Aesop (brand)

Aesop S.A.
Subsidiary
Industry Cosmetics
Founded 1987
Headquarters Melbourne, Australia
Key people
 Michael O'Keefe (CEO)
Products Cosmetics, fragrances and personal hygiene items
Revenue Increase US$ 180.0 million (2016)[1]
Parent Natura
Website www.aesop.com
AESOP in Emporium Melbourne, Australia
AESOP in Hibiya Chanter, Tokyo, Japan

Aēsop is an Australian luxury skin care brand owned by Brazilian company Natura. In addition to skincare, Aesop also produces hair care, soaps and fragrance,[2] a total of over 80 hair, skin and body care formulations.[3] Each Aesop store has a unique interior design developed in collaboration with various architects, interior designers and artists. As of 2017, the brand had over 183 points of sale across 50 countries.[4][5] Aesop produces 83 product formulations and three shaving accessories.[6] Each Aesop store is unique.[7] The brand can be found in its own 'signature spaces' (concept stores) and department stores such as David Jones[8][9] and online.

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.[10][11]

History

Aesop was founded by hairdresser[12] Dennis Paphitis[13] in 1987 in Melbourne.[9][14] Suzanne Santos, whose current job title is Product Advocate,[3] was instrumental in the founding and growth of the company.[5] She was Paphitis's first employee.[6]

In 2010 Harbert Australia Private Equity bought a minority stake in the company; Aesop used the capital injection to fund growth.[15] In December 2012, Aesop sold a 65% stake in its business to Brazilian direct-sales cosmetics company Natura Cosméticos for US$71.6 million[16] (approximately AUD $68 million).[17] Natura took total ownership in December 2016.[6] In September 2018, Aesop launched a luxe homewares product.[18]

Points of sale

It has over 100 stores across Australia, New Zealand, Canada, Japan, Singapore, Malaysia, South Korea, USA, Italy, France, Germany, Switzerland, Russia, Taiwan, Hong Kong, Sweden, Norway and the UK.[19][20] In the US, it is also available at Barneys New York,[21] 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.[7] Other elements of the store's interior are made entirely from recycled paper.[7]

Management

Michael O'Keeffe has been CEO of Aesop since 2003.[6] Aesop's Creative Director is Marsha Meredith.[22]

See also

References

  1. ↑ "investing.businessweek.com". Archived from the original on 2012-10-11. Retrieved 2017-06-22.
  2. ↑ Official page
  3. 1 2 Annabel Ross, The Age Melbourne Story: Suzanne Santos March 21, 2012
  4. ↑ Mitchell Oakley Smith, Aesop Opens 100th Store The Australian. May 1, 2015.
  5. 1 2 Amelia Chia, I'm with the brand: Aesop Buro 24/7 Dec 18, 2015
  6. 1 2 3 4 Katrina Strickland, Aesop's fable: the skincare company that puts culture first Financial Review Apr 25 2017
  7. 1 2 3 Lizzie Fison, Brooks + Scarpa recycles cardboard tubes and paper for Los Angeles Aesop store interior Dezeen 21 March 2017
  8. ↑ http://www.davidjones.com.au/brands-by-store/aesop
  9. 1 2 http://www.aesop.com/au/about_aesop/
  10. ↑ Kuehlwein, JP. Aesop - Fabled Brand, Fabulous Marketing. 12/2012
  11. ↑ Schaefer, Wolf and Kuehlwein, JP. 2015. Rethinking Prestige Branding: Secrets of the Ueber-Brands. Kogan Page. pp.106. ISBN 9780749470036
  12. ↑ dezeen.com Interview with Aesop founder 2012/12/10
  13. ↑ Fairs, Marcus (10 December 2012). "Interview with Aesop skincare founder Dennis Paphitis on retail design". Dezeen. Retrieved 15 July 2013.
  14. ↑ Hattie Crisell. "Aesop: The Cult Beauty Brand That Tries Not to Be". nymag.com.
  15. ↑ Rachel Wells The man behind the Aesop brand The Sydney Morning Herald February 23, 2012
  16. ↑ Glazer, Emily (December 21, 2012). "Brazil's Natura Buys Aesop Majority Stake". Wall Street Journal. Retrieved 27 October 2016.
  17. ↑ "Natura Announces Strategic Investment in Aesop". Business Wire. December 20, 2012. Retrieved 27 October 2016.
  18. ↑ "Aussie brand Aesop have launched homewares". Retrieved 2018-10-01.
  19. ↑ Anna Winston, Dezeen's top 10 Aesop store designs Dezeen 17 December 2014
  20. ↑ "Find your nearest store". 27 October 2016.
  21. ↑ Barneys.com accessed 1/7/2015
  22. ↑ MATTHEW MESSNER, Aesop Creative Director Marsha Meredith on design, craft, and context-sensitive retail The Architect's Newspaper, May 2, 2017


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