Nest x Aesop: Since 1996
Aesop Interview with Kev on the relationship between Nest the Shop and Aesop the Skincare brand.
Can you recall when you were first introduced to Aesop?
I first met Aesop founder Dennis Paphitis in 1996 when I was involved in corporate retail, and then Founding Associate Suzanne Santos, 1 year later. I was working with international luxury cosmetics brands at the time. Dennis and Suzanne didn’t identify with the cosmetic world at all, I was instantly curious about what their intentions were.
What were your early impressions of Aesop?
At the time of the Cosmetic Floor of Georges opening in 1997, the Aesop brand had distinguished itself on every level. The branding was of an international standard. And the Aesop clients were different, they were purely focused on the product, the features of the products and the subsequent benefits. They weren’t being advertised too. They were making a choice for themselves. What the Aesop clients all had in common was that they were well informed.
It was akin to the cosmetic world stepping into the information age.
The Cosmetic world is so well known for its’ extensive marketing campaigns. How did Aesop build an audience without advertising?
Well it is true that Aesop didn’t run traditional advertising campaigns, but they did do some very clever marketing. Positioning their hand care products in high profile restaurants and later fixing hand care dispensers to the outside of their stores for passers-by to try.
Producing sample sachets for us to place in the hands of our clients to recommend new products.
These sorts of initiatives were very effective. It was a case of letting the products speak for itself. It was also very generous and giving.
How has the Aesop offering changed in the time that you’ve been working with the range?
The offering has grown exponentially. It’s been interesting to watch Aesop evolve in their craft. The rigorous principles that Dennis and Suzanne founded, with their uncompromising philosophical approach to product is still evident in the products launching on to the market today.
Each and every Aesop product has a clear purpose. It’s a little like the names that the products are given, Amazing face cleanser, in two minds. Each product has an identity and exists because it offers a skin care solution to the client.
In your view how has a Melbourne based skincare company achieved international success?
In 1998 I walked in through the front door of the old Barneys downtown store, the Aesop counter was set back about 45 meters into the ground floor, slightly elevated and facing directly back into the main entrance. It was a brand positioning triumph for this young Melbourne brand. As a Melbourne retailer, I was very proud of them. I have no idea how Dennis and Suzanne pulled this off, it was quite an achievement and it demonstrated a profound confidence that they had in themselves.
The international success that Aesop has achieved, has come about by showing a genuine consideration and respect to each and every place that the Aesop brand is introduced. Their approach is always gradual and steady and given the fullness of time.
As a company they’ve demonstrated enormous capacity to be able to develop all of the elements involved in building successful stores across so many countries so far from home. This has been an amazing achievement.
