BERLIN — This city’s latest Douglas perfumery takes a walk on the luxe side. The newly re-opened and renovated store at Tauentzienstrasse 16 is just down the street from iconic high-end department store KaDeWe, and in good company with a range of features exclusive in Germany, including a Clinique treatment center previously on offer only in New York and Copenhagen.
The nearly 9,700-square-foot store also adds bits and bytes to beauty — customers can have computerized skin analysis, photos scanned for virtual makeovers and use an OPI app to view nail polish colors. The perfumery’s decor also includes an LED light system for illumination and marketing messages.
Kiehl’s has also come to play, opening their first in-store shop in a Douglas location. To celebrate the union, two limited “Douglas-edition” versions of best-loved products have been developed. Ultra Facial Moisturizer and Superbly Restorative Body Lotion now feature labels created by Berlin designer and artist Mari Otberg.
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Men aren’t forgotten either. The Biotherm Homme corner offers up comfy leather chairs for complimentary Peace of Mind massages and custom skin care consultations. And nature lovers can explore a special section to their heart’s content, trying on (and washing off) treatments from brands including Dr. Hauschka, Origins, Korres and British eco-cosmetics brand Madara.
The west Berlin location, Douglas’ newest store, was feted at a gala in late September and introduced by Reiner Unkel, the company’s director of the perfumeries division. Ladies and gents and, this being Berlin, a few small dogs on leashes or in handbags filled the two story space, enjoying lavender syrup-laced sparkling wine and minicupcakes from Kiehl’s and music from DJ Hell, who entranced visitors with a mix of tunes which included Kraftwerk, Art of Noise and David Sylvian. The focus of the evening was a mini fashion show from local designer Michalsky, who just dipped a toe in scent-licensing waters with the M&W Prestige Cosmetics arm of Mäurer & Wirtz. Clad in fall 2010 looks, Michalsky’s models glided up and down the store’s escalator.
Hagen, Germany-based Douglas has 1,211 perfumeries, 443 of those are in Germany, where it is the market leader. The retailer has retreated from the U.S. market.