Rituals has teamed up with Dutch national museum, the Rijksmuseum, to create a bespoke Amsterdam Collection.
The range of home and bodycare products is available in travel retail through Kappé Schiphol exclusively at Amsterdam Airport Schiphol. It is also represented as part of the onboard service with KLM Royal Dutch Airlines.
The Amsterdam Collection echoes a time in the 17th century when Amsterdam first experienced Asian products and fragrances. Its design takes inspiration from a Delft Blue vase, which is featured in the Rijksmuseum.
The Amsterdam Collection’s fragrance combines tulip with spicy accents of black pepper, balanced with sandalwood and Japanese yuzu.
Amsterdam Collection body products include Rituals’ 200ml Foaming Shower Gel; 220ml Body Cream; 50ml Body Mist; 300ml Hand Wash and 150ml Hand Lotion. Home products include 450ml Fragrance Sticks, featuring a wooden cap and gold leaf design inspired by the Delft Blue vase, 500ml Parfum d’Interieur and a 400g porcelain Scented Candle.
A gift set contains bodycare essentials Foaming Shower Gel, Body Cream and Body Mist.
The Amsterdam Collection launch is supported by a high-profile campaign, which started on 1 June at the Dutch hub. The campaign includes OOH advertising in Lounge 1 and 2, social media advertising, a Schiphol Lounge 2 pop-up and GWP offers.
The pop-up at Lounge 2 – which boasts the airport’s highest number of arriving, departing and transferring travellers – features a replica of the 17th century Rijksmuseum vase. Rituals products are highlighted along with a water table experience for hand and arm massages and a sharing box.
The sharing box encourages consumers to take a photograph or GIF in front of an Amsterdam Collection-themed backdrop. Users can e-mail the photo and GIF or share on social media.
The campaign includes the use of Mandarin communication and Schiphol’s digital OOH networks.
The Amsterdam Collection is featured in the June issue of Schiphol’s English/Mandarin bilingual See Buy Fly Chinese brochure, which is handed out to arriving Chinese passengers. The collection is also promoted through multiple banners on Schiphol’s Weibo page and website.
Rituals Director Travel Retail Neil Ebbutt said the collection, and the airport campaign, highlight Rituals’ commitment to offer travellers exclusive products and experiences.
“Through our specially created campaign, which includes Mandarin communication and the use of social channels, we are able to reach travellers at every stage of their Schiphol journey and ultimately turn them into Rituals fans.
“The Amsterdam Collection provides travellers with the opportunity to take home a lovely souvenir from their trip, while completing the 360-degree Rituals experience,” Ebbutt added.
The Amsterdam Collection is also available at the Rijksmuseum, Rituals Leidsestraat, Bijenkorf Amsterdam and on the Rituals and Bijenkorf websites.
