Rituals rewarding their loyal brand ambassadors
Rituals is an omnichannel brand that operates within Retail, Wholesale, E-com and Travel Retail.
Industry: Consumer goods
Company Size: 1000+
Location: International
Extra: Rituals is the first brand in the world to combine Home & Body cosmetics.
Topic: Recruitment
Rituals Cosmetics is a brand dedicated to sustainable and personal wellbeing in the beauty luxury industry. Founded in Amsterdam in 2000, Rituals has been established as a global industry expert in over 33 countries present in vibrant cities such as London, Paris, Hong Kong and New York. In a world of luxury brands, Rituals aims to be the forerunner in the luxury standard of bringing beauty and wellbeing together in a sustainable future. To secure the future, Rituals was looking for a strategy that transforms employees into real brand ambassadors. The goal? To engage new potential employees with their brand. So Sunday helped by implementing company fashion.
The power of Rituals? They are everywhere. Whether you want to take a nice long bath or create a homey atmosphere with the rich scent of Asian incense, Rituals might be the first brand that comes to mind.
Yet, from a recruitment perspective they want to be top of mind as well. Discover their strategy to avid brand advocacy among new possible hires.
Rituals: a luxury home and body brand.
Rituals is a global brand that was established in Amsterdam, The Netherlands, in 2000. Today, Rituals operates in more than 870 stores, 2750 shop-in-shops across 33 countries throughout Europe, Asia, the Middle East, as well as North and South America. Rituals is an omnichannel brand that operates within Retail, Wholesale, E-com and Travel Retail. Over the next 10 years, they want to take the brand and company to the next level. This not only means opening more stores, but also building an even stronger community around the brand.
While everything starts with a good product and service, there’s more to building a community than that. If a company goes the extra mile to reach out to new hires through content, shared values and stories, happy employees may turn into faithful fans who spread the word and help the brand grow. Word of mouth is the most powerful marketing tool for a company; offline and online.
Transforming your employees into real brand ambassadors that spread the word is therefore the number one focus. To help Rituals, we implemented company fashion to start building a community around its brand.
Global recruitment event
Clothing builds brand equity, a sense of loyalty and shared community with employees and potential new hires. Two times a year, Rituals organizes a global recruitment event for their international recruiters. For the past two years, the event took place online. To end the event with a bang, Rituals sent the custom made hoodies all over the world to the doorstep of their recruiters.
“We feel the tightness in the labor market, you can say we have difficulties filling certain positions. With that sense, the hoodies are next to an employee gift that motivates, a piece to create awareness, brand equity and visibility. We can't measure direct results from this, but it's definitely giving a massive boost.”
Rituals already had several ideas about the design. From a recruitment perspective, they wanted to do something with the logo, preferably as big as possible. Rituals uses LinkedIn as their main platform to recruit, promote job opportunities and show off their company culture. Since we make it our business to understand our customers, we were able to transform their ideas into hoodies that are 100% on brand.
Since LinkedIn is used so often by the Rituals recruiters, it made sense that they wanted to showcase the hoodies on that platform as well. Recruiters were asked to post a picture with the hoodie at a unique place in the world on LinkedIn. The goal was of course to increase visibility on LinkedIn but also to show how great it is to work for Rituals. Since they had to stand out with the design, our design team created a hoodie that is 100% on brand. The dark blue contrasts perfectly with the colors of the logo on their back.
Holistic approach
When it comes to sustainability, Rituals takes a holistic approach. That core value ensures a perfect match with Sunday, we want to make a lasting positive impact on the planet as well. We work exclusively with certified materials, ranging from organic cotton to recycled polyester. We oppose disposable fashion and only produce company fashion that your stakeholders will actually wear!
“The hoodie is an item we wear all the time; from the office to hockey practice, from winter to summer. That’s a very important part in our mission to reduce our environmental impact.”
Rituals ordered a larger number of hoodies than there were international recruiters, but since the brand makes great strides in reducing their waste, they put the hoodies up as onboarding gifts for new recruiters. And of course, they also kept a few in stock for events. “Because there were so many enthusiastic reactions to the hoodies, we want to order new designed hoodies for our other departments.”