For years, the beauty industry advertised the ability to gain self-confidence through outer beauty. Consequently, social pressure focused on external appearance increased, which, especially among young people, not infrequently leads to physical harm, but also to psychological suffering. Despite this the definition of beauty has never been questioned. After all, it was the business model of the industry …

This is why Douglas finally set itself apart from the industry’s definition of beauty by not only featuring a diverse cast with “real stories”, but also by defining the beauty of body parts not by physical appearance, but “their” beautiful actions. Because: Real beauty is not about BEING beautiful, it is about DOING beautiful.

Analyzing the target group, we discovered a strong insight: Looking at ourselves, we still value physical appearance the most. When looking at others, we perceive kindness as the most beautiful feature. Our conclusion: Beauty is so much more than physical appearance. It shows itself first and foremost in beautiful actions.

True beauty is not defined by how you look, but by what you do. To convey this message, the campaign was not only defined by a diverse creative team and diverse casting of people with "true stories". Each motif of the campaign broke with the expectation of the appearance of individual body parts and instead brought the beauty of "their deeds" to the fore through bold headlines: "Beautiful lips encourage others" (and are not full or red), "Beautiful legs stand up for each other" (and are not long and thin) or "Beautiful skin tells stories" (and is not wrinkle-free) ...

Douglas redefines beauty. In the year of the company's 111th anniversary, the film LET'S DO BEAUTIFUL shows what Douglas stands for today as an open and diverse beauty company. The film shows attitude and formulates a claim. It celebrates beauty in all its diversity - away from traditional one-dimensional outward appearances to a modern holistic concept. LET'S DO BEAUTIFUL is an appeal to recognize beauty not only in externals, but in everything that belongs to a person - personality, attitude, actions and appearance.