Aesop’s unique selling proposition is its dedication to crafting high-quality skincare, haircare, and body care products that blend plant-based and laboratory-made ingredients. Each product is designed to deliver tangible benefits while providing a luxurious sensory experience. Aesop's minimalist packaging and understated elegance further set it apart in the crowded beauty market.

Localization of shops

Aesop's approach to retail is a masterclass in localization. Each store is designed to reflect the local culture and architecture, creating a sense of place and community. This strategy not only enhances the shopping experience but also ensures that Aesop stores add value to their surroundings. The Australian brand collaborates with local architects and designers to create store finishings that match its local environment, and the Shanghai store is no exception. The Shanghai space features Guizhou travertine stone and a woven ceiling designed by Chinese artist Didi Wu to showcase the brand’s botanical-based skincare and to make the location functional and aesthetically pleasing.

Experiential marketing

Aesop, according to Jing Daily, has sought to infuse art, culture, and literature into the details of its stores and products, creating retail spaces filled with humanism. Each store is a sanctuary for the senses, offering a tranquil environment where customers can explore products at their leisure. The brand, not only excels in creating compelling customer experiences through thoughtful design and in-store interactions, but also incorporate this approach in the online marketing.

In 2023, Aesop launched gift kits for e-commerce shoppers inspired by Chinese traditional music. The special collaboration with the Chinese paper artist Xu Sanhuang resulted in a translation of sound into visually striking waveforms, infusing the packaging with a musical essence. This focus on experiential marketing has helped Aesop build a loyal customer base and generate significant word-of-mouth promotion.

Women empowerment

Aesop has made significant strides in promoting women empowerment, both within the company and through its marketing initiatives. One notable example is the 2023 inaugural Aesop Women's Library, a pop-up event at its signature store in Shanghai that replaces products with feminist literature to celebrate International Women's Day. This initiative aims to elevate women's voices and initiate offline discussion on female empowerment. The event has been a hit, drawing long queues and generating substantial social media buzz.

In 2023, L'Oréal acquired Aesop given its strong presence in the Chinese market, reached since the government lifted animal testing requirements in 2021. Despite this acquisition, L'Oréal has committed to preserving Aesop's unique branding and marketing strategies, according to Jing Daily. This decision reflects L'Oréal's recognition of Aesop's successful formula and the importance of maintaining its distinct identity. The acquisition is expected to enhance L'Oréal's luxury portfolio, particularly in key markets like China, where Aesop's premium positioning and unique customer experience are highly valued.

Aesop is a successful personal care brand known for its thoughtful, minimalist design in packaging and retail spaces, featuring distinctive brown glass bottles and simple white labels. Its collaboration with renowned architects creates warm, inviting stores that enhance the brand experience, while a commitment to high-quality natural ingredients cultivates a loyal following and positions Aesop as a luxury player in the market.

Aesop's journey from a small Melbourne salon to a global skincare brand is a remarkable story of innovation, integrity, and strategic growth. By selling products in curated luxury and lifestyle boutiques, Aesop has carved out a unique niche in the competitive beauty industry. As the brand continues to expand under the L'Oréal umbrella, it remains committed to its core values, ensuring that Aesop's legacy of excellence and authenticity endures.