- Europe’s largest Douglas store on the Frankfurt Zeil, the city’s main shopping boulevard, now with a completely new look following extensive modernization
- Flagship store reopens with new skincare and beauty spa floor
- Douglas pursues its investment strategy and achieves another milestone in its #FORWARDBEAUTY strategy
- CEO Tina Müller: “The flagship store in Frankfurt offers a unique range of products and a completely new consulting and service concept far surpassing what retailers usually have to offer.”
Düsseldorf, 9 October 2018. With five floors and 2,377 square meters, the largest Douglas store in Europe shines out in new splendour: the two upper floors of the flagship store on the Zeil, Frankfurt’s main shopping street, will be reopened today following an intensive overhaul. In future, the flagship store will present itself as a prime destination for beauty: from highly effective skincare with expert and trend brands, to natural cosmetics and food supplements, innovations in the medical beauty sector and well-known cosmetic brands, the customer will find an exhaustive range of beauty products to choose from. The shopping experience will be complemented by a unique diversity of beauty treatments offered in a variety of treatment booths. In this way, Douglas pursues its investment strategy and has achieved another milestone in its #FORWARDBEAUTY strategy.
“The flagship store in Frankfurt offers a unique range of products and a completely new consulting and service concept far surpassing what retailers usually have to offer. We surprise the customer, move ahead in our development, and underpin our understanding of and stand on individual beauty,” says Tina Müller, CEO Douglas Group. While customers will find scents for women and men as well as decorative cosmetics in the basement, ground and first floors, the second floor of the store will, in particular, present high-quality skincare and expert brands. These will be thematically divided into segments such as “Natural” (e.g. Oliveda, Douglas Natural or Origins), “Lab”, with Dr. brands and dermatological brands (e.g. Dr. Dennis Gross, Dr. Barbara Sturm or dermalogica) and “Korean”, with Asian beauty brands (e.g. Dr. Jart, Dewytree or Neogen).
In addition, the flagship store will offer a special début in the area of personalized skin care concepts: with Skinmade, a type of mini-factory for personalized skincare, developed by the Fraunhofer Institute in cooperation with Dermatest GmbH, customers can have their own personalized face cream created exclusively and directly on site at Douglas. Different skin scanning tests determine the skin condition to compose a cream that is customized to the individual requirements with precisely the right mix of ingredients. Quick treatments will also be available in all areas of the store.
The third floor of the store will be dedicated to beauty services. It will house a hairdressing salon, a Blow Dry Bar and a large beauty spa area: six treatment booths will offer facial and body treatments as well as manicures and pedicures. The treatment rooms can also be booked by brands for their services. With its Beauty Academy, Douglas will offer an exclusive platform to invite customers to special events and services and also experience product applications by its own experts on location.
The design language of the flagship store reflects Douglas’ new and modern orientation and showcases the luxurious transformation of the two modernized floors. Bright and pastel colours meet natural materials such as marble and maritime pine, and metals such as brass, all blending into a harmonious design image. Following the launch of the Douglas store in Kampen on Sylt and the introduction of the new Douglas PRO store concept in Hamburg, the flagship store is a further new design highlight.
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.
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