AN EXPERIENTIAL AND DIGITAL STORE IN BERLIN
BEAUTY RETAIL TOUR
The beauty retail tour is an opportunity to discover the new concepts, brands and retailers that are renewing the sector. Based on a benchmark of the latest trends (naturalness, digital, inclusion, new services, DNVB, etc.), it allows you to discover new players, product and merchandising innovations, etc. The store of the day is a perfect example of a brand that has been able to renew itself by listening to the market…
A EUROPEAN LEADER IN REINVENTION
The German group Douglas is one of the European leaders in the beauty industry, better known in France for its acquisition of the Nocibé brand in 2014. Evolving in a sector whose activity is maintained despite the crises but highly competitive, Douglas understood that it had to rely on experience to succeed and thus maintain its place in the world’s leading cosmetics market. Thus, since 2017, the brand has launched the #FORWARDBeauty plan to reposition itself and recreate its brand image: at the forefront of innovation and listening to the customer.
BERLIN’S NEW FLAGSHIP
As such, the brand announces the colour by self-proclaiming its new concept “Europe’s most modern temple of beauty”! Inaugurated in October 2019 in the centre of Berlin, the renovated 1,000 m² flagship store offers a 360-degree beauty experience with an eclectic range of premium and confidential brands. The concept was realized in partnership with the German agency Schwitzke. Their French office notably designed the Lancôme flagship on the Champs-Élysées.
INNOVATION AND EXCLUSIVITY, THE TWO AXES OF THE PRODUCT OFFER
The store has corners highlighting certain flagship product categories such as medical cosmetics (“lab beauty”), as well as the first Gucci shop-in-shop in Germany and a fragrance area entirely dedicated to men.
But the real highlight of this flagship is its range of services: with its “Beauty Salon”, Douglas offers customers the opportunity to benefit from advice on hair, make-up and care within the framework of individual personalised services.
RECREATING RELATIONSHIP WITH ITS CLIENTELE: PEDAGOGY AND SOCIAL COMMUNICATION
Her “Douglas Beauty School”, the first of its kind, takes a more educational approach by targeting different groups of clients to help them discover and learn the latest beauty trends. Finally, the “Room of Influencers” is entirely dedicated to the creation of video content by social network stars, used during the sessions of the said Beauty School. Also omnichannel, the flagship has a click & collect area for orders made on the Internet.
Douglas ticks the boxes of current trends in the sector with this store whose design, however, always respects the codes of the brand. The retail design remains classic in contrast to the futuristic atmosphere of a VERALAB, the store of an Italian DNVB to be discovered in Milan. VERALAB also offers an experiential concept but in an offbeat atmosphere that will leave a lasting impression on visitors’ minds.
A concept to be discovered in photo by clicking on the image :
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