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Brief Published: 4 May 2016

Rituals Taps Holistic Marketing

Rituals Karma range

Dutch international beauty and homeware brand Rituals has launched a new bath, body and home range tapping ancient Eastern philosophies for a wellness-based beauty experience. Each of the brand’s bath and body ranges are based on Eastern traditions, with the latest tapping into the concept of good karma.

The collection, which comprises a body scrub, cream, mist, shower oil and foaming shower gel, is fragranced with white lotus (or holy lotus) and bergamot and “promote a sense of wellness for body and soul”, according to the brand.

The ancient Hindu belief of karma – which promotes living positively and doing good deeds in order to similarly benefit from good fortune – is one of a few holistic philosophies currently being tapped by beauty brands targeting a new breed of soulful consumer. See Make It Magic, where we explore how new spiritual approaches to beauty are gaining mainstream traction.

While there isn’t any way for a brand to actually bottle karma, from a marketing perspective Rituals’ new range shows how easy it is to embrace wellness and seduce consumers with feel-good branding. This concept of wellness is currently a key driver for cross-sector innovation, see our new Macro Trend, The Business of Wellbeing for more.