Rituals

Overview

A home and body cosmetics brand centred on transforming daily routines into memorable moments, Rituals provides customers with an enriched, multi-sensory experience through its use of natural ingredients and beautiful scents and design. Seeking to energise the body, mind and soul, the brand has grown internationally since its launch in 2000. The brand’s success has resulted in the opening of stores and concessions in over 23 countries worldwide.

Challenge

In spite of achieving international success, Rituals has not been able to establish itself as a key player in the UK beauty market. The brand was looking for in-depth understanding of who their UK customers were and their purchase behaviour, why they were so loyal to the brand as well as who really competes with them and how.

Michaela Christine Wolf was tasked with conducting in-depth market and customer research to help Rituals grow their brand into a profitable and high-performing business in the UK and meet its growth targets within their budget in the short & medium term.

Solution

To gain an in-depth understanding into the Rituals customers and the UK competitive landscape, Michaela Christine Wolf conducted one-on-one interviews with a range of loyal customers, internal stakeholders as well as extensive primary & secondary market research. The research identified that the brand awareness is very low. However, the brand story and experience of Eastern traditions and rituals were central to why customers chose the brand and how Rituals was differentiated from its UK competitors. Strategic brand and growth recommendations were developed across all external and internal marketing channels to help position the Rituals brand as a premium beauty and lifestyle brand and provide a return on investment of marketing spend.