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Beauty and cosmetics retailer Douglas boosts customer engagement through livestreaming tutorials

Innovation with a digital-first approach is highlighted by this retailer blazing a trail for livestreaming in the beauty industry and beyond.

Douglas is an international success story selling a wide mix of beauty items across cosmetics, skincare, hair care and perfume in multiple European countries, including the Netherlands. It has 110 stores in the country as well as an online business at

It carries 160,000 beauty and lifestyle products. The company’s promotional tagline is: “We open all eyes to the beauty of uniqueness, bring it to life and make life itself more beautiful. 

For a world where everyone feels seen, heard and valued.”

Douglas is a digital-first business and its operations in the Netherlands showcase how it innovates through videos and livestreaming. These are run from its site in order to inspire and teach customers about different beauty brands, applications and techniques as well as giving the retailer an opportunity to interact with customers directly.

Shoppers can enter competitions and claim discounts against different products and brands while taking part in the livestreams.

They also provide extra opportunities for brands to give away products. Honest Beauty and Clarins are among the brands which have participated in this way.

Videos, and livestreaming in particular, have become increasingly popular in recent years due to the rise of social media and influencers. While this is a move that many beauty companies are making, Douglas is more prolific with its content that most. Hosting videos on its site helps with customer acquisition, particularly among the younger customer base that it is trying to reach.An abundance of videos also increases dwell time for existing customers.

Across Europe, Douglas Group’s ecommerce operations posted outstanding results for its 2020/21 financial year. Online revenue grew to €1.199bn, an increase of 46.8% over FY 2019/20’s €817m.

This article was originally published in the Netherlands Beauty Report 2022. Download the full report here to learn more about the vibrant Dutch beauty landscape, including shifts in consumer behaviour, largest 100 retailers and global factors influencing sales. 

Register here for our upcoming webinar Exploring the growth of the Dutch Beauty industry to hear from the experts and editors behind the report as they delve into this burgeoning market, looking at how leading retailers have weathered the Covid storm to offer an exceptional customer experience. 

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