Dutch beauty and wellness brand Rituals Cosmetics has opened its first airport Mind Oasis at Amsterdam’s Schiphol airport, and according to the brand, this is a world-first in travel retail.
Raymond Cloosterman, founder & CEO of Rituals Cosmetics said this space “offers travellers a peaceful environment to relax and momentarily escape the hustle and bustle.”
Bring the customer into a meditative state
The Mind Oasis, a calm space where travellers can relax and recharge during their journey, is housed in a new Rituals store at the airport, which covers an area of 141 m².
Travellers can enjoy treatments such as the Brain Massage, which uses breathing techniques and sound vibrations to bring the customer into a meditative state. According to the brand, “a 30-minute Brain Massage feels like two hours of sleep.”
There is also a Hydro Massage: a clothes-on massage on a warm waterbed that includes red light therapy, which helps to reduce stress.
Executive director at Schiphol Commercial Arthur Reijnhart, called the venture “an innovative concept” and noted that it fitted with its strategy of introducing more opportunities for wellness at the airport, adding that it “offers travellers a unique place to unwind, in the middle of a lively airport.”