Beauty
Boutique
For the Douglas × L'Oréal Beauty Boutique, I built a warm, luxurious shopping world entirely in 3D: sculpted display niches, lit like a high-end store window, holding hero products from Lancôme, YSL, Armani, Mugler, Biotherm and Kiehl's. One environment, rendered across every banner and category on Douglas.nl.
The brief
Douglas and L'Oréal wanted to make Douglas.nl the go-to beauty destination, and they wanted a sales peak on their own terms: a high-traffic moment outside the usual retail calendar, with ambitious sell-out targets online (+40% vs last year) and in-store (+25%). Beyond the numbers, the campaign had to recruit new beauty shoppers to the L'Oréal brands and deepen the strategic partnership between the two companies.
That called for something that didn't look like a discount banner. It had to feel like an event: an exclusive boutique you'd want to step into.
The concept
I concepted and designed the environment the products live in: a wall of softly glowing, organically shaped display niches, inspired by museum vitrines and perfume-counter architecture. Each niche is modelled, textured and rendered in 3D, with creamy backlit walls that give every product its own stage. The three campaign categories, skincare, fragrance and make-up, each get their own arrangement within the same warm, unmistakable world.
Fragrance: Armani, Mugler and YSL, each spotlit in its own niche.
Make-up: Armani, Lancôme and YSL hero products.
Skincare: Lancôme, Biotherm and Kiehl's.
Not a discount banner, a boutique. A shopping moment Douglas could own, outside the retail calendar.
The craft
The environments were 3D modelled, textured and rendered from scratch, then each product was composited in with colour grading matched to the warm boutique light, so packshots from six different brands sit convincingly in one scene. Typography, brand logos and the "new" and shop overlays were designed on top, and the whole system flexes from wide homepage headers to portrait category tiles without losing the illusion.
Outcome
A complete e-commerce campaign toolkit for Douglas.nl: hero banners and category tiles for fragrance, make-up and skincare, all drawn from one rendered world. The Beauty Boutique gave Douglas and L'Oréal a premium shopping moment of their own, built to pull new beauty shoppers in and to sell.