Rituals City Spa Study

Rituals City Spa Study

Wyers, S.H.M.

Christiaans, H.H.C.M. (mentor)

Industrial Design Engineering

Applied Ergonomics and Design

2013-06-14

Rituals is a Home and Body cosmetics brand with over 220 stores worldwide. Six stores also have a City Spa and here one can receive a treatment. Using exclusively the products sold in the stores. The products are inspired by Eastern rituals such as the Ayurveda ritual from India. The focus of this thesis is on the Rituals City Spas. In 2008 the first City Spa was built and over the years five more were built. The City Spa should strengthen the brand Rituals and improve sales in the stores. However after five years the City Spas have not reached their full potential. The amount of treatments booked are not at full capacity and several complaints have come regarding various aspects of the City Spa. Rituals stands behind their City Spas but has lost their intial vision they had in mind for their City Spas. A thorough research was conducted via a literature study, analysing wellness and beauty trends, benchmarking and visiting every City Spa location. This research concludes on these subjects and makes eleven recommendations. The first remarkable insight of this research was, the lack of communication of the City Spas. Comparing this to its international competitors it shows that Rituals stays behind. Rituals has a strong brand in the Netherlands and therefore should also look at the competitors closer to home, it must differentiate itself from both the national as international competitors. The second remarkable insight was that all the City Spa locations differ from eachother. There is no clear concept of what a Rituals City Spa is and offers. This matches Rituals’ lost vision on the City Spas. The treatments that are offered also do not stand out in their uniqueness. The interior of the City Spas has an ordinary look-and feel and does not remind the guest of where she/he is, in a Rituals City Spa. The Rituals City Spa must offer the guest something he cannot receive somewhere else or achieve at home. The City Spa should be more than just a treatment, it should be an experience. All insights combined lead to new ideas and concepts. A few recommendations earlier made, are discussed and taken in account with the idea generation. The communication was improved by increasing the awareness of the City Spa on the front of the store and also inside the store. During the entire graduation heaps of inspiration was found to create an ideal (fictive) Rituals City Spa. This ideal City Spa is shown with a scenario describing several elements of the City Spa and its ideal experience. Two new pieces of furniture were designed, a new design proposal for the Footspa and a proposal for a display cabinet. The Footspa design proposal was worked out in detail, and also in such a way that it can be applied in smaller City Spas with single modules. The Footspa was tested by building a mock-up. Three City Spa employees tested the new design and were very positive and enthusiastic of the new design. Of course also some remarks were made to improve the design proposal of the new Footspa. At the end of the thesis final recommendations are made on every aspect of the Rituals City Spa, including its presence in the online world.

Retail design
Spa & Wellness
Furniture

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Campus only

Student theses

master thesis

(c) 2013 Wyers, S.H.M.