Well-being has progressively expanded its territory to encompass everything from personal care to the home, rest and nutrition. Rituals is now taking a step into another member of the family with the launch of Rituals Dog Care, a new collection dedicated specifically to dog care.
The company thus transfers to the universe pet care some of the codes on which it has built its positioning: elevating daily routines, taking care of the formulation of products and paying special attention to the design and the experience that surrounds them. In this case, the proposal seeks to bring that philosophy to moments such as bathing, brushing or daily care of animals.
It seeks to transform daily routines into rituals of connection between dogs and their humans.
“At Rituals, we firmly believe that happiness lies in the small details and in those wonderful moments of care that we share every day”explains Lot van Rij, Executive Director of Innovation and Product Lifecycle Management at Rituals. With this collection, he points out, the company seeks to transform daily routines into “rituals of connection and pampering between dogs and their humans.”
Rituals Dog Care is made up of seven dog care products, including shampoos – including a dry option -, a balm for the soles or paw pads, a mouth spray and a perfume.
The brand has also developed a specific fragrance for the range with notes of white tea, apricot and sandalwood, thus transferring one of the most recognizable elements of its cosmetics and home offering to the care of animals.
The products are manufactured in Europe and, according to Rituals, its suppliers meet the quality, manufacturing and ingredient standards that the company applies to the rest of its catalog. Prices range between 12.90 euros for the 300 ml mouth spray and 34.90 euros for the 50 ml perfume.
The collection is completed with two gift sets and accessories such as a designer necklace and a portable water fountain, reinforcing an approach to the category that goes beyond the functionality of the product and adopts lifestyle codes.
The launch represents a unique extension for a brand whose proposition has historically grown around body care, home fragrances, facial care, men’s products and household items.
Since its founding in Amsterdam in 2000, Rituals has articulated its positioning around a recurring idea: transforming daily routines into moments of well-being. With Dog Care, this philosophy is no longer directed exclusively at people to also incorporate the relationship they have with their pets.
The very presentation of the collection affects the consideration of the dog as part of the family and the small moments shared between animals and owners. In this way, essentially functional activities such as washing, brushing or caring for paws are presented under the same experience codes that the company uses in other categories.
More info: The Dog Spa
