Capturing Beauty – Behind the Scenes at DOUGLAS. Discover the DOUGLAS GOURMET BEAUTY campaign on GoSee – and meet the Creative Department at UPDATE-25-BERLIN What does beauty mean today – and what makes life a little more beautiful every day? There’s no single answer, but the creative team at DOUGLAS has made it their mission to bring these questions to life through imagery, ideas, and storytelling.

"Whether it’s global gifting occasions like Christmas, the launch of our private labels, or trend-driven topics like gourmet make-up – at DOUGLAS, we develop most of our campaigns in-house," the team explains. From initial concept to final production, content is created in close collaboration with agencies and creatives, complemented by original productions in DOUGLAS’s own content studio led by Swenja Zeh.

Under the direction of Clara Corre and Christina Werzl, an interdisciplinary team of eight brand managers and six art directors works to continually reinterpret beauty – and above all, to make it accessible. "With every campaign, we evolve our visual language, embrace current movements, and focus on diversity – in faces, perspectives, and ideas."

A recent example is the ‘Gourmet Beauty’ campaign, which ran for two weeks across all DOUGLAS touchpoints in March – from physical store displays to digital platforms like newsletters, the online shop, and social media. Created in close collaboration with photographer Zoe Kovac, the campaign presents a playful blend of beauty and food – two industries in constant reinvention, merged here into a multisensory visual experience.

“For us, the creative fit is just as important as the cross-channel usability of a campaign,” the team says. When selecting collaborators, DOUGLAS values openness, diversity, and unconventional thinking – whether in styling, makeup, or visual execution. “What matters most is that a creative is willing to truly understand DOUGLAS, interpret our role in the industry, and collaborate with the team to develop a shared vision. That’s how we create work that goes beyond visual appeal – and resonates longer than just a scroll.”