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49 Douglas

Position: #49

Brand: Douglas
Brand value: 164 Mio. EUR
Brand value change compared to last year: +5%
Ranking change compared to last year: -3


Cosmetics retailer Douglas is the market leader in both brick-and-mortar and online retail channels in Europe, with about 450 stores in Germany and more than 100 years of company history. The brand’s values and corporate identity are communicated thoroughly and consistently across all touch points. Despite fierce competition, Douglas scored highest in customer satisfaction and image according to Focus magazine in 2014. Innovative products like the exclusive “Doubox” and the expansion of the in-house “I love” line helps the company strengthen customer loyalty as well as the authenticity of the brand. In addition to the successful, highly recognizable online shop, Douglas launched its “beautystories” blog to share the latest trends and products with fans and reinforce its position as a highly visible and premium beauty retailer. The brand effectively uses social media to engage consumers and tell a story, including its very popular Facebook page.

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