Rituals and Novotel have entered an iconic partnership that sees the two brands who share an integral commitment to wellbeing and sustainability come together to encourage kindness and more self-care in travellers worldwide.
The Rituals product line is now available in 136 Novotel hotels across France and will be available in the rest of Europe by the end of the year. In total, 159 properties will carry the line by 2023, with plans to expand the collaboration to 11 hotels in Canada and the United States later in the year.
The launch of Rituals' "The Ritual of Karma" hotel collection to the Novotel experience inspires guests to prioritise self-care during their stay to create meaningful moments of reflection and precious personal time.
Complimentary VIP gifts include links to online yoga classes to ensure the self-care journey continues in travellers' homes or their next destination, supporting them in incorporating wellbeing practices into their daily routines.
The Ritual of Karma line is comprised of ingredients of 90 percent natural origin and is created to help travellers embrace positivity by living with good intent and practising kindness. The Ritual of Karma soap, shower gel and shampoo dispensers, enhanced with white tea and holy lotus, are available in standard Novotel rooms. Meanwhile, executive rooms and suites also include The Ritual of Karma body lotion and conditioner.
To further elevate the partnership, the two brands are developing a pilot program to debut a Rituals' hotel tower display, allowing guests to purchase a limited assortment of bestsellers in the reception area upon arrival or departure. In addition, Rituals' fragrance collection L'Atelier du Parfum, which can scent larger areas of up to 250 square metres, is currently being tested in select Novotel locations.
On 17 June 2022, an event was held at Novotel Paris Vaugirard Montparnasse to celebrate the partnership, where eight international influencers from key markets were invited to immerse themselves in The Ritual of Karma. The influencers participated in a kindness-themed yoga class, followed by a lunch with breathtaking views of the Eiffel Tower from the hotel rooftop and an interactive product masterclass on The Ritual of Karma line. The day concluded with a mixology class organised by Novotel's Assistant Bar Manager, Jules Chabanne, where the influencers made their own unique mocktails. These meaningful moments were shared with their followers to inform prospective travellers about the partnership and inspire wellbeing and reflection at home.
"Rituals embraces the lifestyle of transforming everyday routines into more meaningful moments, while Novotel offers destination hotels that make these everyday moments matter even more," said Nadège Keryhuel, Global Vice President of Midscale Brands at Accor. "This partnership is a natural alignment between two brands of shared values; both built on a passion for wellbeing and dedication to the planet and people. The first guest feedback on the new product line is very promising. We are confident that this is only the beginning of a meaningful new movement to prioritise personal wellbeing. We are proud to be at the forefront of it with a like-minded partner."
"With more than 550 hotels in 65 countries, Novotel is a trusted and well-known global brand. What excites us most about this great partnership is that it will bring the Rituals experience to even more consumers across the globe – inspiring more kindness, mindfulness, and a greater appreciation for the little things," added Melvin Broekaart, Global Travel Retail Director at Rituals. "This is also why, for a brand partnership within Travel Retail, we have collaborated with influencers for the first time – to ensure maximum reach of our shared wellbeing goals. Novotel's positioning is around 'Time Well Spent', and the Rituals line can now play a key role in supporting guests to make the most of that time, with the positivity of the Ritual of Karma."
