Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Aesop Built a Brand on Apothecary Minimalism
In this episode, Lucas and Luna examine how Aesop, the Australian skincare company acquired by L'Oreal in 2023 for $2.5 billion, built a globally recognized brand on the pillars of apothecary aesthetics, minimalist design, and anti-marketing marketing. They trace the brand's rise from a single Melbourne salon in 1987 to over 300 stores worldwide, focusing on three specific strategic choices: the decision to never advertise, the obsessive control of retail environments down to the branded brown glass bottles, and the deliberate use of free product samples as a data-collection and…
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