Aesop: The making of a Lovemark

Five years ago I washed my hands in a public bathroom and couldn’t help to notice the scent the liquid hand soap had. Normally, I don’t even notice the hand wash, but this one had a wonderful scent. I’d never seen the Aesop brand before, but I was intrigued by the stark design of the product label that made the bottle look more like a chemical compound than a soap.

Five years later, and this time in Zurich, I stumble across a uniquely designed shop; so different from other shop, that I couldn’t help but to stop. The shop resembled a chemist lab with a lot of style. I realise it is an Aesop concept store and couldn’t help but to want to learn more. I walked in.

The shop layout, lighting and product display invite you to come in. 

I spoke at length with the shop assistant who patiently explained Aesop’s background (it is an Australian brand, yes!) and philosophy. I was hooked. Its approach to selling cosmetics captured my attention that I couldn’t let go. No other cosmetic brand has done so for me like Aesop. Want to know why?

It is not the one thing (Not even their wonderful scents) that captured me, but it is the combination of all the small details (present at every touch point) that make the Aesop brand so attractive. Small details that combined under the one brand create an experience worth raving about. See for yourself.

The staff is knowledgeable, patient and focused more on product education than direct sales. Aesop value action more than talk and has the most ‘hands-on’ approach I’ve ever seen in a cosmetic shop. Hand soaps can be tested in store with real sinks.

The brand experience has been really well thought out. The sinks are just one piece of the overall puzzle. Other details worth noting are:

Attention to detail: Gift-wrapping with scientific looking label tied with a natural cord. (Science meets nature theme?)

Attention to detail: Shop bag with printed City Tourist guide. The brand knows its surroundings and pays respect by tailoring its packaging accordingly. In fact, I learnt that it is not only the bags that are customised per location, but also the stores. Each shop is designed differently to fit with its surrounding environment. 

Attention to detail: Shop bag (front side) with artist’s quote. The quotes help build the artistic and intellectual associations that the brand wants to convey. 

Attention to detail: The post purchase experience is finished with a highlight on the best looking (and smelling) invoice I’ve ever received. Makes you want to pay more…

In summary, Aesop we have the making of a brand worth loving. A brand, in my books, well on its way to Lovemark status.