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Rituals awakens spring fever at Westfield Centro | Westfieldrise
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Rituals awakens spring fever at Westfield Centro

Keyfacts
  • Elaborate stand construction complete with workshop area
  • Comprehensive media campaign
  • Bricks-and-mortar traffic with goodies and discounts

When you think of Japan, images of cherry blossom immediately spring to mind. Just in time for the start of springtime, Rituals is bringing this unique flair to Westfield Centro. The Dutch cosmetics company is pulling out all the stops with a comprehensive brand promotion: The two-week Easter campaign, set to run until 30 March 2024, includes an eye-catching experiential area as well as the use of numerous digital and non-digital media and accompanying initiatives to attract visitors to the store in this flagship shopping destination.

At the heart of the campaign is the promotion area in the Mitteldom which has been lovingly designed down to the last detail. In keeping with the brand, the stand is designed in the style of the Japanese ‘Hanami’ cherry blossom festival which is known for its cosmetics and lifestyle product lines with unusual Asian-oriental fragrances. Interested visitors to the centre have the opportunity to interact with the brand and explore the diverse product collection at the stand which is decorated entirely in soft pink tones. First and foremost, the special edition of the ‘Sakura’ range – with the delicate scent of cherry blossoms.

The absolutely instagrammable set-up also includes a workshop area where visitors can enjoy a hand massage and have their products personalised with a message. There are also Easter greetings postcards which the recipients can trade in for a small gift in a Rituals store of their choice.
Westfield Centro, Rituals, sakura
The new Rituals promotion is bringing the Japanese cherry blossom to Westfield Centro in Oberhausen.
Westfield Centro, Rituals, sakura
Visitors can have their products customised in the workshop area.
Westfield Centro, Rituals, sakura
The experiential area is decked out entirely in delicate, spring-like shades of pink – in keeping with the style of the new product range: 'sakura', which translates as 'cherry blossom'.
Westfield Centro, Rituals, sakura
The Mitteldom at the heart of Westfield Centro is fully decked out in cherry blossom colours during the campaign period. 'The Halo' 360-degree screen is in action, and the escalators also carry the branding.
Westfield Centro, Rituals, sakura
Easter greetings postcards are being distributed at the stand, entitling visitors to receive a small gift in a Rituals store.

Cherry blossoms throughout the centre

To draw even more attention to the creative brand experience, Rituals is focusing on a large-scale media campaign. The brand, which is a long-standing tenant in many Westfield centres, is utilising nearly the entire range of opportunities at Westfield Centro – from floor and door stickers, escalator branding and flags to ‘The Halo’ 360° screen at the heart of the mall – with the delicate pink of the cherry blossoms awakening visitors’ spring fever everywhere.

Rituals skilfully extends the brand domination into the store in the immediate vicinity of the experiential area, with give-aways and special discounts attracting lots of interested Easter gift-shoppers straight to the store. In this way, the brand is not just securing maximum visitor attention, it’s also reaching the visitors’ nearest and dearest thanks to the carefully chosen campaign timing.

The campaign is the highlight of the Rituals roadshow and is more than just eye-catching. The organisers are already extremely up-beat about the way things have been going. The response was huge right from the start – both in the promotion area space and in the neighbouring store.

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