One of the world’s great cult brands

L’Oreal this week announced the acquisition of the Australian cosmetics brand Aesop. 

Aesop is a unique brand with a cult following.  Some of that uniqueness comes from its store designs. None of its 400 stores worldwide is the same – although they all have a similar aesthetic, they all look and feel different. But they all provide, as Aesop’s creative director puts it, “a moment of sanctuary and calm.”  

They brand received so many questions about its stores that it created a website called “Taxonomy of Design,” on which you can tour some of their highest-profile stores, discover the materials and features used, and learn more about what the architects were thinking when they created them.

Ironically, Aesop’s packaging is as plain as can be.  So plain that it is cool. 

It also promotes its brand aesthetic through partnerships in the design and literary communities. The result has been a loyal and dedicated brand community – not everyone knows Aesop, but that is just how they want it.

One researcher says the challenge post-acquisition is for Aesop to “resist the forces of homogenization.”   The brand’s deep self-understanding suggests it may be well-positioned to do so.