While the rest of the beauty world is heading in a somewhat unnatural direction in search of youthful looks and appearances, one company has stuck to its roots in offering a line of skin, hair and body treatments made with botanical-based solutions.
This company also has a different marketing strategy to most. Launched in 1987 in Melbourne, Australia, Aesop mostly sells its products not through mass marketing and advertising, but by attracting customers to its unique and creative stores, and through good old-fashioned word of mouth.
'We have never in our 21 years advertised,' said Suzanne Santos, product advocate for the brand which celebrates its 21st anniversary this year.
Instead, the firm promotes the brand through the support of a range of events such as charity dinners, comedy writing and theatre.
Aesop general manager of the Greater China region Clement Yang Chi-liang said: 'Aesop is full of authentic concepts, and it emphasises product efficacy, integrity and innovation. The focus is on the incredible ingredients inside the bottles which bring amazing and satisfactory experiences for consumers who buy and use our products.
'This results in a lot of word of mouth [referrals through personal experience], and also 'word of mouse' through the internet.'
Mr Yang said more than 50 per cent of Aesop's customers were gained in this way. 'Advertising can bring customers to try the products, but the product itself can bring customers back - and with their friends,' he said.
