Rituals Cosmetics gets set for Covent Garden pop up with Backlash

Rituals Cosmetics UK & IE is set to open an immersive space in the heart of London’s Covent Garden. The 2–day pop–up will offer consumers the chance to experience the fleeting beauty of the Sakura blossom and to Celebrate New Beginnings this Springtime, by immersing themselves in the brand’s best–selling The Ritual of Sakura Collection scented with the delicate aromas of cherry blossom and rice milk.

Located on 4 Henrietta Street, the Rituals pop–up will be an immersive event for customers, allowing them to Celebrate New Beginnings whilst rejuvenating their mind, body, and soul. Visitors will be invited to experience the fleeting beauty of the Sakura blossom through a WebAR guided tour, whilst having the opportunity to try a variety of products, win prizes and access advice from the brand’s ambassadors. Designed and developed by Backlash Creative, the experiential space will run from 21–22 April 2023.

Upon arrival, customers will be met by a Rituals ambassador who’ll introduce them to the space before explaining how the Web AR aspect will work. They’ll be invited to interact with the Sakura blossom landscape, including watching a haiku animate to a blossom and have the chance to win prizes by catching blossoms via their personal device. They’ll also learn the story behind Rituals’ best–selling The Ritual of Sakura Collection.

Customers can also purchase products from The Ritual of Sakura Collection during the experiential event. Further interactive touchpoints will include complimentary hand massages, and personalised limited edition Rituals tote bags will be offered as a gift with purchase with a spend of £40 or more.

Throughout the weekend there will be the opportunity to win branded products with a ‘spin to win wheel’, including the chance to win a beautifully scented bath, body, home, or gift set prize from The Ritual of Sakura collection.

Penny Grivea, Managing Director, Rituals UK & Ireland comments: “We want to help people improve their wellbeing and focus on harmonising their body, mind, and soul. Our immersive experience celebrates the notion of new beginnings, and Springtime is the perfect opportunity to re–prioritise ourselves, reset our routines and look ahead positively towards the next bright chapter. We look forward to welcoming visitors to Celebrate New Beginnings with us!”

Regional events to celebrate The Ritual of Sakura collection will also be hosted over the same dates within Rituals stores in Dublin’s Grafton Street, Manchester Trafford, Glasgow Buchanan, Liverpool, and London Battersea Power Station.