Adapting Rituals Cosmetics to the rituals of the Middle East
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.
Understanding the market and anticipating consumer behaviour
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. Furthermore, we looked into which assets of the Rituals brand should be highlighted when communicating and connecting with the selected audience.
“Skyne has supported us with the local adaptation of the Rituals Brand Book to ensure that our communication is in line with cultural specific requirements. It’s a great partnership which is essential for a successful launch of the brand in the region.”
– Björn Floot, General Manager Middle East at Rituals Cosmetics
STRATEGY & DESIGN
Putting the adaptation into practice
The challenge was to identify Rituals’ true competitive differentiators and to adapt & interpret the local culture while remaining faithful to the values of the brand. Skyne determined the local strategy, set the guidelines for cultural brand identity adaptation, including use of Arabic typography, 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. Since then we have created several other communication means and we have been consulting Rituals on their market approach.
How we helped Rituals adapt to the local market
Research & Analysis
Target audience research
Strategy & Story
Cultural adaptation of the brand strategy
Concept & Design
Brand identity adaptation
Communication tools design
P.O.S. materials design
Implementation & Activation
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