One of the fastest-growing European beauty brands, Rituals Home and Body Cosmetics, founded in 2000, has launched its first two US boutiques this year in Manhattan. The Dutch company, now comprised of over 300 international stores and 450 shop-in-shops, has additionally solidified its US presence by rolling out in 18 Barneys New York stores. Its award-winning concept incorporates six core collections, which encompass beauty and grooming products for both personal and home care.
Their targeted consumer is one who can appreciate the sophistication, and the approachable luxury of the brand. Their strategy to break into the US market began with appealing to influencers in the entertainment industry through gift bags at all major awards shows, such as the Golden Globes and the Grammys.
Other marketing strategies that have proved successful include brand partnerships with influential beauty sampling companies. The main firms, Birchbox and Glossybox, feature monthly gift boxes filled with sample sized versions of products, for a small fee to subscribers. Subscribers can then buy the full sized versions directly off of their websites. These models have proved to be the path of least resistance for new beauty brands looking to gain market share and brand awareness quickly. Ritual’s marketing strategy is focused on allowing consumers to experience the products firsthand, allowing them to develop their very own “rituals.” This strategy allows the consumer to incorporate the brand into their everyday life practices.
Ritual is also following trends in the market, paying close attention to the increased interest in men’s grooming products. To stay on trend, they have launched a streamlined men’s collection, which has already proven successful. So what is next for this quick moving brand?! Targeting consumers in high-end department stores and through e-commerce all over the US, but most specifically on the West Coast. Also, a launch to appeal to ingredient conscious consumers through a mineral makeup collection is set for this November/December. Just in time to make it into holiday stockings!