Rituals Cosmetics is launching its Amsterdam Collection across 120 travel retail locations worldwide. The roll-out is supported by a dynamic activation programme spanning pop-ups, impulse podiums and retailtainment experiences.
Developed in partnership with Amsterdam’s Rijksmuseum, the bodycare collection combines Dutch tulip with East Asian Yuzu and the fragrance features floral tulip accords, black pepper and warm sandalwood. The line’s packaging is inspired by a Delft blue vase from the Rijksmuseum’s collection.
The campaign is running at Amsterdam Airport Schiphol (Lagardère Travel Retail), Istanbul Airport (Unifree Duty Free), Paris Orly Airport (Extime Duty Free) and Antalya Airport (ATÜ Duty Free), among other European gateways. According to Rituals, activation formats have been tailored to individual locations to maximise visibility and shopper engagement.
The campaign is anchored by two flagship pop-ups: a 40sq m installation at Istanbul Airport and a 57sq m animation at Antalya Airport. Additional activations are running at Düsseldorf, Málaga, Warsaw Chopin and Prague airports.
In addition, Rituals has launched impulse podiums across a broader network of airports. This is complemented by head of gondola placements across approximately 80 permanent retail locations.
Retailtainment forms a central part of the campaign with selected impulse podiums incorporating integrated digital screens. Dedicated installations at Oslo Airport, alongside the pop-up locations at Istanbul, Antalya, Amsterdam, Paris, Düsseldorf and Málaga airports, feature a manual flower gumball machine.
Customers purchasing qualifying Amsterdam Collection products receive one turn on the flower gumball machine. Prizes include a complimentary hand massage, an Amsterdam Collection product sample or a large gift set, depending on location.
To further encourage conversion, customers spending more than €50 receive a complimentary Tiny Miracles beach bag as a gift with purchase.
The seasonal accessory is handcrafted by women from the Tiny Miracles communities in Mumbai, India. The GWP underlines Rituals’ commitment to supporting social enterprises.
“Travel retail is where we meet people in a moment of pause, in between places. That is exactly where the Amsterdam Collection belongs,” said Rituals Global Travel Retail Director Lotte Rozemuller.
“It carries the story of our city and our partnership with the Rijksmuseum into 120 locations worldwide, and lets travellers take a piece of Amsterdam with them wherever they are heading.” ✈
