On Thursday, May 4th, Rituals teamed up with 31-year-old Pretty Little Liars star Troian Bellisario to kick off a campaign to encourage busy New Yorkers to live more soulfully and turn everyday routines into more meaningful rituals. To coincide with the opening of their store in Grand Central Terminal, busy New Yorkers were invited to take part in free yoga classes in Vanderbilt Hall, as well as meet Troian at the brand’s U.S. flagship location in the Flatiron district of NYC. The global home and body cosmetics brand is on a mission to help people pay a little more attention to everything they do, and slow down, especially in New York City.
“I love Rituals not just because of their products but also because of the philosophy behind them. They hope to inspire people to slow down and to live life more mindfully,” said Troian. “It’s something I try to do in my own life, particularly when my schedule is feeling overwhelming or hectic. I understand the importance, mentally, emotionally and physically of taking a few minutes just for yourself; whether it’s a bath, a meditation, a walk through a park or a yoga class. While using Rituals I am reminded to slow down, relax, and experience happiness in little pleasures.”
A part of the European-based brand’s expansion into the U.S., Rituals’ Grand Central store is the latest addition to the 10 shops that are already thriving in popular areas such as SoHo and Williamsburg, Brooklyn. It’s the fifth Rituals store to open in NYC in the past year.
“Our mission is to help people to slow down and find happiness in the smallest of things. Our lives are so hectic these days and it’s too often that we don’t stop and enjoy the moment,” said Raymond Cloosterman, CEO of Rituals Cosmetics. “Our luxury products, which are inspired by ancient Eastern traditions and with fragrances created by the world’s finest perfumers, will help New Yorkers to achieve that and turn everyday routines into more meaningful rituals.”
This event is just the beginning of Rituals’ U.S. campaign to encourage everyone to slow down and be more mindful. The brand will continue to provide New Yorkers with creative respites from their hectic days, encouraging them to slow down, live soulfully, breathe easy, and take a break.