CHINA. Rituals Cosmetics has teamed up with retailers Gebr. Heinemann and DFS Group in Macau to host a series of promotional activities the lead-up to the festive holiday season. The promotions are part of Rituals’ strategy to raise awareness of its extensive gifting and home collection proposition in the Asia Pacific region.
Rituals Director Global Travel Retail Melvin Broekaart said: “Gifting is a core pillar in our strategy and has a significant role to play both in our own growth as a brand but also more generally in travel retail’s recovery.
“Given its importance during the upcoming holiday period, and our growing share of the gifting category, these activations will strengthen our brand awareness in Asia Pacific as we look to accelerate our expansion in this key region.”
Rituals and DFS are bringing to life the essence of togetherness, attention and gift-giving with a comprehensive campaign that incorporates exclusive products, offers and branding.
Promotional activities are taking place at the retailer’s T Galleria by DFS Four Seasons and City of Dreams stores in Macau, further complemented by substantial digital activity.
Rituals’ new-look gift sets, available in a wide array of colours, are inspired by Sumi-E and Ikat – both traditional Asian colouring techniques. Customers who buy two gift sets at one of the DFS locations will receive a -20% discount and those spending over a certain amount will receive a luxurious gift-with-purchase.
To create further awareness of the gifting campaign, Rituals has exclusive branding on the in-store arches at T Galleria by DFS, Macau, Four Seasons and City of Dreams from 8 November to 31 December.
A digital campaign supporting the Christmas gifting period incorporates advertisements on DFS social channels – WeChat, Facebook, Instagram and Xiaohongshu – and a livestreaming event in December, highlighting the Ayurveda Large and Jing Medium gift sets.
DFS is lending further support in the form of a targeted communication about Rituals products to its Loyal T members, potentially reaching up to 5.5 million consumers. Rituals will be promoting the DFS campaign on its TMall, WeChat and Little Red Book platforms.
Rituals has partnered with Heinemann to open a 35sq m pop-up at the retailer’s store in the new Lisboeta Macau until March 2022. The pop-up features a design inspired by Rituals’ Private Collection (the brand’s bestselling line in the APAC region) that incorporates floral design elements to highlight product ingredients.
Adopting the slogan ‘beauty of attention’, the brand is highlighting the important role that the home plays in nurturing consumer wellbeing.
The space promotes Rituals’ Private Home collection, with a special focus on the fresh, rich and floral fragrance sticks, candles and parfum d’interieur. The collection is designed to enrich living spaces and as an ideal luxury gift.
Heinemann is running a series of activities to raise awareness of the pop-up, including tour group incentives for purchases of Rituals products and displaying Rituals campaign videos throughout the H853 shopping and dining mall of Lisboeta Macau, one of Macau’s newest travel destinations.
