Recent research* reveals that 43% of travellers would like to see more initiatives around mental and physical wellbeing throughout their trip.

Hot on the heels of the theme, TRBusiness visited Amsterdam last week to discover Rituals’ first-ever book, experience the soothing effects of the ‘brain massage’ at the Mind Spa and find out if it may have a place at airports in the future.

We’re all aware of the tension-busting benefits that a physical massage can deliver – especially when you’re run off your feet at work or due to travelling.

Now, you can give your mental wellbeing some TLC at the Mind Spa at Rituals flagship store, The House of Rituals at Spui 10 in Amsterdam.

INTRODUCING THE MIND SPA

The spa, which opened in 2021 and is located on the fourth floor of the House, is dedicated to unwinding the mind through experiences that combine science-based techniques with the wisdom of ancient meditation.

From the Breathing Bubble, which offers 25-minute breath sessions, to the group meditation experience in the Mind Studio – there’s a lot to discover in the luxurious space.

It’s the Brain Massage, however, that stands out for its ability to guide you into a more relaxed state of mind through the use of specific frequencies and tactile vibrations weaved into a 4D music experience.

“I was very excited to test out the brain massage – it’s like lying down in a UFO,” said Dagmar Brusse, Creative Director at Rituals, in an exclusive interview with TRBusiness that took place in the Mind Spa.

“You are reclined as your legs need to be higher than your heart – there is a whole philosophy behind it. There’s music, sound, fragrance and movement all in one go. It does something to your system and your brain. It’s amazing. I can’t even explain it. You have to try it…”

TRBusiness took Brusse up on her offer and settled into the pod for the 30-minute ‘Deep Rest’ experience (from €29.50), which claims to help reduce the effects of insomnia on the body and reset the nervous system for an enhanced quality of sleep (there’s also a Deep Focus session that stimulates the brain).

A spa therapist guides you through what to expect from the session. All you need to do is recline the chair, snuggle under the blanket, put the headphones on and allow yourself to truly rest.

After struggling with intruding thoughts for the first few minutes, I was able to dial down my inner voice and embrace the experience. Afterwards, I felt deeply relaxed and the niggling tension in my neck and back that I’d been carrying from the previous day’s flight had melted away.

“These are quite extensive experiences that make you realise that if you do something for your brain you can feel so much calmer and you can carry yourself throughout the day feeling clearer and with more patience,” explained Brusse of the Mind Spa.

While it’s early days, there may be scope for the brain massage being available to rushed-off-their-feet travellers in an airport environment in the future.

“I think we will look at that but first we want to fully test it out here and make it perfect,” said Brusse. “This is so new that we really want to make sure that we have it perfected it before we roll it out. I can imagine it in our bigger stores, that you may have one pod, and especially for airports as you can now have a massage there.”

FOCUS ON WELLNESS IN TRAVEL RETAIL

A holistic approach to wellbeing, incorporating body and mind, has become a key focus for travellers due to the impact of Covid-19. A m1nd-set study in May indicated that a significant majority of travellers are more concerned than they were prior to the pandemic about their mental health (73%) and physical wellbeing (87%).

It also highlighted how travellers are keen to see more wellness opportunities in travel retail, with 43% stating that they would like to see more initiatives that cater to and prioritise their mental and physical wellbeing throughout the trip.

Rituals (which has a growing presence around the world, including at 10 airlines and airport lounges, as well as more than 150 cruise ships and ferries) has a rich experience in the field, which is communicated through the brand’s philosophy of ‘The Art of Soulful Living’, as envisioned by Brusse approximately four years ago.

It’s dedicated to helping people achieve personal wellbeing by unifying body, mind and soul and finding happiness in the smallest of things.

“I’ve been very interested in spirituality from about the age of 20,” she explained. “I like yoga and meditation but I’m not necessarily a ‘yogi’. For me it was important to find something that was more grounded, accessible and mainstream.

“I read a lot about it to satisfy my curiosity and when I started working with Rituals it felt like such a beautiful fit as [the topic] was already in focus. It was a natural flow into it to discover and embrace it.”

Getting to this more crystallised point is an organic evolution for the brand.

“Rituals was very innovative when it started more than 20 years ago by saying ‘hello, you are living your life on autopilot – let us help you change those everyday routines into more meaningful moments’,” said Brusse. “At first, people didn’t grasp what it was all about – it took about 15 years to land.”

Even now, there are people who consider meditation to be a daunting tool in the wellbeing toolkit, according to Brusse.

“If you look at meditation today and why some people shy away from it, it may be because people think having to zone out is a big task,” she said.

“Maybe you don’t want to sit on a pillow all day. Maybe you want to find other ways to meditate – and there are other ways to do it. Meditation should be like going to the hairdressers. It should be part of your routine to take care of yourself. But if you don’t feel like meditating, don’t do it. You don’t have to. There are lots of ways to find relaxation and get back to your core.

“That’s where The Art of Soulful Living comes in,” she explained. “It is a compass for personal wellbeing that aims to help people connect and bring more balance between body, mind and soul. And that balance, that alignment, ensures we achieve the ultimate form of wellbeing.”

Far from being self-indulgent, taking the time to look after our wellbeing could be the key to happiness.

A recent Global Happiness Survey by Ispos** shows that people are starting to feel happier than they did in mid-2020, a few months into the Covid-19 pandemic. However, the percentage of people saying that they are happy has significantly decreased in the last decade: by 10 points globally.

What’s more, just 15% of more than 20,000 people polled in 30 countries said they were ‘very happy’. Overall, people look to their health and wellbeing (both physical and mental) as what gives them ‘the greatest happiness’.

“It has become more mainstream to take care of your body and your mind and soul,” said Brusse. “We’re saying ‘slow down for a moment, look at your life and ask yourself if it’s necessary that you have all of that on your plate’.”

“Don’t rush your day – make sure you make a moment to slow down a little and that you don’t stress so much.”

RITUALS’ FIRST-EVER BOOK

If you’re yet to pay a trip to the Mind Spa at The House of Rituals in Amsterdam, you’ll be pleased to know that the brand’s philosophy has been brought to life in a coffee table book titled The Book of Rituals: the ultimate guide to personal wellbeing.

The limited edition 400+ page tome is the first ever book produced by Rituals Cosmetics and was launched on 9 June at the Research Library of the Rijksmuseum.

Each chapter explores a different theme of the company’s ‘compass to wellbeing’, from Authenticity and Kindness to Joy, Passion and Love with visuals created by photographer and artist Jasper Abels.

The chapters open with a deep dive into each theme and evolve through poetry and inspirational stories from around the world. Add to that are accessible exercises, recipes, easy routines and tools for self-discovery.

“In hindsight I have been working up to this point since I started working for Rituals,” said Brusse of the book, which is priced at €89.90/US$94 and is available in House of Rituals and through Rituals’ online channels, as well as in selected stores from 1 July 2022.

She said the seed was sown for the project just before the Covid crisis struck.

“The Art of Soulful Living philosophy was in place, and I became more convinced that we should take this route and that it was being embraced,” she explained. The striking result has been a labour of love.

“It’s something that’s beautiful to look at it, which holds some really inspirational content,” added Brusse.

Throughout its pages, you’ll also find profiles of notable people such as happiness ambassador Mo Gawdat; comedian turned mental health campaigner Ruby Wax; head chef Renaud Goigoux of Restaurant Rouhi (situated in the House of Rituals); and Rituals Cosmetics’ founder Raymond Cloosterman.

All the interviews were penned by Brusse, as were the introductory pages and chapters. A substantial portion was shot on location in Mexico, which Brusse described as an ‘amazing experience’.

“When the first book rolled off the production line I wasn’t there as I was shooting in Morocco but my team surprised me as one of my colleagues drove to the airport to give me one when I landed,” she explained. “It was such a proud and amazing moment. It’s the next phase for the brand and we’re going to give so much more to the consumer.”

ASIA PACIFIC ‘KEY FOCUS REGION’

As reported in the May e-zine, the Dutch beauty and wellbeing house pushed ahead with its first three store openings in Hainan, plus promotional activities in Macau, before Lunar New Year.

Two shop-in-shops are in Haikou: a 10sqm space at Times DF x DFS Haikou Mission Hills; and a 35sqm unit at the Global Duty Free Plaza store, run by Dufry and Hainan Development Holdings, in the Mova Mall complex.

A third 35sqm shop-in- shop in Sanya, Hainan’s shopping hub, was opened at Hainan Tourism Duty Free Shopping Complex operated by Lagardère Travel Retail and Hainan Tourism Investment Duty Free Company.

Melvin Broekaart, Director Global Travel Retail at Rituals, commented: “Our first stores in Hainan will raise awareness of Rituals’ gifting and home product proposition. They offer the brand fantastic exposure and are an important stepping stone to further openings in Hainan and elsewhere in Asia Pacific.”

Rituals has a USP to some degree in Asia, as it is well known for air care (for example diffusers and candles), not a segment widely targeted by luxury beauty houses.

Meanwhile in Macau, Rituals has partnered with DFS Group at T Galleria by DFS, Shoppes at Four Seasons and City of Dreams stores supported by exclusive product presentations and digital promotions.

You can leaf through some of the pages that feature in the Book of Rituals below. 

Sources: *Be well, be happy – health & wellbeing in travel retail: m1nd-set May 2022). **IPSOS Global Happiness Survey 2022.