With the help of actress Troian Bellisario, Rituals is helping New Yorkers slow down.
Opening its 11th New York City Store at Grand Central Terminal Thursday, Rituals is teaming up with Bellisario for its “Slow Down…Relaxation Is One Step Away” campaign to help busy New Yorkers relax.
“I like that [Rituals] wants to encourage mindfulness in those who use their products,” said Bellisario, who is best known for her current role as Spencer Hastings on Freeform’s “Pretty Little Liars.” “By reminding us of our own little daily rituals and the power that they hold, Rituals hopes to help people relax a little more in the middle of a hectic day.”
For the opening, Bellisario will participate in a meet-and-greet at Rituals’ flagship Flatiron location and join the brand’s chief executive officer Raymond Cloosterman in the ribbon-cutting ceremony. Bellisario will also participate in one of the five yoga sessions the brand is hosting with Pure Yoga.
“I feel particularly connected to scents,” Bellisario said on why she wanted to work with Rituals. “The fragrances of Rituals’ products are beautifully crafted to realign your mind, to focus on you and relax you. As someone trying to live life more mindfully, I find their message of slowing down and reinvesting in the moment inspiring.”
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The Grand Central location is the fifth Rituals store to open in New York in the past year and is part of the brand’s gradual expansion in the U.S. The store opening follows the most recent SoHo location, which opened in November. The brand has plans to add more locations in malls neighboring the city as well as set up a wholesale presence in the U.S.
“We are carefully selecting who we want to work with us because they need to have a real resonance with our philosophy with the brand and the whole concept of mindfulness and yoga,” Cloosterman said on working with Bellisario. “We like to position ourselves as a luxury and spa brand helping busy New Yorkers slow down.”
According to Cloosterman, Rituals is poised to grow by 30 percent this year, which is the same as last year’s growth. Cloosterman credits this growth to the new store openings and the brand’s strong presence in Europe.
In addition to the Grand Central store opening, Rituals is also embarking on its first line of 100 percent natural products. The three stockkeeping unit collection includes a face oil, purifying face mask and a sheet mask that are made with ingredients like jojoba oil, rosehip oil and charcoal powder. The products retail between $15 to $49.
Along with its natural collection, Rituals is extending its ecofriendly body cream refills to all of its body cream scents. The refill packaging helps save 45 percent of water and 65 percent energy. The refills retail for $29 while the body cream jars retail for $33.
“With the opening of the Grand Central [location], that’s the moment where we want to start to make some noise and make waves in Manhattan,” Cloosterman said on the store opening and new product innovations. “It’s important to keep our stores and our whole company fresh and relevant.”
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