Rituals is betting on the exclusive/collectables trend to lure in more Gen Z beauty shoppers with the debut of its exclusive The Dream Collection.
The Dutch beauty brand’s ethereal-like body and home cosmetics range designed to “elevate your self-care routine” is only available for a limited time, and features fun textures and trending products to appeal to a younger demographic.
From whipped cream-like foams to sparkling lip glosses in a campaign which uses shade of the moment pastel purple – which brands such as Huda Beauty have been jumping on this year – it is tapping into several hot moments in the beauty cultural zeitgeist.
“The Dream Collection offers pastel packaging, playful products and unique textures, to appeal to younger audiences and more broadly with brand fans,” Lot van Rij, Innovation Director at Rituals, told Cosmetics Business.
“Our limited edition collections perform very well, and several factors tend to
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