Cologne celebrates beauty: DOUGLAS opens flagship store with celebrity guests and a Cologne atmosphere

Yesterday, DOUGLAS officially opened its new flagship store on Schildergasse. In the evening, around 250 guests celebrated the opening, including numerous representatives from the media, beauty industry and society. The performance of the Grüngürtelrosen – Cologne's male choir – in front of the store created a special atmosphere, as did the exclusive live performances by comedian and actress Mirja Boes and the Kölschrock band Kasalla on the new store floor on the ground floor. The opening promotions – including exclusive goodie bags, limited edition hoodies and Cologne Cathedral printen cookies in DOUGLAS design – will run until Saturday, 8 November, inviting customers to continue celebrating. Since the beginning of October, the ‘JEDE JECK IS BEAUTIFUL’ campaign has been making a strong presence in Cologne's cityscape with a wall mural, city light column and branded KVB tram, setting the mood for the opening.

‘The opening of our flagship store in Cologne was a special moment for DOUGLAS and the city. The positive response from guests and the lively atmosphere show how well our concept of beauty, experience and community has been received. We are delighted to be implementing another milestone in our omnichannel strategy in Cologne and offering customers a unique shopping experience,’ says Veit Weiland, CEO of DOUGLAS DACH.

The new beauty destination in the Rhine metropolis

In the Cologne store, high-quality furnishings in a modern colour scheme of white, black and grey with golden accents merge to create an exclusive shopping ambience with a feel-good factor. The design follows a stringent, aesthetic scheme that combines varied product presentations and service points to create an inviting and functional retail concept.

In addition to the new design concept, personalised advice and walk-in services ensure an innovative and comfortable beauty experience seamlessly connected to the DOUGLAS online shop and app – a consistently networked shopping experience across all channels.

Café Corner: Indulgence meets beauty

With the DOUGLAS CAFE by BUUR, DOUGLAS is launching an innovative pilot project in its flagship store in Cologne in cooperation with the well-known Cologne café Buur. The café combines beauty, lifestyle and indulgence in a modern ambience and brings the motto ‘Welcome to Beautiful’ to life. The focus is on freshly prepared signature drinks, known as ‘BEAUTI:FUELS’, served in transparent PET cans sealed on site. Classic hot and cold drinks are also available, to which functional boosts such as collagen, hyaluronic acid, vitamin C or biotin can be added on request. The café creates a new meeting place for trend-conscious customers who want to experience the store not only as a place to shop, but also as an inspiring community space.

Wide range of services

The extensive service portfolio offers Cologne customers a professional skin analysis for personalised care and product recommendations, a make-up refresh and various make-up looks depending on the occasion. The highlight of the versatile store concept is the new beauty cabins on the upper floor. Not only are luxurious skincare treatments from exclusive brand partners offered here, but Oliver's Hair is now also presenting itself as OS Studios. Top stylist and colouration expert Pauline Egbers and her team use their precision, creativity and passion to create little breaks and new looks. The range is complemented by Microblading by Biljana and a Benefit Brow Bar.

Product diversity in DOUGLAS brand worlds

The DOUGLAS store features thematically divided theme, brand and product worlds: from facial care brands and trendy decorative cosmetics to a diverse range of luxury and niche fragrances for women and men, the store presents a carefully curated brand mix of innovations, bestsellers and classics. The new addition to Schildergasse showcases luxury brands such as Yves Saint Laurent, Gucci, Prada and Dior in a modern look. Classics and trendy brands such as Anastasia Beverly Hills, Bobbi Brown, Sol de Janeiro, Lancôme, Kess and Drybar complement the extensive portfolio.

Opening promotion days until 8 November

From an exclusive goodie bag worth over €350 (with purchases of €99 or more – while stocks last) to limited edition ‘JEDE JECK IS BEAUTIFUL’ hoodies for the first 250 customers from 10 a.m. to Cologne Cathedral gingerbread cookies in DOUGLAS design, as well as a DJ and various acts: as part of the opening of the new DOUGLAS flagship store in Cologne, customers can look forward to a varied programme of promotions in the store from 6 to 8 November.

Outside, the DOUGLAS kiosk will be handing out sweet treats from Cologne's cult brand hitschies as little surprises to join in the celebrations. Inside the store, DJ Austin and other acts will be inviting customers to linger while they enjoy a 20% discount on over 100,000 products. Beauty fans can look forward to brand activations and services, including the NARS and Givenchy make-up bar, the L'Oréal and Dermalogica skincare bar, and the ghd and Kérastase hair bar. There will also be a variety of promotions from brands such as Annayake, Yves Saint Laurent, Chanel, la mer, Benefit, Bobbi Brown, MAC and BOSS.