Rituals
Rituals partnered with Snapchat to launch its “Dream Collection” across four EU markets, combining video and AR to drive 76M+ impressions and resulting in strong brand lift. The campaign seamlessly blended luxury and tech, delivering standout engagement, awareness, and social sharing among Gen Z and Millennials.
Rituals tapped into Snapchat’s full-funnel capabilities to generate buzz, boost awareness, and ultimately drive sales, both online and in stores.
Driving Awareness and Engagement for a Dreamy Limited Edition Collection
“Luxury meets mindfulness” is the signature formula behind Rituals’ home and body cosmetics. Known for transforming everyday routines into self-care rituals, this Dutch-born brand has built a cult following by combining ancient wisdom with modern sensorial experiences.
Of course, even the most serene brands need an innovative, high-energy digital strategy to grab the attention of the right audience.
To launch its limited edition “Dream Collection” across the Netherlands, Belgium, Sweden, and Norway, Rituals tapped into Snapchat’s full-funnel capabilities to generate buzz, boost awareness, and ultimately drive sales, both online and in stores.
With a three-week flight that packed a punch, Rituals went big on immersive video formats and an engaging AR lens that delivered mindful luxury straight to Gen Z and Millennials’ screens. Snapchat’s custom media strategy helped Rituals blend branding with performance, achieving wide reach and deep engagement. The impact was clear across all four key markets.
In the Netherlands, the campaign drove a 7-point lift in overall ad awareness, with a 14-point lift among 18- to 20-year olds, and a notable 11-point lift from the AR Lens alone. Belgium saw a 13-point lift in awareness from the Lens and strong brand association gains through multi-product exposure. Sweden experienced an impressive 18-point awareness jump from Commercials and 15 points from the AR Lens. Finally, Norway topped the chart with a 21-point lift in ad awareness from multi-product exposure and +20 points driven by Commercials.
Overall, the campaign garnered 76.4 million total impressions. The brand lift study proved the positive impact of multi-product exposure, especially Rituals’ AR Lens, which itself drove impressive results:
25.4M AR Lens Impressions¹
11.91 - 19.02 seconds AR playtime on average²
€0.90 CPM¹
2.6% share rate¹
Blending storytelling with immersive tech enabled Rituals to leverage the notion that modern luxury isn't just seen or smelled — it’s lived, shared, and remembered. Their campaign demonstrates how mindful branding, paired with a smart, multi-format digital strategy, can make even the most serene moments go viral.