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Rituals: Enrich Your Life

Reference: M-1176-E
Year: 2003
Number of pages: 36
Geographic Setting: Países Bajos
Publication Date: Dec 17, 2003
Source: IESE (España)
Type of Document: Case

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Description

Rituals, an innovative concept in the area of home and body cosmetics, was born within the European Home and Personal Care (HPC) division of Unilever. In 2003 the company faced several challenges as it prepared to roll out its brand to other European nations, reconsider its distribution channels or find financial resources or partners to boost growth. The case first describes the creative process behind the build-up of the Rituals brand and the concepts supporting the company's business model. Next, it focuses on Rituals' operations in the Netherlands. Finally, the case concludes with some of the questions and challenges that Rituals faced in 2003.

Keywords

Distribution channels Marketing