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Case Study

Rituals Cosmetics: Building the world’s leading well-being brand in Asia

By Dominique Turpin and Sandeep Puri

21 pages

August 2023

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Reference: IMD-7-2411

Rituals, founded in the Netherlands in 2000 by Raymond Cloosterman, has had double digit growth over the last 15 years. It had taken the European beauty industry by storm, opening two to three stores weekly. At its current pace, Rituals would soon be opening over 150 new shops per year and expanding to new markets on an annual basis. In addition to having its own stores network, Rituals’ sales channels included franchises, travel stores, various partners such as luxury hotels and an online shopping platform in multiple languages. Cloosterman’s ambition was to double his business from €1 billion to €2 billion over the next 5-10 years. Part of that plan was a very strong footprint with brick-and-mortar stores, and an online share of 25% to 30%. Offline and online experiences had to become a seamless kind of operation. Cloosterman believed that it would be difficult to reach a €2 billion target without expanding his brand into Asia.

Learning Objective

Brand development
Disruption
Launching a new brand in Asia

Keywords

General Management, International Marketing, Global Marketing, Branding, Cosmetics, Disruption, Responsible Consumption, Responsible Production, Marketing

Settings

Netherlands
Rituals Cosmetics, Consumer Goods, Cosmetics and Perfumes
2022-2023

Type

Field Research

Available Languages

English

Related material

Teaching note

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