self care and the pleasures of living: into the world of aesop
a brand built on the individual experience.
I was first introduced to Aesop when I walked past one of their stores in Melbourne back in 2019. Ever since, the brand has always been in the back burner of my mind. I just love the minimal and simple, yet sophisticated packaging.
Just take a look at their hand soap.
The warm color palette evokes this feeling of calmness and tranquility. It all just comes together so beautifully, so naturally, so cohesively that one can’t help but feel instantly drawn to the brand.
Founded in 1987, Aesop was able to differentiate itself from other brands with their particular emphasis on experience. You are not forced to buy a product, but rather try them for yourself and see if you like it or not. They offer hand care, body care, and skin care products. Ranging from deodorant to fragrances, they have it all. Additionally, everything from the placement of their amber-colored bottles on the shelves to the smooth transition of graphics on their website just feels intentional, there to serve a purpose and evoke a feeling of relaxation. It’s the luxury of taking care of yourself without feeling selfish.
Although I would say that Aesop is best known for their aesthetically-pleasing glass bottles gracing the bathrooms of extravagant living, I’ve noticed that Aesop has recently become quite popular for their fragrances, including the likes of Marrakech Intense, Hwyl, and Tacit in the past few months. Each fragrance is crafted to fit a particular vivid imagery. Take Hwyl for example. On their website, it is described as “Reminiscent of a Hinoki forest, smoky notes descend into subtle spice and dark green, earthy accords.” Testing these fragrances in their Montreal store, I had to admit I was not a fan, but I could see the allure in their uniqueness.
It’s also interesting to highlight how powerful the role of brand identity plays in Aesop. The products itself wouldn’t sell if it weren’t for the approach they took to marketing the items to evoke the feelings I described. With a clear sense of identity and a precise strategy, they were able to execute these ideas successfully.
All of this to say, the prices of their products also come with a premium. $40 (USD) for their 3.4 oz Geranium Leaf Body Balm. $51 for their 16.9 fl oz Equalising Shampoo. $90 for their 0.3 oz Parsley Seed Anti-Oxidant Eye Cream. But with appealing descriptions filled with tasteful adjectives like “enriched” and “soothing”, who isn’t willing to pay?
Read more about Aesop here.
Thank you for reading my first article here on Substack! I’m still working to find my particular writing style and category, but for now, I’m just excited to just pen down all things I love! Sending you all my love and take care!
- CS
Additionally, find me on Instagram here, where i post moodboards and inspos.