Douglas GmbH

How we brought real innovation to Europe’s biggest beauty retailer.

As part of the #FORWARDBEAUTY strategy, Douglas is always on the lookout to increase customer loyalty and to reach new audiences. To do so, Douglas focuses on improving and innovating its customers' experience across all touchpoints as well as the service and product portfolio.

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Driving product and experience innovation

19:13 supports Douglas by developing and implementing the #FORWARDBEAUTYChallenge – a start-up contest aimed at discovering the most innovative beauty product and tech brands and retail technologies.

“The challenge is a new way for us to discover untapped potential – from independent beauty brands of the future, to technologies that could completely revolutionize our retail offering. The #FORWARDBEAUTYChallenge gives bright minds a stage to develop their full potential and ensures Douglas continues to offer the most innovative beauty retail experience for our customers”, states Tina Müller, CEO Douglas Group.

The challenge

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19:13 reached out to Universities, accelerator programs and co-working spaces across Europe to communicate the challenge. Managing the application process through an elaborate digital platform, out of more than 100 startups from the beauty and tech industry, ten were invited to participate and pitch their idea to a panel of esteemed judges including Douglas Group CEO, Tina Müller, InStyle Germany Beauty Director Eva Jost, and Dr. Joerg Karas, CEO of Schwan Cosmetics. Over the course of two days - accompanied by in-depth mentoring sessions - the three winners of the #FORWARDBEAUTYChallenge were selected. Every winner benefited from a highly individual support from Douglas via incubation, acceleration or implementation.

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Bears with Benefits
A provider of nutritional supplements strengthening the skin, hair, nails and immune system submitted in the shape of gummy bears.

KLARSKIN aims at adults suffering from blemished skin and offers both classic cosmetics and nutritional supplements that regulate the intestinal flora.

Skin Match
The company's retail technology links products and customers in the cosmetics market, both online and in local stores, offering new opportunities for product advice.

Building a content ecosystem

In order to optimally leverage the contest for Douglas' public profile, we developed a comprehensive content ecosystem covering all aspects of the #FORWARDBEAUTYChallenge:

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  • development of a unique visual identity across all touchpoints
  • wide-ranging media partnerships with InStyle and Berlin Valley
  • extensive content on Douglas’ social media channels

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