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02 Intro
Aesop started with an almost obsessive commitment to product quality. Its signature brown bottles resemble lab equipment.

32 Inner Space
Aesop maintains simplicity in its product lines and image. This section takes a brief look at Aesop’s signature products, special items and packaging.

Product Range / Special Items / Visual Communication

38 Signature Stores
Aesop seeks to interact with its customers through its products rather than masking itself with fancy packaging or loud marketing campaigns. Convictions and deeply held beliefs built up over years of commitment to an ideal — these are the secrets to Aesop’s success.

54 Style
Aesop avoids loud marketing campaigns and advertising. Instead, this Australian cosmetic company infuses its brand’s identity into its stores. No two of its 60 stores worldwide are the same.

62 Mood
This section delves into the tastes and preferences of Aesop users.

78 Picked
Aesop products can be found in a number of restaurants, as well as select shops and cafés. The places introduced in this section are as distinct as Aesop itself.

85 B’s Cut
We asked a number of Aesop users which items they chose because of brand image and which they chose for function.

Image / Features

81 Brand Story
Aesop’s branding ideas and image are what separate it from competitors. This section takes a closer look at the brand’s presence.

100 Outro
Aesop began in a small hair salon in Australia. Dedication and pragmatism have built it into a well-balanced brand. This section reveals some of the untold stories behind Aesop.


Aesop was established in 1987 by then an owner of a beauty salon, Dennis Paphitis in quest for superlative beauty products. Defying conventional wisdom in marketing and branding, Aesop has been demonstrating solid performance in establishing its own brand by showing its near-stubbornness in maintaining its taste and uniqueness. Thus the Australian cosmetic brand has set itself apart from other competing cosmetic brands in the midst of fierce competition.

Additional information

Weight 12 oz
Dimensions 9.5 × 6.75 × 0.75 in





6.69 X 9.45in

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