- Singles’ Day in Asia is one of the most important online shopping days for the continent’s e-commerce sector
- Beauty retailer Douglas is launching another attitude campaign, this time for Singles’ Day on 11/11/2018, as one of the first companies in Europe
- The message for the 360° campaign is that real love starts with yourself
- Douglas is yet again holding up a beacon for the strength, independence and intrepidity of women all around the world
Düsseldorf, October 31, 2018. Douglas, one of Europe’s leading beauty retailers, is this year launching a 360° campaign revolving around the theme of Singles’ Day. Also known as Guanggun Jie, it is one of the largest turnover holidays in China and has been celebrated annually since November 11, 2009. Above all, it is one of the most important sales days for e-commerce in Asia and is now the largest online shopping day in the world. It originally started out as a counterpart to Valentine’s Day for young Chinese singles, with the number “1” in the date standing for singles.
Douglas is one of the first companies in Europe to place the focus of its November marketing activities on Singles’ Day. In implementing the campaign, Douglas is continuing to invest in the modernization of the brand and also in e-commerce as part of its #FORWARDBEAUTY strategy.
Consumers can benefit from the 11/11 activities in the online shop and can profit from shopping deals in the brick and mortar stores too.
The campaign developed by Jung von Matt/Next Alster follows on from the #doitforyou motto for greater self-confidence on World Women’s Day 2018 and literally goes straight to the heart. Singles’ Day at Douglas is about self-love in a positive sense, and a modern understanding of beauty and self-confidence. “Real love starts with yourself” is the core message of the campaign. The beauty retailer encourages women to celebrate themselves on Singles’ Day and the freedom to do whatever they want and to live their own kind of beauty. Douglas is not just celebrating single women but also wants to support the strength, independence and intrepidity of all women.
Lucas van Eeghen, Chief Marketing Officer at Douglas: “Douglas declares the Singles‘ Day to the official day of self-love. We believe that real love starts with yourself and that confidence is the key to it. Therefore, we don’t celebrate only single women but all amazing women in every single way.”
“Real love starts with yourself” will be implemented at Douglas in November in the online shop, on social media and at the POS in stores. In addition to TV spots, print flights will round off the campaign. The TV spot, staged by the highly acclaimed director Terence Neale, features a modern cupid shooting his arrow into the heart of a young woman. He is about to take a second shot at a young man when he is distracted at the last moment and mistakenly hits the young woman again. The young woman consequently falls in love with herself instead of someone else. Cupid is very pleased with the result and from now on always uses two arrows for one person.
Julia Mecklenburg, Managing Director of Jung von Matt/Next Alster: “We are very happy to be launching another campaign with Douglas that demonstrates attitude and portrays the modern woman in all her facets. And in this case also the courage of the customer to break with the common singles clichés and cultivate a healthy egoism, to celebrate herself and the freedom to do what she wants.”
The “real love starts with yourself” campaign begins on November 1, 2018.
Click here for the campaign spot: LINK
Douglas is one of the leading retailers in the European beauty industry with about 2,500 stores and fast-growing online shops in 19 European countries. In the financial year 2016/17, the company generated sales of 2.8 billion Euros. Every day, around 20,000 dedicated beauty advisors strive to make their customers more beautiful and thus happier. Douglas has a portfolio of some 38,000 high-quality products in the areas of perfumery, decorative cosmetics and skincare. Providing excellent advice and a range of unique services, Douglas is one of the leading companies in the beauty market – both online and in stores.
For Douglas: Lucas van Eeghen: Chief Marketing Officer; Lena Krömer: International Brand Director; Clara Corre: International Brand Manager; Carla Stroetzel: International Brand Manager
For Jung von Matt/Next Alster: Consultants: Julia Mecklenburg, Katrin Schröder; Creative director: Götz Ulmer, Anna Lichnog, Sebastian Schnell; Creation: Paulina Klawuhn, Aleksandra Tanasijenko, Giuliana Jelko, Pia Mader; Film production: Anorak; Direction: Terence Neale
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