Client
Douglas
Overview
For decades, Douglas a perfume and cosmetics retailer, has been a fixture on the high street. But while the Douglas stores stayed the same, shopping habits changed and competitors upped their game. We rejuvenated Douglas with a high-calibre campaign that elevated the brand. Re-establishing it as a luxury retailer with a clear vision and a new voice.
Client
Douglas
Industry
Cosmetics, Beauty-Retails
Service
Digital Creative Direction
Art Direction
Motion Design
Social Media
The Challenge
Ridged’s existing brand identity lacked differentiation and failed to resonate with their target audience. Their digital presence was fragmented, with an outdated website that did not reflect the brand’s energy and innovation. This resulted in reduced brand visibility and limited customer engagement. Ridged needed a comprehensive solution to revamp their brand identity and digital design to better reflect their vibrant personality and attract new customers.
The Solution
To really elevate the brand from old and almost boring conservative to modern and edgy, we collaborated with one of the most iconic photographers: Peter Lindbergh. Together with world renown Models Cara Delevingne, Jon Kortajarena, Alexa Chung, Amber Valetta and Lineisy Montero. Aside from general images & motion footage for the brand identity and retail categories, we also shot for as many events in the future as possible: Christmas, Easter, Mother’s day, Valentine’s day etc. One of the bigger challenges was, to shoot for every medium and channel imaginable. A rebranding of this magnitude needs an appropriate stage that also generates the corresponding attention. So we held a huge influencer & press event with Peter Lindbergh and the models, where the new brand was unveiled.
The Result
We were able to re-establishing it as a luxury retailer with a clear vision and a new voice. The voice of today's opinion leaders who celebrate individuality and authenticity – and whose combined reach is around 60 Million followers. Owned, organic-media and press coverage way exceeded the brand's hopes, re-energising the whole organisation.
