Celebrating of brand love

CELEBRATING LOVE – AND LOVE BRANDS

Not only at Christmas time, brands that truly touch us are marked by their attitude, dedication and emotional brand message. They arouse desire and intensely enrich the lives of their customers. How does communication turn brands into sensory experiences? A strong love brand becomes part of how we see our lives – beyond mere consumption.

We are delighted to have personally experienced the RITUALS love brand at our MARKENWIRTSCHAFT in October, as told by Chris Beier. She gave us her personal insight into the brand, its message and the importance of RITUALS ambassadors.

‍

The interview (translated from German)

‍

ENDMARK: Pausing and consciously incorporating rituals into hectic everyday life. One of the guiding principles of the RITUALS brand and one of the challenges of today. What do you consciously take time for in everyday life?

‍

Chris Beier: My new “learned style” is to start the day with 5 to 10 minutes of meditation, because my day starts early — usually around 5 am. As a person guided by movement, meditation wasn't always natural for me. Today, I need that relaxed start into the day! I don't want to miss it anymore. [...] This always helps me to start my tasks positively with my “YES mentality” and also to "ritualize" the people around me with this contagious spirit. [...] We are all very energetic, and precisely for balance, many of us practice yoga and meditation – without remaining in the “ommmm position.”

‍

ENDMARK: CEO Raymond Cloosterman went on a trip around the world for inspiration to create the RITUALS brand. Where do you gather new ideas for thematic worlds, products and, in the truest sense of the word, rituals?

‍

Chris Beier: I am fascinated by brands that carry a message. The Far East is rich in rituals and a great source of inspiration for us. This is reflected throughout our brand.

‍

“We believe in the power of word of mouth.”

‍

ENDMARK: As a brand that lives its story with all senses, RITUALS creates, among other things, a coherent connection between language and design. What role do the two components play — individually and side by side?

‍

Chris Beier: Our strength lies in getting people to discover our brand and learn to love it. We believe in the power of “word of mouth.” We love to see returning customers and fans take their friends and family shopping so they too can experience the brand, our lovingly created stores, and our beautiful luxury products.

‍

ENDMARK: RITUALS brings around 200 new products onto the market every year — always in line with brand-relevant stories developed in advance. When do you make the decision to develop a new collection with an own new name? What is the process to this new name?

‍

Chris Beier: Innovation strength is our motivator, driving us time and again to expand existing product lines, or even launch completely new rituals. Our innovation team is tireless in this regard. In order to develop the best products for our customers, the process can often take several years. Only when we are completely convinced and have tested the products, we enter the market. An important aspect of product development and manufacturing: sustainable and respectful use of our resources. In our efforts to operate more sustainably as a company, we are committed to our three Rs: Reduce, Reuse, and Recycle. So we want to use recyclable and recycled materials and "refill" packs as much as possible.

‍

“We want our customers to feel at home during a hectic stroll through the city and relax for a moment. ”

‍

ENDMARK: Our world is becoming more and more digital and topics such as voice are playing an increasingly important role. How important is “tangible” well-being?

‍

Chris Beier: We are constantly working on innovations and surprise factors in store concepts to create unique feel-good experiences (e.g. welcome tea for every guest, water islands to try out the products, hair temples for individualized hair care). Experiencing and “touching” the brand and our products is very important to us. Our customers should feel at home during a hectic stroll through the city and relax for a moment. As a result of the expansion of our product range and our new room concept, we have opened larger stores in order to present our beautiful new innovations even more impressively and to be able to offer customers a real feel-good shopping experience. The market is constantly evolving and there are many new brands. Meanwhile, we are committed and proud that the RITUALS experience is a unique unique selling point.

‍

ENDMARK: Do you actually have a favorite product?

‍

Chris Beier: Oh yes! Seasonal highlights are timless, such as the “golden foam” from the Tsuru collection. What a nice Japanese ritual: folding the crane and handing it over as messenger of luck. [...] Otherwis, I am an energetic person, the fresh yuzu in Laughing Buddha, the Good Karma ritual and the balancing Dao — these are all “mine.”

‍

ENDMARK: Which product would you most like to create?

‍

Chris Beier: It's already here — starting March 2020 to be exact. I believe in short intensive sleep to get the day off to a fresh start: rest during the night & action during the day. However, I am aware that not all people have it as good as I do: falling asleep and staying asleep and thus starting the day joyfully, full of energy. We will support you with a “Sleep Collection” — stay tuned.

‍

ENDMARK: We're really looking forward to it! Thank you very much for the exciting interview!

‍

Thank you, Chris Beier, for the great brand evening and the insights.

‍

The Endmark team would like to thank all customers, partners and friends for a successful 2019. In terms of brands and language, we are already looking forward to all the new topics and challenges that await us in the new decade of 2020. Brand identity, brand differentiation, brand names and brand language... Bring it on!

‍

We wish everyone a Merry Christmas and a Happy New Year.

‍