Aesop (brand)

Aesop (stylised as Aēsop) is an Australian luxury cosmetics brand that produces skincare, haircare and fragrance products. It is headquartered in Collingwood, Victoria,[2] and is a subsidiary of L'Oréal.[3]

Aesop was established in 1987 by Dennis Paphitis in Armadale, Victoria, where Paphitis owned and operated a hair salon named Emeis in which he blended essential oils into hair products.[4] After continued success, he rebranded to Aesop, naming the brand after the Greek fabulist and storyteller to mock the puffery exhibited in cosmetics industry advertising. He sold the brand to Natura & Co in 2012 while maintaining a role as advisor.[5] L'Oréal bought Aesop for $3.7 billion in 2023.[6]

Corporate identity

The brand has been noted for following a modern approach to prestige branding.[23] This includes not using traditional advertisements or discount sales to promote its products but rather getting noticed and talked about for the design of its products, stores, events and communications.[24][25]

Name, logo, and branding

According to founder Dennis Paphitis, the brand's name was inspired by Aesop, the Greek fabulist and storyteller credited with a number of fables. Originally named "Emeis" - which in Greek means "us", and the namesake of Paphitis's hairdressing salon at the time, the brand's name was changed to Aesop in response to the sometimes exaggerated claims made by competitors about their products.[5] Aesop has a minimalist approach to branding, with their logo being a simple transcription of the brand's name in Optima font. Their brand image is described by social entrepreneur and writer Tony Kearney as the key behind its success who credits Aesop with having crafted one of the most beautiful brand programs in existence.[26] After 20 years of operation, the brand retained digital strategist Work & Co to redesign the online experience. The website redesign was critically acclaimed, winning three awards.[27]

Store design

Aesop retail stores are considered to place local relevance and understatement as a priority in their design.[28] Notable designers and architects have been involved in the creation of Aesop stores. In 2008, British designer Ilse Crawford designed the first London-based store for the brand, located in a Victorian Grade II listed mansion block in Mayfair.[29] The store was noted for its restoration of a historic building with modern additions with brass and ceramic while maintaining original fittings such as the pitch pine floor.[30] In 2021, Odami, a Spanish-Canadian design studio was retained by Aesop to design a new store in Yorkville.[31] Odami described the project as one which paid homage to the history of Yorkville, which retains many homes of Victorian design.[31] The Victorian-style finishing's were noted, as was the design's minimalist approach.[32]

Internal culture

Aesop has a distinct internal company culture consisting of minimalism and order. Aesop employees are referred to as "Aesopians" and are subject to certain unique company rules and guidelines, such as using only black Moleskine notebooks and black pens and sending all emails with a greeting or pleasantry at its beginning and end.[33] Its offices have been described as "minimal...upmarket prison cell[s]", and employees are not permitted to eat food at or keep personal items on desks.[33] This order is said to stem from Paphitis's inclination for control over Aesop, who has acknowledged "[Aesop] labour[s] over seemingly inane decisions...to make things appear effortless...there's a great deal of energy involved".[12] Other elements of the internal culture include keeping mobile phones on silent inside offices and using Aesop's brand colours on company documents. Former General Manager of Marketing Lisa D'Amico has stated, "the colours used on PowerPoint presentations are really, really important, particularly to the board. If [one is] not OK with that, [they] just won't enjoy [working at Aesop]". Such edicts have been described as "specific yet vague" that make being a potential employee stressful. D'Amico acknowledged Aesop takes "cultural alignment to the nth degree" and noted cultural fit between Aesop and its employees ought to be mutual.[7]

type	Subsidiary
foundation	1987
founder	Dennis Paphitis
location city	Melbourne
industry	Cosmetics
products	Skincare, bodycare, haircare, fragrance and homeware
revenue	▲ R$1.9 billion (2020)‡R1R‡
locations	395 stores
parent	Natura & Co (2012–23) L'Oréal (2023–present)
homepage	aesop.com

History

Corporate identity

Name, logo, and branding

Store design

Internal culture

Points of sale

See also

External links

References