Rituals Cosmetics is ringing in the holiday season with a new store opening and impactful festive campaign at Amsterdam Airport Schiphol. Both activities strengthen the Dutch brand’s presence at the world’s busiest international airport* during the key gifting and travel period.


Opened in early December, the new 30sq m Rituals store in Lounge 3 joins the brand’s three other standalone stores at Schiphol, in Lounge 1, Schiphol Plaza and Holland Boulevard. The latest opening showcases Rituals’ new store concept which is focused on maximising space in high-traffic locations. Rituals’ bestselling lines, Amsterdam Collection and travel retail exclusive sets are all showcased at the store and a special celebratory offer is available for the brand’s popular Foaming Shower Gel.

Rituals Director Global Travel Retail Melvin Broekaart comments: “Our company-owned travel retail stores have delivered a strong performance this year as a result of increased spending and consumers seeking products in the affordable luxury category. Our latest store opening at Schiphol is perfectly timed to coincide with travel retail’s recovery, currently being led by affordable luxury retail and gifting, and will be joined by another high-profile opening early next year.”

Rituals’ festive campaign this year – The Art of Giving – is inspired by the idea that genuine happiness comes from paying attention to the people in our lives and being thankful for everything we have. This holiday season, Rituals is encouraging consumers to celebrate loved ones with a gesture that shows their appreciation.

The Art of Giving is being brought to life at Amsterdam Airport Schiphol in impactful activities at all key touchpoints in the airport. Upon arrival in the main plaza, a beautiful 8-metre-tall Rituals Christmas tree – featuring 800 baubles and gift sets – greets passengers with the scent of Precious Amber and festive music. In the two weeks prior to Christmas, a gifting trolley offering medium gift sets from The Ritual of Sakura, Karma, Ayurveda, Jing, Samurai and Mehr will be introduced next to the Christmas tree, enabling travellers to complete last-minute shopping.

The festive experience is amplified on digital screens displaying The Art of Giving campaign visuals and video in the main plaza, by check-in and in departures. Rituals’ Art of Giving campaign complements Schiphol’s ‘From here to your loved ones’ festive campaign, which is also promoted on digital screens throughout the airport.

In keeping with the Art of Giving theme and season of good will, Rituals is running a special offer in November and December at its stores located after customs. Travellers spending a certain amount will receive a special gift-with-purchase, including The Ritual of Jing Shampoo & Conditioner, Private Collection Parfum d’Interieur or L’Éclat Eau de Parfum, to treat themselves or a loved one.

Broekaart continues: “It is our mission to fill people with joy, and for several years now, the Rituals Christmas tree has put a smile on travellers’ faces. We are delighted to bring some festive cheer to Schiphol during this important time of year when consumers are eager to show kindness to their loved ones.”

Schiphol Group Manager Brand Partnerships Jérôme Legger adds: “Rituals’ Art of Giving campaign is a lovely complement to our own festive promotion and we are pleased to partner with the brand to create a warm, festive atmosphere for passengers and visitors at Schiphol.”