CHINA. Wellbeing house Rituals has partnered with licensee Hainan Tourism Duty Free Investment Co. (HTDF) and partner Lagardère Travel Retail to open the brand’s first-ever pop-up store in China. It is located on the first floor Atrium of the Hainan Tourism Duty Free Shopping Complex and will run until the end of November.
Opened in October, Rituals’ first store aims to be a “home from home” for travellers visiting Hainan, with “cosy interiors and a welcoming ambiance”.
The Rituals Private Collection is the hero of the pop-up. The line uses ancient fragrance ingredients and comprises three key notes — Fresh, Rich and Floral — which offer healing fragrances in minimalist luxury bottles that can suit a variety of interior styles.
Each Rituals fragrance is formulated with the mantra ‘healing mind, body and spirit’ and draws inspiration from ancient traditions and healing philosophies.
The fragrances in the Private Collection offer various wellbeing benefits from the freshness of the Qin Yu Goji Berry, the sweet scent of Jasmine, or the richness of wild figs.
Notably, the animation is supported by a high-profile ooh media campaign which is displayed prominently throughout the complex and on Hainan Tourism Duty Free Shopping Complex’s multi-storey 3D LED screen.
Lagardère Travel Retail Asia Vice President Merchandising Terry Chua commented, “The Rituals pop-up shop has truly created a sanctuary here at HTDF, whisking travellers away from the hustle and bustle and creating a place of tranquillity where they can really engage with the brand and immerse themselves on a healing journey. This partnership is integral to providing our travelling consumers with unrivalled customer experiences.”
“Rituals’ goal is to inspire an emphasis on health and wellbeing that spreads around the globe; this is why we have always been committed to practices rooted in kindness and love, passion and joy,” commented Rituals Global Travel Retail Director Melvin Broekaart.
“It is about creating more meaningful moments for consumers and improving their lives. Our message is clearly resonating with consumers around the world, and we are proud to continue our wellbeing expansion mission with our partners at HTDF and Lagardère Travel Retail by bringing sustainable and luxury wellbeing to Chinese consumers.”
Note: The Moodie Davitt Report has launched an e-newsletter, Wellbeing Curated, in association with Rituals. It offers a curated selection of stories focused on the key wellbeing category in travel retail and beyond.
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