Rituals enlists Wang Feifei to build brand awareness among Chinese

By Luke Barras-hill |

Beauty brand Rituals has enlisted its first celebrity brand ambassador in Greater China.

Wang Feifei will use her life experience to promote the brand’s classic body care series, ‘Private Collection’ range of home fragrances and ‘The Ritual of Jing’ line.

Rituals says the appointment of Feifei underlines a commitment to raising brand awareness with Chinese consumers and expanding visibility in a market the company entered just shy of 12 months ago.

Wang Feifei demonstrates a passion for life and commitment to living soulfully, synonymous with the values of Rituals.


Feifei is a loyal fan of Rituals and regularly shares her experience of using the products on social media.

Chief Marketing Officer Lucas van Eeghen said: “We are very honoured to invite Wang Feifei as the brand ambassador of Rituals Greater China.

“We believe that together we are able to showcase the Rituals mindset of slowing down and finding the luxury in your daily rituals while aiming to inspire you as well as make you feel good.

“Feifei embodies the Rituals lifestyle of ‘Happiness can be found in the smallest of things’ with her appreciation of loving a high-quality life and a deep understanding of the beautiful moments in expressing her art. We are happy to welcome Feifei to our Rituals Family.”

The company currently sells its products in China via Tmall, WeChat and Little Red Book.

It has two downtown duty free shops in Hong Kong and three downtown duty free stores in Macau.

Rituals also sells products through online and offline locations with Lotte Duty Free and The Shilla Duty Free in South Korea.

In 2019, Rituals opened a warehouse facility and office in Hong Kong to support its growth plans across all channels in Asia – including travel retail.


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