Rituals Cosmetics: Building the world’s leading well-being brand in Asia
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.
- Brand development
- Disruption
- Launching a new brand in Asia
Rituals Cosmetics, Consumer Goods, Cosmetics and Perfumes
2022-2023
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications
In an era where management innovation is the driving force behind business success, few companies exemplify transformation as vividly as Haier. From its modest beginnings in Qingdao, China as a refrigerator manufacturer, Haier has grown into a glo...
More than 80% of purchases are made by women. But reaching, interacting with, and converting female consumers is a challenge for most companies. You can get through the maze of marketing to women by using these four guidelines.
This case sets up the context for how the global, IT company SAP transformed a grassroots mindfulness program into a formal offering. Using the situation of a skeptical participant as its starting point, it recounts the story of how Peter Bostelma...
This case picks up the story in 2014 and describes how Bostelmann and SAP spread and deepened the roots of the grassroots program over the span of a decade.
Here is a brief look at some of the top questions businesses should consider as they navigate this new era of industrial policy.
Say no to command and control and give employees time to experiment and learn to embrace failure.
This note explores the integration of neuroscience insights into executive coaching, focusing on seven key areas: neuroplasticity and growth mindset, mindfulness and self-awareness, emotional self-regulation, motivation and goal-setting, habit for...
While it’s tempting for business leaders to think they can safely navigate a divisive cultural and political landscape, it’s a fool’s errand.
In the newly revised second edition of High Performance Boards: A Practical Guide to Improving & Energizing your Governance, author Didier Cossin delivers an incisive and practical roadmap to board governance best-practices. Accessible to professi...
The case study delves into strategic transformation and leadership transitions at Unilever since 2009. Unilever has been an industry leader of business sustainability. Paul Polman was a pioneer who introduced the idea that, by addressing social an...
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD 17 October 2024
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD 26 August 2024
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications