The travel retail rollout includes Amsterdam Airport Schiphol, Istanbul Airport, Paris Orly and Antalya Airport (pictured).

Rituals Cosmetics is rolling out its Amsterdam Collection across 120 travel retail locations worldwide, supported by a major activation programme spanning pop-ups, permanent retail placements and interactive retailtainment.

Created in partnership with Amsterdam’s Rijksmuseum, the body care collection combines Dutch tulip with Japanese yuzu, while its Delft blue-inspired packaging takes its cues from a 17th-century vase in the museum’s collection.

The travel retail rollout includes Amsterdam Airport Schiphol, Istanbul Airport, Paris Orly and Antalya Airport, with different activation formats being deployed according to location.

Flagship XXL pop-ups at Istanbul, covering 40sq m, and Antalya, at 57sq m, will anchor the campaign, alongside further pop-ups in Düsseldorf, Málaga, Warsaw Chopin and Prague. Impulse Podiums will extend the activation across additional airports, while Head of Gondola placements are planned for approximately 80 permanent retail locations.

“Travel retail is where we meet people in a moment of pause, in between places. That is exactly where the Amsterdam Collection belongs,” said Lotte Rozemuller, Global Travel Retail Director at Rituals. “It carries the story of our city and our partnership with the Rijksmuseum into 120 locations worldwide, and lets travellers take a piece of Amsterdam with them wherever they are heading.”

Retailtainment is a central element of the campaign. Selected Impulse Podiums will feature integrated digital content, while installations at Oslo Airport Gardermoen and pop-ups in Istanbul, Antalya, Amsterdam, Paris Orly, Düsseldorf and Málaga will incorporate a manual flower gumball machine designed to encourage interaction and increase dwell time.

Customers making a qualifying Amsterdam Collection purchase will receive one turn on the machine, with location-dependent prizes including hand massages, product samples and large gift sets.

Rituals is also supporting the launch with a gift-with-purchase mechanic. Customers spending more than €50 on Amsterdam Collection products will receive a Tiny Miracles beach bag, handcrafted by women from the Tiny Miracles communities in Mumbai, India.

The activation forms part of Rituals’ strategy to combine product discovery, storytelling and experiential elements within the travel retail environment.