What Small Businesses & Branding strategists can learn from Aesop

Credits to: AD

In a world of big brands, Aesop stands out as one of the most exceptional. They have built a cult following around their minimalist approach to branding and product design, and they've done it all while charging more than their competitors.

With the rise of social media and the ability for small businesses to reach more customers than ever before, it's not surprising that we're seeing more niche companies like Aesop succeed.

What is surprising is how Aesop has capitalized on their brand's success by consistently delivering quality products that people are willing to pay more for. The company has created an appeal that goes beyond just "good-looking packaging" or "nice scents" and taps into a deeper level of human connection—one that many other brands have failed to reach.

Aesop was founded in Melbourne, Australia, in 1987 by Dennis Paphitis. The company's brand of natural body care products has since grown into a global phenomenon with over 1,000 stores in 50 countries.

But how did they do it?

Aesop's success is largely due to their minimalist approach—they focus on creating high-quality products that solve specific problems for customers and then communicating that value clearly within their branding.

Credits to Vogue Business

BRANDING DNA

Aesop's store design philosophy has always been to sincerely and authentically respond to local contexts, and this approach has resulted in some of the coolest store designs in the industry. In this blog, we will explore how Aesop's design approach has created a total appeal to its customers, and how collaborations with artists have helped to reinforce the brand's DNA.

Aesop's branding is simple and clean, with a focus on black-and-white color schemes and simple typography. Their packaging is also very minimalistic, with few labels and minimal text—just enough to communicate the product's name and purpose. This simplicity helps Aesop stand out from competitors who market themselves as "natural" but use flashy colors or gimmicky packaging to attract attention.

For example, the Aesop Balmain boutique in Sydney was designed by Henry Wilson, an Australian artist and designer. Wilson celebrated the architecture and character of the space by pairing the original rough-hewn walls formed by sandstone blocks with pale wooden floors, steel-edged shelving, and a wealth of natural light to mirror the natural aesthetic preferred by Aesop. The result is a store that is both functional and beautiful, and that perfectly reflects the brand's minimalist aesthetic. Wilson designed Aesop's first object for its home-care range: a brass oil burner for aromatherapy. Crafted from solid brass using a lost wax casting process, the intentionally asymmetrical object weighs a substantial 1kg and would develop its own individual patina over time as the brass responds to use. Wilson's design perfectly reflects Aesop's minimalist aesthetic and its strong eastern philosophy regarding design, which complements most interiors.

Not to mention their social media visual strategy features unique and artistic photography that is consistent with their brand image. Their posts often highlight natural ingredients and minimalist design elements. A good product + cohesive brand messaging = builds a loyal customer base that is willing to pay a premium for their products. And in today's competitive skincare market, that kind of brand loyalty is worth its weight in gold.

It's not hard to see why L'Oréal shelled out $2.5 billion to acquire Aesop. After all, Aesop has built a cult following among consumers who appreciate their exclusive brand image and natural product offerings. And let's face it, who doesn't love a good cult following?

So, while $2.5 billion might seem like a steep price to pay, it's clear that L'Oréal sees the long-term value of acquiring a brand like Aesop. With Aesop's focus on natural ingredients and sustainable practices, L'Oréal can tap into a new and growing segment of consumers who are looking for eco-friendly and ethical skincare solutions. And in the end, that's a pretty smart investment if you ask me.

When you're a small business or branding strategist, there are countless things to consider—from marketing to customer service, from pricing to product design.

But when it comes down to what really matters for your brand, there's one thing that trumps all the rest: consistency.