Empowerment through beauty

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In an ever-evolving beauty industry, you must be both modern and timeless. There’s no other option – and there’s no other challenge that speaks more directly to our artistic spirit. Together with #Douglas, a traditional German #beauty retailer looking to rejuvenate and enter new categories, we created a #campaign starring the unique emotion that can only be captured by Peter Lindbergh and cast of truly authentic, international beauties.  

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True beauty is defined by individuality, authenticity and confidence. According to Tina Müller, Douglas CEO, “This campaign perfectly expresses our attitude of forward beauty.” This work is not only a milestone in our agency history, but is ushering in a new era for our client who has shown unwavering bravery from day one.

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The new faces

They’re more than their big names – they’re individuals who exude warmth, intensity and personality. Cara Delevigne, Amber Valletta, Alexa Chung, Lineisy Montero and Jon Kortajarena as well as the German #influencer Caro Daur poetically shape the new #image of Douglas.

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BLACK & WHITE: THE COLORS THAT TRAVELED THE WORLD  
In this campaign we bring the origin of the brand’s past back to the forefront and endow its core narrative of empowerment through beauty with an ownable, contemporary visual language. Within just 6 months, a complete #relaunch took place in 16 markets, ensuring that our #storytelling went global. In times when there is no creativity without efficiency, we were able to hit both marks – making this our best example of agile artistry to date.

REAL IS IN, FAKE IS OUT

This campaign makes one thing clear – beauty is with those who are true to themselves.

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