Private Label

Private Label


The idea

Douglas is one of Europe’s leading high-end beauty re-tailers with over 2,400 stores in nineteen countries. In 2014, it acquired the French per-fumery chain, Nocibé.

Since 2006, Nocibé has sold a successful bath and body line with a traditional ‘gourmand’ style of its own: Les Délices. Maesa was briefed to update the look of this iconic range – retaining the ‘gourmet’ con-cept while introducing a new and ownable, custom-made packaging style.

The product 

Les Délices consists of a core range featuring four sweet gourmand scents across twelve individual products that range in price from €1.90 to €9.95. Each range also does a special promo-tion three times a year with limited editions, including new scents and gift sets, for Mother’s Day, summer and Christmas. Those limited editions ex-plore gourmet scents and imagery, from the candy bar to the cocktail party. They also interpret the latest hot trends, but in a nostalgic sweet way, as evidenced by the Mermaid edition. Each gift set goes on sale for be-tween €14.95 and €34.95.


The updated Les Délices range is exclusive to No-cibé and Douglas stores. Initially sold in around 500 French stores, it is now available across 2,000 Douglas stores. Following its re-launch in 2013, sales volumes multi-plied six times over. Since 2015, the range has seen double-digit growth for two consecutive years.

2 consecutive years of double-digit growth
2000 now available in 2,000 Douglas stores
6 sales volumes multiplied six times over since re-launch
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