Brand Strategy
BrandOverview:
Aesop offers skin, body, and hair care products made from selected ingredients that provide a pleasurable sensory experience. It was founded by Dennis Paphitis in 1987 in Melbourne as a boutique store. It has become a well-known sustainability global brand that uses only environmentally friendly ingredients in its products. Aesop doesn’t do traditional advertising and discount sales to promote its product. Instead, they focus on the experiences their customers get when they step into the store.
Advertising Objectives
Increase sales up to 15% from male customers with a social media campaign in the first quarter of 2022.
Current Brand Presence
Aesop’s products have a high reputation that everyone would like to try and the shopping experience makes everyone feel comfortable and special.
Challenge
Men don’t pay as much attention as women to their skin, hair, and bath conditions and the products they use, so they may not be willing to spend more money on skin and body care products.
Key Message
"Aesop’s products could bring a next-level quality bathing experience to men."
The Creative Solutions
Main Idea
Aesop is here to provide high-quality self-caring products suitable for both genders to make everyone’s daily bath a pleasurable sensory experience.
Target Audience
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Middle and upper-class single men from age 25 to 45 make at least $60,000 per year. They live in major cities.
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They have busy/stressful lives, so they need a way to take a break from their stresses and feel relaxed.
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They don’t value self-care products very much currently.
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They aren’t currently aware that bathing time could be a relaxing moment.
What consumers think now v.s. what we want them to think
What we want them to think:
What they think now:
With the products from Aesop, everyone could have a relaxing moment while bathing.
Expensive bathing products and quality experiences are for women
Key Promises
We will create social media posts to advertise the idea of quality bathing experiences are for both gender to our target audiences.
Reasons to Believe
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Aesop’s branding is not female orientated, so the brand image fits both male and female. Also, the scents of the products are neutral, which is suitable for both genders.
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The scents of Aesop’s products help you feel calm and relaxed while using them.
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Aesop’s products are made with plant-based organic ingredients that are proven safe and effective for your skin.
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Aesop owns a premium and high-end brand vibe, but its products are affordable.
Plan for Deliverables
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3-5 social media Ads for Instagram and Facebook
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Male influencers marketing to post their experiences using the products on social media.
The Creative Solutions
Insight: Luxury Bathing Experience is for Everyone
After the tiring days, the finest and relaxing sensory bath experiences are not only for women but for everyone.