Dutch beauty brand Rituals was founded in 2000 by ex-Unilever employee, Raymond Cloosterman, who ‘Got an idea to start my own lifestyle brand with a completely new perspective on beauty”.
This unique philosophy together with a distinctive look & feel has given the brand a strong sense of difference that is consistent across markets & categories.
This sense of difference has enabled Rituals to command a premium price point and at the same time grow market share through increased salience as shown below for Germany.
The brand’s excess difference in its established markets results in high Future Power showing that Rituals is primed for growth in new spaces. The brand now operates more than 1000 stores, 3000 shop-in-shops across 36 countries throughout Europe, Asia, the Middle East, as well as North and South America.
Through its differentiating philosophy, Rituals effectively caters to the customer experience. Do you also want to amplify your CX strategy? Kantar described four mighty steps to build your brand through the experiences you deliver every day in an article about customer experience. Read the article here to get the CX factor now!
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