Attractiveness and cosmetics store Douglas boosts buyer engagement thru livestreaming tutorials


Innovation with a digital-first method is highlighted by means of this store blazing a path for livestreaming within the attractiveness business and past.

Douglas is a world good fortune tale promoting a large mixture of attractiveness pieces throughout cosmetics, skin care, hair care and fragrance in more than one Eu international locations, together with the Netherlands. It has 110 retail outlets within the nation in addition to an internet industry at

It carries 160,000 attractiveness and way of life merchandise. The corporate’s promotional tagline is: “We open all eyes to the wonderful thing about specialty, deliver it to existence and make existence itself extra gorgeous. 

For an international the place everybody feels noticed, heard and valued.”

Douglas is a digital-first industry and its operations within the Netherlands exhibit the way it innovates thru movies and livestreaming. Those are run from its web site in an effort to encourage and educate shoppers about other attractiveness manufacturers, programs and strategies in addition to giving the store a chance to engage with shoppers at once.

Consumers can input competitions and declare reductions towards other merchandise and types whilst collaborating within the livestreams.

Additionally they supply further alternatives for manufacturers to offer away merchandise. Fair Attractiveness and Clarins are some of the manufacturers that have participated on this means.

Movies, and livestreaming particularly, have transform an increasing number of fashionable in recent times because of the upward push of social media and influencers. Whilst this can be a transfer that many attractiveness firms are making, Douglas is extra prolific with its content material that the majority. Internet hosting movies on its web site is helping with buyer acquisition, specifically some of the more youthful buyer base that it is attempting to succeed in.An abundance of movies additionally will increase live time for current shoppers.

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Throughout Europe, Douglas Workforce’s ecommerce operations posted exceptional effects for its 2020/21 monetary yr. On-line earnings grew to €1.199bn, an building up of 46.8% over FY 2019/20’s €817m.

This text used to be at the beginning revealed within the Netherlands Attractiveness File 2022. Obtain the total document right here to be informed extra concerning the colourful Dutch attractiveness panorama, together with shifts in shopper behaviour, greatest 100 shops and international components influencing gross sales. 

Sign up right here for our upcoming webinar Exploring the expansion of the Dutch Attractiveness business to listen to from the mavens and editors at the back of the document as they delve into this burgeoning marketplace, taking a look at how main shops have weathered the Covid hurricane to supply a phenomenal buyer revel in.