Spain and France who share their personal definitions of pride, self-confidence and beauty. The employees show themselves in their private homes, since the film could not be shot in the studio as planned due to current Corona travel restrictions. “It was very important to us that the LGBTQI+ community is at the heart of the campaign. I am even more pleased that our own employees are spreading their important message through the campaign”, emphasises Susanne Cornelius, Douglas Group CMO.
Despite physical separation, the eight employees in the film share a common belief that everyone has the right to equal rights, regardless of sexual orientation, appearance or gender identity. The film underlines “Now more than ever, it is important that we are #strongertogether!”.
The approximately four-week campaign including online video, social media assets and landing page, as well as an extensive digital and POS package in Germany and the international Douglas stores was kicked off on 1 June 2020.
Douglas is one of the leading multichannel premium beauty retailers in Europe with about 2,400 stores and a unique e-commerce platform that is currently being expanded into a curated beauty marketplace. The #FORWARDBEAUTY strategy defines the path into the future of omnichannel retailing. Already today Douglas is the number one beauty retailer in 26 countries, offering its customers an attractive portfolio of around 55,000 high-quality products from over 750 brands in the fields of perfumery, decorative cosmetics and skin care, as well as nutritional supplements and accessories. Douglas generated sales of 3.5 billion euros in fiscal year 2018/2019. Around 20,000 beauty experts encourage and inspire Douglas customers every day to live their own kind of beauty.
Responsible at Douglas: Susanne Cornelius, Chief Marketing Officer; Lena Krömer, International Brand Director; Christiane Reis, Senior International Brand Manager; Anna Clemens, International Brand Manager
Responsible at Jung von Matt: Consulting: Julia Mecklenburg, Katrin Schröder; Creative directors: Doerte Spengler-Ahrens, Marielle Wilsdorf; Creation: Julian Aue, Michael Wilde; Film production: Zauberberg; Directed by: Wolf & Lamm
Douglas Press Office: email@example.com
Douglas Press Portal: www.douglas-beautynews.de