Rituals Cosmetics

Adapting Rituals Cosmetics to the rituals of the Middle East

the rituals of light magazine

Rituals Cosmetics

Middle East adaptation of Dutch cosmetics brand

Market insights and clear guidelines for a Middle East approach. With a local market strategy and positioning that supported the famous Dutch brand in transitioning smoothly in the UAE market.

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.


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

Brand assessment
Market analysis
Target audience research

Strategy & Story

Cultural adaptation of the brand strategy

Concept & Design

Brand identity adaptation
Communication tools design
Magazine design
P.O.S. materials design

Implementation & Activation

Project management

“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, Former General Manager Middle East at Rituals Cosmetics

“Being in the region for such a long time gave us invaluable knowledge that allowed us to partner with Rituals to situate themselves seamlessly in this region, adapting the brand to the customs of the locals”

– Dennis de Rond, Founder Skyne

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