Studio 155 Singapore launches guerrilla campaign for Rituals’ new Jem Singapore store

Rituals’ Jem Singapore store opened on 15th June, captivating onground consumers with stylish and eye-catching roaming billboards. Together with Studio 155 Singapore, Rituals created an ultimate gateway to exclusive rewards and a sensory experience for their store launch.

Originated from Amsterdam, Rituals is a luxury beauty brand focused on sustainability and personal wellbeing. With the idea of having consumers to absorb and discover happiness from little things in their daily lives, Rituals opened their 3rd store in Singapore with the concept of “All About You”, offering a variety of products, ranging from home care to body care products.

To maximise awareness, Rituals engaged in a trending guerrilla marketing technique, utilising roaming “Big Bagvertising” to provide directions to the new store. The larger-than-life paper bags and pamphlets were also readily available for consumers, invited guests and lifestyle key opinion leaders(KOLs) to create user-generated content for further social media awareness.

In-store, consumers were treated to a relaxing and multi-sensory store experience focusing on Rituals’ nourishing key product ingredients. The in-store activation included a scent-focused challenge, Spin-The-Wheel, and complimentary refreshments based on the theme of wellness. Each activity provided a fun educational opportunity for the consumers to experience the wide range of products, and learn about their benefits.

The launch also featured an exclusive hourly promotion, announced through a gong-sounding activity reminiscent of sound baths.

The guerrilla and sensory approach was a hit, driving high traffic to the store, resulting in the doubling of Day 1 sales compared to previous store launches in centralised locations in Singapore.