Aesop has quietly built its business behind the scenes, making its way around the globe, one city at a time. No PR display or costly advertising to be seen, just a simple, subtle goal: uniqueness.
Established in Melbourne in 1987, Aesop, named after the ancient Greece era fabulist, has turned branding on its head, taking everyone by surprise. Their strategy, dubbed “unselling” by analysts in the field, is what makes them one of a kind: forget billboards, TV ads and banners. Aesop is all about consumer experience and individuality.
Aesop’s products are as inventive and simple as its marketing strategy. Suzanne Santos, product advocate for the company believes that "you need a blend of well-chosen man-made ingredients with exceptional botanical ingredients to make remarkable products". High quality skincare products, free from animal testing and sourced from cutting edge suppliers around the globe.
From Brooklyn, New York, to Le Marais, Paris each store is carefully thought through, from the leather designer chairs to the precious wood tables. “I was horrified at the thought of Aesop evolving into a soulless chain” explains Dennis Paphitis, Aesop’s founder to Dezeen.
The company decided to let its products and stores speak for themselves, using the oldest trick in the book to make its ideas shine: word of mouth.
Aesop is a business which has been placing experience and sharp design on top of everything else. Each store respects the the host city’s existing streetscape. Every skin, hair and body care product is crafted in house. Every aspect of the brand articulates with one another. It is this philosophy which attracted our attention at KAE Collective.