AsPac ‘key focus region’ for Rituals as it opens three new doors across Hainan

By Luke Barras-hill |

The Golden Tiger candle comes in a Signature Collection set with six mini candles.

Rituals Cosmetics has launched three stores in Hainan and is running promotional activities in Macau ahead of Chinese New Year (1 February).

Two shop-in-shops feature in Hainan’s capital Haikou, a 10sq m space at Times DF x DFS Haikou Mission Hills Duty Free Complex and a 35sq m location at the Dufry and Hainan Development Holdings’ operated Global Duty Free Plaza situated at the Mova Mall.

Meanwhile, Rituals is present in Sanya with another shop-in-shop at the Hainan Tourism Duty Free Shopping Complex run by Lagardère Travel Retail and Hainan Tourism Investment Duty Free Co.

Melvin Broekaart, Director Global Travel Retail, Rituals said: “Asia Pacific is a key focus region for Rituals in 2022 as we continue with our mission to help consumers globally slow down and rediscover happiness in the smallest of things.


“We’re proud to have opened our first stores in Hainan and raise awareness of Rituals’ extensive gifting and exclusive Home product proposition in time for Lunar New Year – a key holiday in the Asian calendar.

To mark the Rituals’ store opening at the Hainan Tourism Duty Free Shopping Complex in Sanya, Lagardère and the brand are running a promotion in which customers spending over RMB450/US$70 will receive Mini Fragrance Sticks from Rituals’ Private Collection.

“The three stores offer the brand fantastic exposure and are an important stepping-stone to further openings in Hainan and beyond in Asia Pacific.”

All three shops concentrate on Rituals’ Home fragrance collections: Classic Collection, Private Collection, the luxury Signature and Mansion Collections, and Car Perfumes.

The Mansion Collection is available exclusively in travel retail Asia Pacific.

In China, the air care category comprises more than 50% of Rituals’ sales.

In Greater China, Rituals has paired with DFS Group to host a comprehensive campaign dovetailing with the key Lunar New Year gifting period.

Customers will benefit from exclusive products, offers and branding at the T Galleria by DFS, Shoppes at Four Seasons and City of Dreams stores in Macau, plus digital promotions.

To mark the ‘Year of the Tiger’, Rituals has crafted a luxurious candle available with DFS only in Macau until mid-February.

Handmade by skilled artisans in India, the Golden Tiger scented candle is available in a precious porcelain jar of 24-carat gold, embossed with tiger motif and decorated with platinum elements.

The candle comes in a Signature Collection set together with six mini candles with wild fig scent – the brand’s best-selling Private Collection aroma on Chinese e-commerce platforms.

Melvin Broekaart, Director Global Travel Retail, Rituals: “Asia Pacific is a key focus region for Rituals in 2022 as we continue with our mission to help consumers globally slow down and rediscover happiness in the smallest of things.”


To further elevate its presence, Rituals has secured exclusive branding on the in-store arches at T Galleria by DFS, Macau, Shoppes at Four Seasons, and City of Dreams from 2 January to mid-February.

The Signature Collection set and The Ritual of Ayurveda large gift set are promoted on the arches.

Customers purchasing a Signature Collection set and Ayurveda large gift set will receive a Sweet Jasmine luxury kitchen set GWP.

To support its physical presence, Rituals is making use of a digital campaign supporting the Chinese New Year gifting period.

The campaign incorporates adverts on DFS’ social media channels – WeChat, Facebook, Instagram and Xiaohongshu (Little Red Book) – in addition to light boxes and digital screens.

In an added twist, the travel retailer is pushing targeted communication around Rituals’ products to loyal T members.

The DFS campaign will also be pushed by Rituals via its TMall, WeChat and Little Red Book platforms.


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