David Jones - Aesop Skincare Products

How does the company create awareness of its product?

Aesop boldly takes a stand against the common belief that sameness equals a strong brand identity; instead, they claim that well-considered design can improve our life! The iconic Australian skincare brand prides itself in offering a uniquely innovative retail experience in each of their 200 global boutiques; this by immersing themselves in the culture of a location, preserving original features, and showing continuous genuine interest in intelligent and sustainable product designs and ingredients. These crucial efforts are what makes Aesop stand out as a brand. 

How does the company get consumers to try its product?

Aesop is very generous with their products and gives out complimentary samples to both new customers and existing customer. Complimentary sample bundles are usually included with all online orders and in-store purchases. Customers will be prompted within the checkout or counter to select an offering from a collection of sample bundles available. Moreover, Aesop consultants are available to offer personalised advice through various channels - both in-store and via website live assistance. These discussions will help customers find and try the products best suited to their skin, hair, body & home. 

How does the company give information about the product to its customer?

Aesop’s values have really helped to distinguish them in the beauty industry. For example, while other companies use celebrity endorsements to connect with their customers, Aesop has built partnerships with the arts community instead. While many of their competitors outsource manufacturing overseas, aside from a few scents, Aesop continue to manufacture in Australia. And, even though similar businesses are ditching storefronts to place a focus on online shopping, Aesop continues to draw people to their beautifully designed retail stores. This shows and emphasises that Aesop values and prioritises quality which is highly reflected on their products.

How does the company retain loyal customers?

Now more than ever, customers want to buy from brands who align with their personal values. They want to connect with brands who are as culturally attuned, unique, environmentally and socially aware as they are. Their CEO, Michael O’Keeffe acknowledges that Aesop is “not for everyone”, and instead focuses on catering to the customers who do appreciate not just the efficacy of their products, but their whole ethos. Aesop do a great job of 'staying in their lane' and their customers seems to value that in their approach. 

How does the company entice the customer to buy more and use their product frequently?

Aesop’s in store experience has been carefully choreographed, designed to engage senses, create a lasting impression, and most importantly, make their customers feel special. Aesop know that they have quality products, and when the right people find and try their products, they will become customers. Furthermore, partnerships have always been a big part of Aesop’s brand building efforts, and their iconic amber bottled shampoos, conditioners, and popular hand wash are sitting pretty in hand-selected restaurants, cafes and hotels around the world. 

What promotions does the company use to identify more customers?

Aesop does not employ any means of traditional advertising. Rather, the company focuses on in-store experience, strategic distribution and partnerships with hotels and restaurants, and supporting the arts, design community, literary community, in order to generate brand awareness and the promote Aesop's values. Aesop does a great job at inviting their customer into a narrative, and painting a beautiful, very well designed picture of what their life could look like with Aesop products in it. From their website, to packaging, store and experience design, Aesop’s careful brand control and ability to stick to their vision seems to be fuelling their ability to stand out and carve out a niche in an oversaturated industry.