NETHERLANDS. Wellbeing company Rituals is welcoming the festive season with the opening of a new standalone store at Amsterdam Airport Schiphol. It also marks the return of its annual festive gifting campaign at the Dutch gateway.
The new Rituals store was opened in early December in Lounge 3. It joins Rituals’ three other standalone stores in Lounge 1, Schiphol Plaza and Holland Boulevard at the airport.
The boutique was designed to maximise limited space (30sq m) in a new high-traffic location. It offers the brand’s best-selling lines, travel retail exclusive sets and the Amsterdam Collection. A special offer for the brand’s Foaming Shower Gel is also available at the new boutique.
Underscoring Rituals’ gifting appeal in the ‘affordable luxury’ category, Global Travel Retail Director Melvin Broekaart said: “Our company-owned travel retail stores have delivered a strong performance this year as a result of increased spending and consumers seeking products in the affordable luxury category.
“Our latest store opening at Schiphol is perfectly timed to coincide with travel retail’s recovery, currently being led by affordable luxury retail and gifting, and will be joined by another high-profile opening early next year.”
The Art of Giving
Rituals festive campaign for 2021 follows the theme ‘The Art of Giving’ and was inspired by the idea that happiness comes from gratitude and celebrating loved ones.
The Art of Giving campaign is bringing holiday cheer to Amsterdam Airport Schiphol through various activities at key airport touchpoints.
Rituals’ eight-metre tall Christmas tree once again returns to the main plaza. Decorated with 800 baubles and gift sets, the Christmas tree greets travellers with festive music and the brand’s Precious Amber scent.
A gifting trolley offering medium gift sets from The Ritual of Sakura, Karma, Ayurveda, Jing, Samurai and Mehr lines has been launched beside the tree until Christmas to help travellers complete their last-minute Christmas shopping.
Schiphol Group Manager Brand Partnerships Jérôme Legger commented, “Rituals’ Art of Giving campaign is a lovely complement to our own festive promotion and we are pleased to partner with the brand to create a warm, festive atmosphere for passengers and visitors at Schiphol.”
Digital screens featuring The Art of Giving campaign visuals and video amplify the activation and are displayed at the main plaza, check-in and departure zones. The campaign complements Amsterdam Schiphol’s own ‘From here to your loved ones’ campaign, which is also showcased on digital screens around the airport.
In November and December, Rituals is running a special offer in its stores after customs. For a minimum spend, travellers receive a special gift-with-purchase to treat themselves or a loved one. The gifts include The Ritual of Jing Shampoo & conditioner, Private Collection Parfum d’Interieur or the L’Éclat Eau de Parfum.
Broekaart added, “It is our mission to fill people with joy, and for several years now, the Rituals Christmas tree has put a smile on travellers’ faces. We are delighted to bring some festive cheer to Schiphol during this important time of year when consumers are eager to show kindness to their loved ones,”
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