Aesop Case Study
- A leader in luxury skincare and beauty, renowned for its meticulous approach to formulation and commitment to quality ingredients.
- 14 January, 2022
OUR GOAL:
To position Aesop as the essential luxury brand for skincare, emphasizing its high quality ingredients, sustainable practices, and commitment to holistic selfcare.
Campaign Objective:
- Increase Brand Awarness
- Drive Sales of Parsley Seed Serum
- Increase Sales Reverence Hand Balm
- Boost Social Media Engagement
Campaign Details:
- Duration: 6 Months
- Budget: $40K+
In-Depth Understanding of the Luxury Skincare Market
Our strategy began with extensive market research in the high-end skincare and beauty sectors, focusing on discerning consumers who value quality, sustainability, and natural ingredients. This research helped us identify key trends and preferences among luxury beauty buyers, including a growing interest in eco-friendly practices and plant-based formulations.
Targeted Product Focus: The Parsley Seed Serum and Reverence Hand Balm
With these insights, we crafted a targeted approach that highlighted two flagship Aesop products: the Parsley Seed Anti-Oxidant Serum and the Reverence Aromatique Hand Balm. For the Parsley Seed Anti-Oxidant Serum, our objective was to amplify awareness and establish it as a premium skincare essential known for its potent, anti-aging benefits. Through detailed storytelling, we conveyed the high efficacy and luxurious experience it provides, resonating with consumers who prioritize skincare investment.
Positioning Reverence Hand Balm as a Must-Have Indulgence
For the Reverence Aromatique Hand Balm, the goal was to highlight its unique blend of botanical extracts and exfoliating ingredients, positioning it as a must-have item in every luxury skincare routine. We wanted to showcase the careful formulation, fragrance profile, and deeply nourishing qualities that justify its premium price, presenting it as an indulgence in everyday self-care.
Strategic Media Placements to Amplify Brand Story
Based on these product objectives, we developed a list of 25 ideal media placements in top beauty, wellness, and lifestyle publications to maximize Aesop’s visibility. Each outlet was selected for its alignment with Aesop’s values and the unique perspective it could bring to the brand’s story—from its dedication to natural ingredients and sustainability to the meticulous science behind its formulations.
- Comprehensive Market Analysis
- Targeted Media Outreach
- Optimized Content Strategy
- Audience-Centric Media Selection
- Data-Driven Performance Tracking
- Scalable Campaign Framework
- Proven Campaign Success
- Delivered Results
Results:
- Total Articles Published: 50+
- Total Impressions: 6 million
- Product Sales Increase: 68% - for Parsley Seed Serum & Reverence Hand Balm
- Website Traffic: 2.55 million, from article links
- Social Media Growth: 18% across all platforms
- Engagement Rate per Article: Averaged 2,800 shares, comments, and likes.
We crafted and placed articles in key outlets such as:
