Lifestyle brand Rituals has partnered with Heinemann in a series of activations in selected European airports.
The summer promotions highlighted the relaunched The Ritual of Happy Buddha collection, a range inspired by an ancient monk whose smile brought happiness wherever he went. Rituals said the collection, which includes products infused with orange and cedar wood, was created to “boost body and soul with a burst of positivity”.
Visitors to the promotional locations were offered a Ritual of Happy Buddha treatment, which featured The Ritual of Happy Buddha Shower Oil as well as The Ritual of Happy Buddha Hair & Body Mist, the latter a new addition to the range.
During the treatment, staff told the story behind the collection, explained the benefits of the different products and demonstrated application techniques. Customers were also able to trial another new product, The Ritual of Happy Buddha Dry Oil.
Rituals said the promotion at Budapest Airport in August contributed to a +151% year-on-year sales increase. The activation was supported by staff education, with over 50 team members trained in Rituals’ product range and ‘Slow Down’ philosophy.
The brand said a two-month promotion at Hamburg Airport placed Rituals among the top five in skincare sales, behind number four brand Shiseido and ahead of a number of major global brands.
Another two-month promotion at Oslo Airport delivered the strongest-ever single month for Rituals, driving an overall sales increase of +65% versus the previous activation, the company added.
Rituals Travel Retail Director Neil Ebbutt said: “Our partnership with Heinemann goes from strength to strength, and this promotional programme in a number of Heinemann’s excellent retail spaces is the latest successful initiative. We remain focused on seeking out opportunities to bring to life our ‘Slow Down’ philosophy in order to drive consumer engagement and sales.”
