Rituals Cosmetics is marking the holidays with an expansive programme of holiday activations across key travel retail locations in Europe, Asia and the Americas.
The festive campaign spotlights Rituals’ seasonal collections through immersive retail experiences that blend storytelling, sensorial engagement and elevated visual merchandising.
It is centred on gift sets from key lines such as The Ritual of Sakura, The Ritual of Ayurveda and The Ritual of Karma, Rituals Homme and the Amsterdam Collection. The sets feature a curated selection of fragrance, home and body products in a variety of gifting formats.
These are complemented by a limited-edition Advent calendar, The Wreath, which offers a daily countdown of wellbeing products. It is available in select locations.
Several major airport locations have been transformed with large-scale festive animations.
At the pop-ups, purchases can be elevated with festive packaging complete with silk paper, premium paper bags and Christmas decorations.
Vienna Airport houses a flagship activation in partnership with Gebr. Heinemann which combines bold visual impact with digital storytelling elements. In a first for Rituals, the airport features an immersive 3D screen at the main duty-free shop, drawing attention to a stand-out holiday activation below.
Selected locations feature the Amsterdam Collection, with design cues reflecting the city’s architectural heritage, further reinforcing Rituals’ sense of place storytelling in travel retail. The collection features prominently through head-of-gondola merchandising.
At Amsterdam Airport Schiphol, the brand has installed its signature Christmas Tree which draws inspiration from the Amsterdam Collection for 2025.
From late October through to early January, Rituals is running Christmas podiums and branded fixtures at key European airports designed to increase visibility and drive impulse gifting.
Participating airports locations include Las Palmas, Málaga, Zurich (two locations), Vienna, Stuttgart (two locations), Hamburg and Bologna.
Impulse podiums have also been launched at Billund and Bergen airports to extend seasonal visibility and drive conversion in high-traffic walkthrough areas.
Rituals Global Travel Retail Director Lotte Rozemuller commented: “The festive season is a key moment for us to connect with travellers on an emotional level, transforming their journeys into meaningful rituals through gifting.
“By combining immersive activations, tailored gifting services and our most loved collections, we aim to bring a sense of calm, joy and wellbeing to travellers during one of the busiest times of the year.” ✈
