AESOP's Brand Narrative

botanical, high-end, sustainable and luxurious ...

With the market of boutique perfumeries becoming nothing short of crowded Aesop have managed to distinguish themselves with both style and substance, with their gorgeous produce confidently measuring up to their peers.

Unlike certain powerhouses of perfume such as Guerlain and Tom Ford, Aesop as a much smaller company have incorporated a sense of personability, sustainability into the very fabric of their company culture.

Founded in Australia 1987, Aesop have become synonymous with luxury and high-end produce. They offer a plethora of ranges in not only fragrance, but also skincare, haircare and homeware. They pride themselves on the rigorous formulations of their products, which have been achieved through high quality research and resourcing, which they strive to do independently.

Only the finest materials are used in what makes up their exquisite ranges of fragrances and the like. The products they create are the epitome of deluxe. However they do not allow their high-end creations to compromise the foundations the company is built on. None of the products created have been tested on animals at any stage of the development process and all ingredients are sourced do not include any animal-derived ingredients. All products are assessed through human volunteers and also assessed by toxicologist who do not test on animals.

Their conscientiousness to the natural world is refreshing where many corporate companies dismiss their environmental responsibility. Aesop uses recyclable glass and carboard for their packaging as they wish to lower their carbon footprint and in turn maintain an integrity so often glazed over by many companies.

The promote a “meticulous attention to detail” to their products that as they wish to provide customers “with efficacy and sensory pleasure”. They only wish to put out products of the finest quality using all sustainable technologies to hand. Their brand promotes sincerity, integrity in all that they do whilst developing their multi-faceted company. The packaging used on their grooming products translates their minimalistic and humble culture which the company prides itself on. It is determined to provide the ultimate experience for their customers, as they also offer Facial Appointments in selected stores.

Their plant-based botanical produce is wildly filling an ever growing gap in the fragrance/grooming market, to companies who are mindful of their produce and those who are not.

This is where Aesop have proved that the model they work to can be achieved whilst not comprising on the quality of the produce, and this makes them already successful even as a small company.