What happens when long-standing beauty expertise meets modern video technology? It creates a customer experience that is more than just a purchase — it becomes an emotional journey. That’s exactly the vision behind the DOUGLAS Group’s ambitious video strategy. As Europe’s leading omnichannel provider for premium beauty, DOUGLAS focuses on delivering inspiring, emotional, and technologically advanced experiences.

Founded more than 200 years ago, the name DOUGLAS has long stood for beauty and inspiration. Making beauty tangible and emotionally engaging is deeply embedded in the company’s DNA. Today, DOUGLAS operates as an international retail group with multiple brands across Europe — combining physical stores with a comprehensive digital presence through apps and online shops.

And because emotional brand experiences are especially powerful in the digital age when delivered through video, DOUGLAS has relied on the video management solution from movingimage for over a decade. What began as a response to technical challenges has evolved into a strategic partnership — with a shared vision of creating more personal, relevant, and inspiring shopping experiences across every channel.

Video as a growth driver in beauty e-commerce

Whether it’s introducing a new lipstick, a tutorial for the perfect glow, or showcasing complete beauty looks, DOUGLAS uses video in a variety of ways throughout its online shop:

• Product presentations showcase items in use, highlight details, and build trust.
• Tutorials explain application and benefits — ideal for strengthening customer loyalty.
• Emotionally charged marketing campaigns are perfect for social media and the website.
• Lookbooks and inspirational content curate trends and encourage purchases.
  

Videos bring products to life. They convey emotion, inspire, and support purchasing decisions. For DOUGLAS, video is a key component of a compelling e-commerce experience — with clear goals such as higher conversion rates, increased time spent on site, an improved customer experience, and stronger brand loyalty.

When technology can’t keep up – and what that means for e-commerce

Before DOUGLAS partnered with movingimage, its existing video management system increasingly reached its limits and was only partially able to meet growing demands.

• Integration with existing systems was inefficient.
• Lack of analytics made it difficult to measure video performance.
• Scalability and flexibility were limited.
• Redundant, outdated content and manual upkeep led to unnecessary effort.

DOUGLAS was looking for a platform that could integrate seamlessly, scale with the company’s growth, and meet all requirements for performance, security, scalability, and accessibility.

The video platform that grows with your business

With movingimage, DOUGLAS found exactly that: a secure, scalable, and user-friendly solution that integrates seamlessly into existing systems while offering the flexibility to support various video formats, channels, and markets.

Key benefits for DOUGLAS:

• Centralized management of all video content – no chaos, no duplicate files
• Seamless integration with CMS, e-commerce, and marketing tools
• High performance across all devices – fast, stable, and reliable
• Open API for maximum flexibility and automation
• Accessible video content through automated subtitling and transcription
• Scalability to meet growing demands across nine active markets
• Easy to use – intuitive interface for cross-departmental collaboration
• Highest security standards and full GDPR compliance

"The collaboration with movingimage has always been a true partnership and provided real added value — both through centralized video management and fast delivery."
Mert Gülec, Product Owner at DOUGLAS Group

In a fast-paced environment like the premium beauty market, it’s essential to deliver content quickly, securely, and effectively. movingimage supports DOUGLAS with powerful technology and a support team that solves problems before they even arise.

Scaling efficiently from content to commerce

At DOUGLAS, the platform’s intuitive usability is especially valued. It enables both IT teams and content managers to manage and publish video content efficiently, without unnecessary detours.

Today, employees across nine countries use the movingimage solution on a regular basis. For many teams in different markets, the platform has become an essential part of daily operations.

New videos are continuously produced, integrated, and published — with consistently smooth processes throughout.

The strength of movingimage was in supporting our video expansion in e-commerce. Thanks to its scalability, we were able to expand our video offering with ease and significantly increase our reach. This ability to grow our video marketing without technical hurdles was a key factor in our success.

"The strength of movingimage was in supporting our video expansion in e-commerce. Thanks to its scalability, we were able to expand our video offering with ease and significantly increase our reach. This ability to grow our video marketing without technical hurdles was a key factor in our success."
Mert Gülec, Product Owner, DOUGLAS Group

Results that deliver impact in everyday operations

The positive effects of the movingimage solution are clearly felt in DOUGLAS’s day-to-day operations.

• Stable performance – no technical outages, smooth content delivery
• Increased efficiency – through automated processes and centralized video management
• Stronger brand presence – thanks to consistent, high-quality video formats across all channels

DOUGLAS benefits from a scalable, future-ready infrastructure that not only enables a modern and international video strategy, but actively drives it forward. Quality, security, and user-friendliness go hand in hand. The professional, GDPR-compliant system provides clear structures, while movingimage acts as a strategic partner, delivering valuable input and helping DOUGLAS take the next step.

Looking ahead: More accessibility, more personalization

DOUGLAS is thinking ahead. The next major step lies in even greater personalization, enhanced accessibility, and an even stronger connection between brand, product, and customer. Video will continue to play a central role — serving as a gateway to inspiring, emotional, and inclusive shopping experiences.

Conclusion: A strong partner for strong brands

The collaboration between DOUGLAS and movingimage demonstrates how modern video technology can help brands thrive in the digital space. With VideoManager Pro, DOUGLAS has a solution that is not only high-performing, secure, and scalable, but also puts people at the center — with inspiring content, efficient workflows, and genuine support.

About the DOUGLAS Group

The DOUGLAS Group, with its brands DOUGLAS, NOCIBÉ, parfumdreams, and Niche Beauty, is the leading omnichannel provider for premium beauty in Europe. The Group inspires its customers to live their own kind of beauty by offering a unique assortment both online and in around 1,900 stores.

As the preferred partner for brands, the DOUGLAS Group offers a curated selection of exclusive labels as well as its own private brands. Its portfolio includes fragrances, makeup, skincare, haircare, accessories, and beauty services.

At the heart of its corporate strategy “Let it Bloom – DOUGLAS 2026” is the continued strengthening of its successful omnichannel positioning and the ongoing enhancement of the customer experience. The Group’s strong business model is built on its omnichannel offering, leading brands, and data expertise.