Aesop (brand)

Aesop (stylised as Aēsop) is an Australian luxury skin care brand owned by Brazilian company Natura & Co. In addition to skincare, Aēsop also produces hair care, soaps and fragrance.[3][4] Each Aēsop store has a unique interior design developed in collaboration with various architects, interior designers and artists. As of 2019, the brand had over 320 points of sale across 25 countries.[5][6] Aesop produces 83 product formulations and three shaving accessories.[7] Each Aesop store is unique.[8] The brand can be found in its own 'signature spaces' (concept stores) and department stores.

For other uses, see Aesop (disambiguation).

Aesop
Subsidiary
IndustryCosmetics
Founded1987 (1987)
Headquarters
Melbourne
,
Australia
Key people
Michael O'Keeffe (CEO) Kieran Rivett (CFO)
ProductsCosmetics, fragrances and personal hygiene items
Revenue US$ 300.0 million[1][2]
ParentNatura & Co
Websitewww.aesop.com
AESOP in Emporium Melbourne, Australia
AESOP in Hibiya Chanter, Tokyo, Japan

Marketing

The brand has been noted for following a modern approach to prestige branding. This includes not using traditional advertisements or discount sales to promote its products but rather getting noticed and talked about for the design of its products, stores, events and communications which are a singular mix of indulgent product experiences, thoughtful language and modern minimalist design.[9][10]

History

Aesop was founded by hairdresser[11] Dennis Paphitis[12] in 1987 in Armadale, Melbourne.[13][14] Suzanne Santos, whose current job title is Product Advocate,[4] was instrumental in the founding and growth of the company.[6] She was Paphitis's first employee.[7] Starting with only four products on offer, Aesop’s range currently comprises of over 100 products, with formulas combining natural and laboratory-made ingredients.[15]

In 2010 Harbert Australia Private Equity bought a minority stake in the company; Aesop used the capital injection to fund growth.[16] In December 2012, Aesop sold a 65% stake in its business to Brazilian direct-sales cosmetics company Natura Cosméticos for US$71.6 million[17] (approximately AUD $100 million).[18] Natura took total ownership in December 2016.[7] In September 2018, Aesop launched a luxe homewares product.[19]

Points of sale

It has over 235 company owned signature stores across Australia, New Zealand, Canada, Japan, Singapore, Malaysia, South Korea, USA, Italy, France, Germany, Switzerland, Russia, Taiwan, Hong Kong, Sweden, Norway, Brazil, United Arab Emirates and the UK.[20][21] In the US, it is also available at Barneys New York,[22] Nordstrom and Saks Fifth Avenue. In Canada, Aesop’s products can be found at Holt Renfrew , Ogilvy, Nordstrom, and Saks Fifth Avenue.

Its largest store is its 1,085 sq ft space in the Broadway Theater District in Downtown Los Angeles where the walls are lined with reclaimed cardboard tubing from fabric rolls discarded by the nearby fashion district.[8] Other elements of the store's interior are made entirely from recycled paper.[8]

Management

Michael O'Keeffe has been CEO of Aesop since 2003.[7] Aesop's creative director is Marsha Meredith.[23] Kieran Rivett has been the company's Global CFO since 2008.

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See also

References
  1. "Natura Cosmeticos Sa". Bloomberg BusinessWeek. Archived from the original on 11 October 2012. Retrieved 22 June 2017.
  2. https://natu.infoinvest.com.br/enu/7162/NaturaRelease_2Q19_ENG_v14082019_vf.pdf
  3. Official page
  4. Annabel Ross, The Age Melbourne Story: Suzanne Santos 21 March 2012
  5. Mitchell Oakley Smith, Aesop Opens 100th Store The Australian. 1 May 2015.
  6. Amelia Chia, I'm with the brand: Aesop Buro 24/7 18 December 2015
  7. Katrina Strickland, Aesop's fable: the skincare company that puts culture first Financial Review 25 April 2017
  8. Lizzie Fison, Brooks + Scarpa recycles cardboard tubes and paper for Los Angeles Aesop store interior Dezeen 21 March 2017
  9. Kuehlwein, JP. Aesop – Fabled Brand, Fabulous Marketing. 12/2012
  10. Schaefer, Wolf and Kuehlwein, JP. 2015. Rethinking Prestige Branding: Secrets of the Ueber-Brands. Kogan Page. pp.106. ISBN 9780749470036
  11. dezeen.com Interview with Aesop founder 2012/12/10
  12. Fairs, Marcus (10 December 2012). "Interview with Aēsop skincare founder Dennis Paphitis on retail design". Dezeen. Retrieved 15 July 2013.
  13. http://www.aesop.com/au/about_aesop/
  14. Hattie Crisell. "Aesop: The Cult Beauty Brand That Tries Not to Be". New York.
  15. Niven-Phillips, Lisa (20 October 2019). "The label of fable: tales from Aesop skincare". The Observer. ISSN 0029-7712. Retrieved 21 July 2020.
  16. Rachel Wells The man behind the Aesop brand The Sydney Morning Herald 23 February 2012
  17. Glazer, Emily (21 December 2012). "Brazil's Natura Buys Aesop Majority Stake". The Wall Street Journal. Retrieved 27 October 2016.
  18. "Natura Announces Strategic Investment in Aesop". Business Wire. 20 December 2012. Retrieved 27 October 2016.
  19. "Aussie brand Aesop have launched homewares". Retrieved 1 October 2018.
  20. Anna Winston, Dezeen's top 10 Aesop store designs Dezeen 17 December 2014
  21. "Find your nearest store". 27 October 2016.
  22. Barneys.com. Retrieved 1 July 2015
  23. MATTHEW MESSNER, Aesop Creative Director Marsha Meredith on design, craft, and context-sensitive retail The Architect's Newspaper, 2 May 2017
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