Rituals Cosmetics is rolling out the Amsterdam Collection across 120 travel retail locations worldwide, bringing the story of East meets West to some of the busiest airports on earth.
Created in partnership with Amsterdam’s iconic Rijksmuseum, the elegant body care range blends the famous Dutch tulip with zesty yuzu, native to East Asia, and features a rich and vibrant fragrance combining a floral bouquet and tulip accord with spicy notes of black pepper, balanced by warm sandalwood. Its unique design pays homage to a beautiful Delft blue vase in the museum’s collection.
The collection will be available across international travel hubs such as Amsterdam Airport Schiphol and Istanbul Airport, alongside key European gateways and high-traffic leisure destinations. A mix of activation formats, tailored to each location, will be deployed to maximize visibility and engagement across the network.
“Travel retail is where we meet people in a moment of pause, in between places. That is exactly where the Amsterdam Collection belongs,” says Lotte Rozemuller, Global Travel Retail Director at Rituals. “It carries the story of our city and our partnership with the Rijksmuseum into 120 locations worldwide, and lets travelers take a piece of Amsterdam with them wherever they are heading.”
The rollout features Flagship XXL pop-up concepts at Istanbul (40 sqm) and Antalya (57 sqm), supported by further pop-ups in Düsseldorf, Málaga, Warsaw Chopin and Prague. Impulse Podiums extends visibility across a wider group of airports, with Head of Gondola placements in approximately 80 permanent retail locations.
Retailtainment is core to the campaign strategy. Selected Impulse Podiums will be enhanced with integrated digital screen content, while dedicated installations will feature a manual flower gumball machine designed to encourage interaction and increase dwell time within the retail environment.
Each qualifying Amsterdam Collection purchase earns customers one turn of the flower gumball machine. Depending on the location, prizes include a hand massage, an Amsterdam Collection product sample or a large gift set, adding a playful and rewarding moment to the shopping experience.
Customers spending over €50 on Amsterdam Collection products will also receive a complimentary Tiny Miracles beach bag GWP. Handcrafted by women from the Tiny Miracles communities in Mumbai, India, these bags reflect Rituals’ commitment to sustainability and social sourcing.
