Rituals has teamed up with the Rijksmuseum for the creation of a bespoke product range – the Amsterdam Collection – which will be available exclusively at the Rijksmuseum and Amsterdam Airport Schiphol in partnership with retailer Kappé. The collection can also be experienced onboard KLM Royal Dutch Airlines.
In the 17th century, Amsterdam was a vibrant city with global overseas connections. For the first time Asian luxury goods coloured and influenced Amsterdam; fragrant spices, exotic flowers, porcelain and luxury textiles caused a sensation. Inspired by an iconic 17th century Delft Blue vase that is featured in the Rijksmuseum, the Amsterdam Collection contains products to provide a feeling of ultimate relaxation. The Amsterdam Collection’s fragrance – reminiscent of the century when the Dutch brought home exotic treasures – combines a tulip accord, fusing spicy accents of black pepper balanced with warm sandalwood, and Japanese yuzu.
The Amsterdam Collection comprises the following body products: Rituals’ best-selling Foaming Shower Gel, Body Cream, Body Mist and Hand Wash and Hand Lotion. Home products include Fragrance Sticks, featuring a wooden cap and gold leaf design inspired by the Delft Blue vase, Parfum d’Interieur and a Scented Candle made from porcelain.
A special gift set has been developed for the Amsterdam Collection, containing bodycare essentials: Foaming Shower Gel, Body Cream and Body Mist.
The Amsterdam Collection’s launch at Amsterdam Airport Schiphol is being supported by a high-profile animation at the Dutch hub, which started on 1st June. The 360-degree campaign, which targets international travellers at every leg of their journey, includes substantial OOH advertising in Lounge 1 and 2, social media advertising campaigns, a pop-up in Schiphol’s Lounge 2 and gifts-with-purchase.
The pop-up at Lounge 2 – which has the airport’s highest number of arriving, departing and transferring travellers – features a replica Rijksmuseum vase, which the product design is based on; product placement; a water table experience for hand and arm massages and a sharing box. The sharing box feature allows travellers to create an Amsterdam Collection memento by taking a photo or GIF in front of an Amsterdam Collection-themed backdrop. Users have the option to e-mail the photo and GIF or share it on their Instagram, Facebook, WhatsApp and Weibo accounts.
The campaign aims to reach as wide an audience as possible through several tools, including the use of Mandarin communication and Schiphol’s digital OOH networks. The Amsterdam Collection is featured in the June issue of Schiphol’s English/Mandarin bilingual See Buy Fly Chinese brochure, which is handed out to arriving Chinese passengers. The collection is also being heavily promoted through multiple banners on Schiphol’s Weibo page and website.
Neil Ebbutt, Rituals Director Travel Retail, comments: “The beautiful Amsterdam Collection and supporting promotion at Amsterdam Airport Schiphol highlights our ongoing commitment to offering travellers exclusive products and experiences. Through our specially created campaign, which includes Mandarin communication and the use of social channels, we are able to reach travellers at every stage of their Schiphol journey and ultimately turn them into Rituals fans. The Amsterdam Collection provides travellers with the opportunity to take home a lovely souvenir from their trip, while completing the 360-degree Rituals experience.”
Copyright The Duty Free Hunter 2019