Not only does Rituel de Fille uses strong visual language but also the brand tends to use a lot of symbolism and references to alchemy – a form of chemistry and a magical process of transforming or combining elements into something new practiced in the Middle Ages and the Renaissance. Since alchemists of that time were often seen as outsiders, alchemy was often referenced as a secret form of art. All of Rituel de Fille’s products are formulated in-house hence the founders compare the process of making beauty products to potion-making. Such comparisons brings playfulness to the brand as well as a sense of mystery.
The visuals used in the 2016 campaign of Rare Light Luminizer resemble the symbol of the Philosopher’s Stone, which is a legendary substance that alchemists used to believe is able to turn common metals such as copper, iron or lead to gold, moreover has such powers as turning one immortal. Acquiring the stone was the ultimate goal for alchemists and even such scientists as Isaac Newton tried to achieve it. Even though noone ever sucseeded in aquiring the magic Philosopher’s Stone, a lot of new pigments were found due to continuous experimenting of the medieval alchemists.