Douglas opens newly designed flagship store
The cosmetics company has renovated its largest European retail location. The flagship store in Frankfurt will open with a completely new design and a new skin care and spa floor. The modernisation is part of the #FORWARDBEAUTY strategy that the company launched in early 2018.
Comprehensive beauty offer
"The flagship store in Frankfurt offers a unique assortment as well as a completely new consultation and service concept that goes far beyond what retailers usually offer," says Tina Müller, CEO Douglas Group. In addition to high-quality skin care products, natural cosmetics and dietary supplements, the 2,377 square metre flagship store also offers beauty treatments.
The third floor of the 5-floor complex is solely dedicated to these beauty treatment services. The store offers a hair salon, a blow dry bar and a spa area with six treatment booths. The offers include body and facial treatments as well as manicures and pedicures. Moreover, cosmetic companies can book the treatment rooms.
Focus on individualised offers
Specifically, in the area of personalised skin care, new products are being offered. With Skinmade, a concept developed by the Fraunhofer Institute and the Dermatest GmbH, Douglas offers an opportunity to create individual skin care products. Following an analysis of the individual's skin by means of various skin measurements, a cream is created in the flagship store that is precisely tailored to individual needs. Furthermore, quick treatments are offered throughout the entire retail area.
Source, photo: Douglas