Douglas Arbeitgebermarke
Douglas Arbeitgebermarke

Tonality

How We Speak as an Employer

The DOUGLAS employer voice is confident, warm, and grounded.


It sounds like someone who knows what they’re doing and doesn’t need to prove it.

We speak clearly and directly, without sounding cold or distant.
We choose simple words over jargon and real examples over abstractions.
Our tone is human and inclusive, never performative or overly polished.

We are premium in how we think and act, but never elitist in how we speak.
We value energy and momentum, without rushing or overwhelming.
We communicate with purpose — every sentence should say something real.

If it doesn’t sound like something one person would naturally say to another, we don’t use it.

What this means in practice

  • We use active voice and short, clear sentences
  • We speak to people as “you” and include ourselves as “we”
  • We prefer concrete examples over big claims
  • We explain ideas in a way that feels accessible to everyone
  • We say things plainly, even when the topic is complex

What we avoid

  • Corporate buzzwords and abstract language
  • Overly emotional or exaggerated claims
  • Language that sounds like a press release or policy document
  • Talking about people instead of to them

A simple rule of thumb

Douglas Arbeitgebermarke

Manifesto

This manifesto shows how our voice comes to life.
It translates our Employer Brand into language you can actually use.

Instead of explaining what we stand for, it demonstrates how we sound when we say it.
Clear, direct and human.

You’ll see this tone across touchpoints like the career site, social content or employer storytelling.

Use it as a reference for tone, rhythm and attitude, not as something to copy, but as a guide for how to express what DOUGLAS stands for in a way that feels real.

The Claim/Strapline

Say this, not that

PILLAR 01
One DOUGLAS Experience

When speaking about collaboration and impact

  • “Your work shapes how millions of customers experience beauty.”
  • “What you build is visible across 22 markets.”
  • “You see how your work connects to the whole.”
  • “Decisions happen close to where the work happens.”
  • “Retail, tech and HQ don’t operate in parallel — they move as one system.”
  • “You own your interface, not just your task.”
  • “Your work shapes how 16M customers experience beauty.”
  • “Katarina’s checkout redesign cut drop-off by 14%.”
  • “What you curate is what people see when they walk in.”

Not that:

  • “We work collaboratively.”
  • “We break down silos.”
  • “We create synergies.”
  • “We are a dynamic, cross-functional environment.”
  • “You’ll make a real difference.”
  • “Join our dynamic team.”
  • “We value your contribution.”

 

Avoid abstract collaboration language.
Show how connection actually works.

Pillar 02
Growth & Future

Say this 

  • “22 countries. Your career, your map.”
  • “Started as a beauty advisor in Berlin. Now leading 30 stores across DACH.”
  • “Internal mobility is real.”
  • “Leadership is built from within.”
  • “Development is driven by contribution.”
  • “Careers here are not linear — and they don’t have to be.”
  • “Growth adapts to different life phases.”
  • “You are trusted to set the pace."
  • “We don’t hire for a role. We invest in a career.”

Not that:

  • “We offer endless opportunities.”
  • “Your growth is guaranteed.”
  • “Grow with us.”
  • “The sky is the limit.”
  • “Exciting career development opportunities.”
  • “We invest heavily in talent.”

Pillar 03
Impact & Craft

Say this

  • “#1 premium beauty retailer in Europe.”
  • “Excellence is our standard.”
  • “We stand behind our results.”
  • “Your craft represents DOUGLAS.”
  • “Quality shows in how we decide and how we deliver.”
  • “Ownership means standing behind your outcome.”
  • “Premium is how we work, not just what we sell."

Not that:

  • “We strive for excellence.”
  • “We are passionate about what we do.”
  • “We aim to be the best.”
  • “We empower high performance.”
  • “World-class retail environment.”
  • “Join an exciting brand.”
  • “We’re a leading company in our industry.”

Pillar 04
Belonging & Inclusion

Say this

  • “You belong here.”
  • “Your difference strengthens how we work.”
  • “Show up as you.”
  • “Inclusion shows up in fair conditions.”
  • “Representation is visible in leadership.”
  • “Opportunity is based on contribution.”
  • “Employee communities actively shape our culture.”
  • “Belonging is built through clear structures, not slogans.”
  • “18 nationalities in our Berlin HQ. That’s what beauty looks like.”
  • “Your difference isn’t a box we tick. It’s what makes our brand real.”

 

 

 

 

 

 

Not that:

  • “We celebrate diversity and inclusion.”
  • “We foster an inclusive work environment.”
  • “Our people are our greatest asset.”
  • “We lead the DEI conversation.”