93- Aesop - Business Design Teardown

d.MBA

Ahh, the unmistakable scent of a new Business Teardown! This one has notes of brand elegance and a touch of sophisticated aesthetics… but does it have the sweet smell of business success?

Excuse our indulgence in some beauty-based puns; this week, we're taking our first look at a skincare brand that has long been admired for its design, customer experience, and attention to detail - Aesop.

With its unique amber bottles, stunningly designed stores, and a deep-rooted commitment to botanical science, Aesop's strategy goes beyond just selling skincare products. It's about selling an experience, a philosophy, and a lifestyle.

The brand has carved out a niche in the competitive skincare market by merging a keen sense of design with quality formulations. In this episode, we'll explore how Aesop's distinctive branding, commitment to sustainability, and authentic storytelling have made it a beacon in luxury skincare.

But is this high-end brand all looks and no business substance? Or does Aesop deserve its fabled status?

In this latest dMBA teardown, Alen, Franz, and Tom discuss….

• Why Aesop's investment in spa-like store experiences has been a strategic masterstroke

• How a deep commitment to saying 'no' has helped Aesop own its place in a competitive market

• The reasons its recent acquisition was a complete no-brainer for new owner L'Oreal

• How China (and its booming luxury market) could unlock enormous growth for Aesop

So relax, unwind, and indulge in another episode of the Business Teardown.

www.d.mba