With ‘JEDE JECK IS BEAUTIFUL’, DOUGLAS is making a statement for diversity in Cologne.

With the ‘JEDE JECK IS BEAUTIFUL’ campaign, DOUGLAS is bringing the brand right into the heart of Cologne city life. The occasion is the opening of the new flagship store on Schildergasse on 6 November 2025. The campaign celebrates the colourful diversity and self-confidence of the city and underlines the joy that DOUGLAS is opening one of its selected flagship stores in Cologne.

City-wide activation and visibility

Since the beginning of October, the campaign has had a strong presence in everyday life in Cologne. A large-scale wall mural on Friesenplatz and a backlit City Light column prominently display the slogan in the cityscape. In addition, a fully branded KVB tram runs on central lines through Cologne, bringing the message into the everyday lives of Cologne's residents. Wild posters around well-known scene locations, the use of mobile promoters with DOUGLAS posters and the distribution of stickers and pins in cafés and bars make the campaign visible in different parts of the city and bring it into the everyday lives of the people of Cologne.

Artistic refinement as a highlight

Cologne-based street artist Anton Althoff, aka Pusher Tony, was deliberately chosen to design the campaign motif. He combines iconic Cologne elements with the beauty world of DOUGLAS, giving the motif a local soul and artistic authenticity.

"With Jede Jeck is Beautiful, we are bringing the DOUGLAS brand to the heart of Cologne – where diversity, joie de vivre and self-confidence are at home. It was important to us not just to play on the city, but to reflect it. That's why the campaign focuses on media that are part of the cityscape : wall art, trams, scene posters, light installations. Visible, approachable, authentically Cologne. We deliberately chose to work with Cologne street artist Pusher Tony for the campaign motif – his signature style gives the motif a local soul and artistic authenticity," says Charlotte Maria Rizza, Head of Media, PR & Events at DOUGLAS DACH.

Grand opening celebration

From competitions and wheel of fortune draws to beauty treatments, styling sessions, product trials, photo spots and product consultations – at the grand opening celebration on 6 November, Cologne customers can look forward to a wide range of promotions and offers from brands such as Yves Saint Laurent, Nars, Charlotte Tilbury, Chanel and Benefit. As a special highlight, the first 250 guests to make a purchase will receive a ‘JEDE JECK IS BEAUTYFUL’ hoodie. The day will be accompanied by a live performance by a surprise act and a beauty kiosk in front of the store.