AESOP AUSTRALIA
Aesop was established in 1987.They are headquartered in Melbourne, and have offices and stores in many parts of the world.
The objective of Aesop has always been to formulate skin, hair and body care products of the finest quality. They investigate widely to source plant-based and laboratory-made ingredients, and use only those with a proven record of safety and efficacy. In each of the unique stores, informed consultants are pleased to introduce the Aesop range and to guide selections.
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| Aesop's skin products |
Since Aesop’s inception, the company has maintained a fiercely independent approach to product research and development. They have a team of skilled chemical scientists working out of their Head Office in a utilitarian, custom-built laboratory – conceptualising product ideas, researching blends, and creating prototypes. They source ingredients from the most reputable suppliers across the globe, then marry contemporary technology with long-established scientific practices. The company launches new products only in response to genuine needs expressed by our clients, and only after extensive research delivers formulations of the highest quality and efficacy.
Aesop's visual marketing is often the first trigger for people — they don’t advertise, but the stores are an incredible marketing tool. There’s also the aromatic experience — they burn essential oils in the stores all day. But one of the biggest differences is the caliber of the people that are employed, and the manner in which they communicate, educating quickly and offering solutions in a respectfully succinct way. Ultimately, it’s about ensuring the best end result customer.
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| Aesop's top products are the face balancing gels |
Aesop's product and promotional approaches are unconventional and can be broadly classified into three strategies
1) They do not advertise
The idea of “unselling” is a part of Aesop’s philosophy to refuse to deliver false promises (like eternal beauty). Unselling is also a strategy that allows them to focus on what matters. A quality product and unique retail experience could speak volumes through the voice of happy customers - without flashy ads.
2) Adapt to the environment
Aesop is known for developing habit-forming relationships with neighbourhoods
by weaving the city’s essence into the fabric of the store design. Like charms on a bracelet, each Aesop store is unique, yet seamlessly connected to the next through unprecedented design sophistication.
3) Perfect your craft
Each Aesop store is a carefully crafted work of art. They believe that “there’s a direct correlation between interesting, captivating store spaces and customer traffic within a store.” But more than creating a stunning brand sensory experience, Aesop’s beauty line is known for quality and results.
