Ritual is how guys get ready. All it takes is three simple steps: Sh!t, Shower and Shave, and he's ready to face the day. They've improved each phase of this time-honored tradition with innovative thinking. Not with more products, just better products-some are brand new additions and others are significant improvements to the old standbys. Now every time you call on the much balleyhooed Triple S, you're guaranteed to have the best grooming experience known to man.
Ritual has done extensive qualitative, quantitative and anecdotal research. Okay, in plain english that means they spoke to lots of men and women. They found that men were looking for a better grooming experience, but refused to take a plunge into the beauty category because of the feminine ramifications, i.e. Metrosexual.
With that in mind, they developed Ritual to be a masculine brand and coined the term “Machosexual” (the exact opposite of “Metrosexual”). If you like football, barbecuing, fishing, girls and breaking things then you are a Ritual guy. Period.
They also understand the mindset of a man. Whether it's the remote control or an aftershave, guys like when things work. Men, will search the seven seas and scale mountaintops to find the right solutions. And when we find one that works, we will stick with it through thick and thin. Ritual uses high quality materials and rigorously tests every product they develop to make sure it does what they say it does. And that's no easy task for a company hell bent on pushing the grooming category with bold and innovative products.
Guys like simplicity. It doesn't take much to make a man smile-a couch, a brew, a sunny day and maybe someone getting pooped on by a bird. While other competitors are overwhelming men with a head-spinning number of products (eye cream, nose serum, ear glaze, etc.), Ritual decided to simplify the grooming process by editing it down to a familiar and easy-to-remember routine: Sh!t, Shower and Shave. Nothing more, nothing less.
Lastly, they won't rest on their laurels. They will always challenge themselves to deliver breakthrough, innovative maintenance products for men.