Rituals Cosmetics is celebrating the extensive summer campaign for The Ritual of Karma Suncare range. The campaign ran across 150 key locations throughout European airports, cruise ships and ferries.
The Ritual of Karma summer roll-out featured immersive pop-ups at Düsseldorf, Málaga and two Stuttgart airports, alongside impulse podiums at Belgrade, Bergen and Oslo airports. Rituals also secured head of gondola placement in 40 high-traffic travel retail locations.
Interactive elements were central to the campaign’s success, Rituals said. Grab-and-go gondolas integrated QR codes that linked to product information and usage tutorials, while Beauty Advisors performed live demonstrations using tester belts. A beach-themed photo moment added a sense of fun and discovery to the shopping journey.
To drive conversion, shoppers received a complimentary Karma Mini Set for purchases over €50. It comprised an after-sun shower gel, SPF 30 face cream and overnight body mask. Scratch-and-sniff cards, which doubled as collectible bookmarks, were distributed at 35 sites to encourage sampling.
According to Rituals, the Karma Sun Trial Set was a bestseller during the campaign, which was supported by digital screens highlighting key product benefits such as protection, hydration and post-sun recovery.
The wellbeing concept extended to the seas, with The Ritual of Karma collection featured onboard Harding Cruises vessels, such as Britannia, Queen Anne, Iona, Arvia and Queen Victoria.
Rituals Director of Travel Retail EMEA & Americas Lotte Rozemuller commented: “The Ritual of Karma embodies our commitment to wellbeing and positivity – a message that resonates profoundly with today’s travellers. This summer activation not only highlighted our innovative Karma Suncare line but also reinforced Rituals’ role as a wellbeing companion on every journey.
“With 150 locations and strategic placements, we were thrilled to bring this empowering moment to travellers seeking balanced self-care, wherever their adventures take them.”
The Ritual of Karma Suncare range features a hydrating complex enriched with aloe vera, squalane and algae. It delivers effective sun protection with a water-resistant, mineral-filter-free formulation suitable for all skin tones. ✈
