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How Aesop Built a Brand on Sensory Retail
In this episode, we look at how Aesop, the skincare company, built one of the most distinctive retail brands in the world by focusing on the in-store experience. We talk about how every Aesop store is designed differently, how the brand uses scent and touch to create a memorable visit, and why they staff their stores with people who can talk about the products like experts. We also discuss the role of their iconic amber bottles and minimal packaging, and how they've avoided the discounting trap that plagues beauty brands. If you've ever wondered why you feel calm just walking into…
The skinny
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