Douglas casts employees at heart of Pride campaign

The retailer has launched a digital initiative to support the LGBTQI+ community after many Pride events were cancelled due to Covid-19

European beauty retailer Douglas has revealed a new digital campaign in celebration of Pride starring its own employees.

Since the outbreak of coronavirus many Pride events, including parades and demonstrations, have had to be cancelled, while others have moved online.

The new MyBeauty.MyPride. film features eight staff members from the LGBTQI+ community who share their personal definitions of pride, self-confidence and beauty.

Shot in their homes – due to pandemic – Coralie, Jeroen, Francis, Miss Valencia Donna, Jason, Sarah, David and Dani, also deliver the retailer’s tagline, ‘Now more than ever, it is important that we are #strongertogether’.

“It was very important to us that the LGBTQI+ community is at the heart of the campaign,” said Douglas’ CMO Susanne Cornelius.

“I am even more pleased that our own employees are spreading their important message through the campaign.”

The four-week initiative will showcase videos online and via social media, as well as an extensive digital and POS package will be showcased in Douglas’ German and international stores.

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