Insight Out: Premium Branding at Rituals Cosmetics

Marketing’s Boldest Voices: Premium Branding and Teamwork at Rituals

In our series “Insight Out: Marketing’s Boldest Voices,” we spotlight leading marketing professionals and the professional and human principles—both professional and personal—that they use to put their companies on a path to success.

What has been your boldest marketing move so far and why would you (not) do it again?

The boldest move was shifting our entire DACH strategy toward a customer-centric, experience-first approach at a time when the market was leaning heavily into promotions and short-term tactics. We deliberately doubled down on storytelling, premiumization, and experiential retail, even when price sensitivity was rising. We would absolutely do it again. It strengthened our brand and loyalty when the market was becoming increasingly value-driven.

When was the last time you took an uncomfortable step in marketing and why was it necessary?

Recently, I addressed head-on that we needed to fundamentally reprioritize Retail and CRM –shifting from “doing more” to focusing on traffic, conversion, and member activation. It was uncomfortable because it challenged established habits. But it was necessary to secure growth in a market where consumers are buying less, even as sentiment improves.

Imagine you had to rebuild your marketing from zero tomorrow with unlimited budget: what would you change first?

Three things:

#1 Build a truly integrated Brand Experience team unifying Retail, Training, CRM, and Comms.

#2 Establish always-on consumer insights, feeding daily decisions rather than quarterly.

#3 Create a deeply personalized loyalty ecosystem, making our stores even stronger as physical experience hubs.

How do you know when marketing transformation is actually working?

For me, three signs make it unmistakable:

• Decision-making shifts – from intuition to clear priorities and ownership.
• Teams become more integrated – fewer silos, more shared KPIs.
• Customers respond – in conversion, loyalty, and brand preference.

Transformation is real only when behavior and results move together.

Which strategic question will stay with you going into 2026?

How do we maintain our premium positioning in a heavily value-oriented market without compromising our brand experience?

And connected to that: How do we not only reach 10 million members, but truly activate them?

Where do your best ideas come from – when you’re not in “marketing mode”?

Whenever I completely step out of it: during sports, connecting to creativity, traveling, or spending time with my family. That’s when my mind clears – and that’s when the ideas appear that I’d never discover behind my desk.

What would you like to say openly to the marketing industry?

That “more output” is not better marketing. We need less activity for activity’s sake, and more focus on true customer experience, clarity, and a culture that values creativity, data, and empathy equally. And one more thing: our teams are our biggest asset. If we don’t invest in them, we lose.

Rituals Cosmetics: Successful Marketing with Premium Branding Is a Team Effort

As Head of Marketing DACH at Rituals, Anna Pütz has already achieved numerous successes, including a strong focus on the brand’s premium positioning. A key factor in this success is her close collaboration with the team, grounded in mutual respect. Together, they aim to further develop the Rituals brand and win over new customers with a compelling brand experience—despite ongoing price pressure.