Project Description

Middle East adaptation of Dutch cosmetics brand
Rituals is currently opening several stores in the Middle East and Skyne was commissioned to help with the cultural adaptation of the brand.
Rituals helps you slow down, to find happiness in the smallest of things.

Rituals Cosmetics, Europe’s no. 1 bath & body brand is rapidly expanding across the world and is currently opening several stores in the Middle East. Skyne was asked to strategically adapt the brand, its story and its visual language to captivate the Middle Eastern audience. This is more than just an Arab translation; it’s finding the key ingredients for a successful emotional connection with the target audience. Catering to the local audience’s taste and traditions, yet staying true to Rituals’ brand values.

We kicked-off our collaboration with an inspirational workshop in which the Rituals team from their Head Office took us on a brand journey and we presented local insights. Skyne looked into which assets of the Rituals brand should be highlighted when communicating and connecting with the selected audience. We determined the local strategy, set the guidelines for cultural brand identity adaptation and created specific communication tools to engage the Middle East target audience during Ramadan.

Rituals received a tailor made report containing a comprehensive overview of all elements you should take into consideration when entering a new market, including local market opportunities and strategic choices for the UAE, Oman and Qatar expansion. The client was very happy with such a detailed, yet practical report as well as the visual guidelines for the local brand identity and the communication tools that were created specifically for Ramadan engagement. At the moment we are collaborating with Rituals on a new project.


Insights and opportunities: Brand assessment, Market scan, Target audience research / Strategy and story: Cultural adaptation of the brand strategy / Concept and design: Brand identity adaptation, Communication tools, P.O.S. materials / Implementation and activation: Project management