Douglas – Dana Richards

Douglas Beauty Club

Agency: Wunderman Thompson
Client: Douglas
Role: Art Director
Tasks: Web Design. CRM

Digitalizing one of the longest-running loyalty programs in Germany

I had the opportunity to work with Douglas, a leading German perfume and cosmetics retailer, on the development and launch of a new membership loyalty program. The initiative introduced personalized communication across digital and in-store touchpoints, alongside a points-and-rewards system and editorial content designed to support product discovery and deepen customer engagement. My role spanned multiple areas of the project, including loyalty program strategy and naming, logo and membership card design, print and POS communications, personalized newsletter creation, and the design of the loyalty website and app experience.
Within the first four months of launch, member acquisition increased by 125%, with more than 4 million new members joining the program.

Following the successful launch of the Beauty Club program, our collaboration with Douglas evolved into a long-term partnership. As the relationship grew, I continued supporting the brand across social strategy, an e-commerce redesign initiative, and a broader brand refresh.  

Having spent my career in the agency world, I was used to being part of a brand one project at a time — never fully immersed, always a step removed. This project was different. I felt like more than a consultant; I was genuinely shaping the brand, working side-by-side with their team and experiencing what true collaboration felt like.

Agency:
Client:
Role:
Tasks:

Wunderman Thompson
Douglas
Art Director
Web Design, CRM & Branding

Personalized web experience

Physical card design concepts

Moodboards, program naming, logo exploration

Email templates and designs