Reinvigorating Rituals: How the brand used themed storytelling to amplify its local presence


Rituals, an established brand in Europe, entered the Asia-Pacific market in 2019 with the opening of its first standalone store in Hong Kong. Due to social unrest in the market and COVID-19, which occurred during the time of Rituals’ expansion, the brand struggled to establish itself with large-scale consumer activations and lacked a media or social media presence.

As the market began to recover, Rituals saw an opportunity to resume an active approach to localising the brand narrative and strengthening its presence in the Hong Kong market. They did this by educating the public about the brand’s philosophy and improving its brand positioning.


Strategy Constructed the brand’s beliefs and visualised its philosophy through tactical demonstrations of product features and brand vision – turning daily skincare routines into meaningful moments.

Narrative Reinforced the brand’s position, showcasing ‘The Art of Soulful Living’ through content creation. By leveraging a strong media and influencer network throughout the activation, Rituals gained ample media coverage with a clearer positioning against competitors.

Localise Created localised content tailored to relevant Hong Kong media, focusing on key branded coverage, including high-reach lifestyle publications.

Engage Developed an immersive experience for media and influencers to understand the brand positioning and products. By bringing the House of Rituals from Amsterdam to Hong Kong, the brand was able to vividly present its product vision and showcase its strong storytelling to media and influencers in the fashion and beauty sectors.

Influence Amplified the brand experience through the social buzz created by the ‘Art of Giving’ activation, which was filled with media and influencers.

Sinclair bolstered Rituals' brand presence and reputation in the Hong Kong market
media coverage
earned stories across print, social media and online
positive or neutral reactions on coverage
icon reach
+4.3 million
reach from earned coverage

➤ In 2022, the brand received quality and positive coverage from top local media in both Chinese and English, including Prestige, Vogue, Tatler, Harper’s BAZAAR, Esquire and more, demonstrating successful penetration of local beauty and lifestyle media.

➤ “The Art of Giving” event at HOUSE 1881 successfully invited 22 journalists, including Cosmopolitan HK, ELLE HK, JESSICA HK and more, while attracting 12 lifestyle and beauty influencers, strengthening the brand’s presence in Hong Kong.

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