Rituals Cosmetics has relaunched its bestselling collection, Ritual of Sakura, in global travel retail.
The Ritual of Sakura concept is said to be inspired by the ancient Japanese ritual of witnessing the fleeting beauty of the cherry tree blossoming into flower for a few short days. In Japan, where the tradition is still alive today, the annual Hanami, or cherry blossom ceremony celebrates this new beginning of life.
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Blossom booth goes on tour: the promotion will roll out to seven European cities |
The relaunch is supported by a digital “blossom booth” activity, which allows Sakura fans to video themselves witnessing the falling of real cherry blossom inside the booth.
The “blossom booth” is touring seven major European cities including Amsterdam, Barcelona, Hamburg, London and Zürich, where it will feature in the Dufry promotion location in the main terminal of Zürich Airport, behind security.
Rituals has also created an online cherry blossom booth (www.rituals.com/letlifeblossom) where consumers can create their own #letlifeblossom video which can be uploaded and entered into a competition to win a Sakura gift set.
Ritual of Sakura comprises 15 luxury body products that blend cherry blossom with nourishing organic rice milk. The complete range is available in all Rituals standalone airport stores and a limited selection is available in all Rituals travel retail shop-in-shop locations.
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Set to blossom: the Sakura line’s packaging has been updated to mark the relaunch |
“This is probably one of our most spectacular product launches,” said Rituals Director Wholesale Neil Ebbutt. “In Japan the flowering of the cherry blossom is symbolic of a new beginning of life and the sensation of the falling cherry blossom is wonderfully enchanting and engaging. All our concepts are inspired by traditional Asian rituals and traditions. With the Ritual of Sakura we are evoking the tradition of the annual Hanami ceremony using natural ingredients that can give your day a new beginning, feeling renewed and refreshed.
“We have even included a green tea in the collection. And I think the falling blossom promotional focus, along with completely new and strikingly attractive pack designs, will significantly boost demand for what is already a highly successful product for us in travel retail.”
The Ritual of Sakura Collection for travel retail includes: shower foam; shower oil; rice scrub; body cream; bed & body mist; hair conditioner; hair shampoo and antiperspirant spray.
