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 Rituals

RITUALS

Renewed Luxury Gift sets by Rituals feature the new 100% paper inlay which aligns with the firms approach to sustainability

feels good in travel retail Luxury home and body cosmetics brand Rituals is building momentum in the Middle East market and beyond with its sustainable gift sets

Neil Ebbutt, Director of Global Travel Retail, Rituals

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ome and body cosmetics specialist Rituals has come a long way since it launched a travel retail business unit in 2012. Today, the brand has 400 shop-inshops, comprising about 300 physical shop-in-shop locations and 120 on cruise and ferry lines. By the end of the year Rituals will have 12 standalone stores that are either company-operated or retaileroperated, according to Neil Ebbutt, Director of Global Travel Retail, Rituals. The company has divided its travel retail business into five sales channels: standalone stores, shop-in-shops, cruise and ferry, airline, and the hotel B2B business. Brand awareness is picking up speed. Rituals has a heavy footprint in Europe and now has a presence in the Middle East/Africa. “There’s a lot happening in the Middle East. We’re currently listed in Dubai Duty Free, and we will be going into other areas,” he says. In the Americas Rituals has partnered with Essence Corp. as an exclusive distributor. By the end of the year, the company will have 25-30 points of sale in the Caribbean and Latin America. Brand awareness is also growing in

the Americas domestic market. “We are convinced that we can get ahead of the game. In travel retail we are in over 40 markets and domestic we are in about 27,” says Ebbutt.

Big launch in Asia

For 2019, Asia will be a big focus. Rituals recently partnered with DFS to open two shop-in-shops at the retailer’s downtown Hong Kong locations: T Galleria by DFS, Canton Road (July) and Causeway Bay (November 2017). Now, it is teaming up with Dufry to open stores in Macau. “As a company we are focusing our eyes on Asia. We are doing a big launch there – setting up an office, opening up a distribution centre in Hong Kong, so we are building the organization to give us the platform to go into Asia. The local presence will help us create awareness for the travel retail business.” Turning to the Rituals brand itself, inspiration is drawn from ancient Eastern traditions which are brought over to the West and commercialized in gift sets. “The route we are going to take [in Asia] is almost to pay tribute to their beautiful Eastern rituals and respect that. I think those markets will appreciate that we have

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taken on their rituals and commercialized them and paid respect to them.” Product inspiration comes from rituals as diverse as Turkey’s hammam culture; Ayurveda from India; and the Dao relaxing/slowdown ritual from China. Turning to new initiatives, Rituals showcased its relaunched gift sets at the TFWA World Exhibition in October. The sets have 100% paper inlay, which is therefore sustainable. After putting the paper in water it is completely gone after seven days, according to Amber den Hartog, Trade Marketing Manager Travel Retail. The sustainability angle came about after listening to its customers. “We are going to grow into a sustainable brand, conducting Life Cycle Assessment (LCA) studies on all our product packaging (done by the LCA Centre),”she says. Rituals has also relaunched some of its products as free from sulphates, parabens, etc. Ebbutt adds: “Ultimately the goal is to have a carbon neutral footprint. We will have the ambition to continually improve our sustainable offer. The refills are selling very well. Consumers like the pricing and also there is no waste going into the market.”

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Gulf-Africa MEADFA 2018  

Gulf-Africa MEADFA 2018