Guest column: Lotte Rozemuller on Rituals’ first Mind Oasis concept in travel retail

Introduction: In this contributed feature, Rituals Head of Travel Retail EMEA & Americas Lotte Rozemuller reflects on the launch of the brand’s first Mind Oasis in travel retail at Amsterdam Airport Schiphol. The concept blends wellbeing, luxury and convenience to elevate the airport experience, marking a new chapter in Rituals’ journey as a global wellness brand.

Rituals is in an exciting stage of its brand journey. We recently announced our financial results for 2024, which saw revenue earnings exceeding the €2 billion mark for the first time and an incredible +21% sales growth across all channels.

These statements are more than just numbers; they mark Rituals’ shift from a scale up to a global company, an advancement that can also be seen in our growing travel retail presence.

Rituals was created to bring moments of calm to people’s lives in a luxurious and premium way and for the past twenty-five years, we have worked hard to deliver on our promises to people and planet. Part of our ethos is to distinguish Rituals as a wellbeing company first which is why every product, campaign and concept is purposefully created to impart the art of soulful living to our customers.

The latest initiative we embarked on to achieve this was to bring greater mindfulness to the travel retail sector, by opening the world’s first Mind Oasis in an airport at Amsterdam Airport Schiphol.

The Mind Oasis at Schiphol Airport is designed to help travellers relax and feel refreshed before they continue their journey. And as more airports prioritise passenger wellbeing, we are thrilled to be leading the way in offering a space that truly meets the mental and physical needs of today’s travellers. Consumers are also showing a greater interest in wellbeing with market growth expected to increase by 5-10 percent annually[i].

To ensure we meet the increased demand in this sector, Rituals opened a new standalone store at Schiphol Airport along with the Mind Oasis, integrating our product offering to cater to both retail and relaxation needs. This way, passengers can experience mindfulness in different formats.

The importance of relaxation in the travel experience

It’s important to consider the unique environment and mental state travelling consumers are in and how relaxation can act as a remedy in this channel.

Research shows that one third of international passenger’s experience stress during their journey[ii]. At a micro level, airport procedures like security checks are considered the biggest source of stress and typically happen before a consumer enters the duty-free space[iii]. This presents an incredible opportunity for Rituals to step in and present a form of relaxation to remedy the negative feelings passengers are experiencing.

Yet, as stressful as travel can be, it is on the rise[iv]. IATA predicts that in 2025, passenger numbers will exceed the 5 billion mark for the first time[v]. Rituals have the chance to not only introduce our brand to a growing passenger base who will have transit time on their hands, but also present an immersive solution to travel stress.

What really makes the Mind Oasis special is how it meets more than one consumer demand. It addresses tension associated to travel but it also achieves this in an experience-driven way, aligning with the preferences of today’s travellers. In-store experience has become a leading motivation for purchase in travel retail with 45% of shoppers saying the experience is the reason they buy[vi].

Stores that look nice are also increasingly attracting more customers in travel retail[vii]. With these insights in mind and the combination of our experience driven Mind Oasis and beautifully presented store, we are confident that passengers passing through Schiphol Airport will engage with the Rituals brand and discover luxurious relaxation first-hand through the Mind Oasis.

Integrating wellness with luxury and convenience

It was important for the Mind Oasis to be as seamless as possible for passengers, to ensure we provided every reason why they should experience the exclusive concept. Convenience played a big role in our adaptation of the Mind Oasis to the travel retail environment as we considered how best we could meet the needs of time-constrained travellers.

For example, Rituals caters to passengers who are in a rush with short sessions starting at just 20 minutes. This makes it easier for passengers to take time out of their journey to experience the Mind Oasis. For those with more transit time, sessions can be booked for as long as 1 hour and 40 minutes. Customers can also keep their clothes on during all treatments, further emphasising the convenience of the Mind Oasis. Their luggage can be stored safely in a secluded area, giving them peace of mind while they enjoy the experience.

Signature experiences

Considering the space constraints within travel retail, we wanted to maximise the Mind Oasis concept by delivering a holistic experience that could best remedy passenger stress: the hydro massage for physical relaxation as well as the brain massage for mental relaxation that could best remedy passenger stress: the Brain Massage and Hydro Massage.

The Brain Massage combines techniques to deeply relax and recharge the mind. It begins in a reclining Zero-G chair, which promotes relaxation by positioning the body so that the knees are above the heart, signalling to the brain that it’s time to relax. Through breathwork techniques, the session helps lower the heart rate and calm the nervous system.

4D sounds are used to guide the mind into a meditative state, while light therapy and fragrance therapy work together to create and maintain a soothing environment, promoting a sense of peace. The Brain Massage is an incredibly effective method for stress relief and mental recharge. 76% of customers report that just 30 minutes of Brain Massage feels like two hours of sleep, while 86% experience instant stress relief, and 79% feel mentally recharged.

The Hydro Massage combines warm water, hydro-jet massage, and red-light therapy to relieve physical stress and muscle tension. Floating on a warm waterbed, the sensation of weightlessness promotes relaxation, while targeted hydro-jets massage in circular motions, penetrating deeply into the tissue to alleviate muscle pain. Red light therapy stimulates collagen production and boosts skin cell metabolism, promoting skin regeneration. The Hydro Massage is an effective way to unwind, with 88% of customers reporting significant relief after a single session.

Led by strategy, informed by brand values

As Rituals shifts into a global brand with an expanding worldwide presence, Amsterdam will always remain our home. The opening of our first Mind Oasis in travel retail at Schiphol Airport is a tribute to our roots, and we are deeply grateful for the airport’s partnership as we set a new standard for travel retail experiences.

By unveiling the first Mind Oasis in an airport, Rituals seamlessly blends its core values of wellbeing, luxury, and accessibility. This milestone not only reflects our commitment to delivering mindful moments lives but also shows our ability to meet the growing demand for wellness and experiential shopping, highlighting our continued leadership in luxury beauty and wellbeing.

[i] McKinsey

[ii] M1nd-Set

[iii] https://civicscience.com/as-vacation-season-heats-up-many-americans-are-feeling-stressed-over-travel-planning/

[iv] Global Business Travel Association (2023)

[v] IATA

[vi] M1nd-Set

[vii] M1nd-Set