Düsseldorf, 5 March 2018. Douglas GmbH, a leading retailer in the European beauty sector, is launching for the first time an attitude campaign for International Women’s Day 2018 on 8 March 2018. At its center is the film ‘First Date’ with the new campaign motto ‘Do it for you’. The campaign, which was developed by Jung von Matt/NEXT ALSTER, strengthens the selfimage of modern women and encourages them not to be dictated to, but rather to follow their own feeling.
‘Whatever you do. Do it for you’ is the central theme of the campaign concept, which is used across wide-reaching advertising channels, such as on TV, online and in the stores. The story: a young woman is getting ready for an obviously very important date. She tries on everything possible, but she is not satisfied with any of it. Eventually, she leaves, looking the way she feels best – after all, she is going to meet her biological father.
Tina Müller, Group CEO of Douglas, explains: ‘We want to remind our customers that they should make themselves beautiful for their own pleasure. It is not about other people’s expectations.’
Alex Feil directed the emotional production, which was produced by tempomedia and is accompanied by the top hit ‘Adore’ by the Australian singer Amy Shark, who was scouted by the agency’s own music consulting and production company White Horse Music. ‘We want to share our stance on beauty; we believe that women are most beautiful when they have the confidence to be and do whatever they want’, says Lucas van Eeghen, Chief Marketing Officer of Douglas.
Götz Ulmer, Jung von Matt CCO: ‘The Do it for you campaign captures the attitude towards life of a young female target group that wants to be beautiful, but still itself.’
In addition to the ‘Do it for you’ campaign, Douglas is launching an influencer campaign on social media around the ‘Kiss Kit’ – a limited edition product which is available exclusively at Douglas. This influencer campaign comes from the agency Select World.
Responsible at Douglas: Tina Müller (Group CEO) and Lucas van Eeghen (CMO)
Responsible at Jung von Matt/NEXT ALSTER: Jean-Remy von Matt
Creation: Götz Ulmer, Anna Lichnog, Sebastian Schnell
Consulting: Julia Mecklenburg
Watch the new Douglas movie about Ella and the most important date of her life at douglas.de/doitforyou
Douglas is the leading retailer in the European beauty industry with about 2,400 perfumeries in 19 countries throughout Europe and around 20,000 highly qualified employees. Thanks to its multichannel offering that is fully integrated across perfumeries, online shops and a mobile app, along with a continuously updated selection of more than 35,000 products, Douglas is setting the pace in this growing industry. The company generated sales of approx. €2.8 billion in financial year 2016/17.