Dennis Paphitis of Greek origin, Director of Aesop, grew up in a family of barbers and hairdressers. The brand itself grew out of a line of hair care products that Paphitis developed in the late 1980s while working in the industry. Today, Aesop is widely recognised as one of the most promising luxury brands in the beauty business.
The focus is on premium skincare, although the brand also sells a range of hair and body products. Paphitis’ team is obviously very important to him and he tries to spend some time each year working in the office with the respective teams in Tokyo, Paris and London. The story of Aesop and it’s ethos, is one that reflects everyone’s experience of this brand. A brand that is honest, minimal and does what it says it’s going to do.
As well as effective product, design is also central to the Aesop brand – each store is unique and sensitive to its geographic context with frequently outstanding visual merchandising and a notable attention to detail that allows the brand to avoid any sense of ‘big-brand’ aesthetic mediocrity.
Moreover, the website of ‘Aesop’ gains the attention of the public, since it provides advice about well-being using philosophical and literary quotes.
Now with outlets in Melbourne, Taiwan,Paris, London, New York, Hong Kong and Singapore, you have to experience one to understand their impact. Each store is geographically sensitive to its area, so when you are in Melbourne, the product lives and breathes what it is to be Melbournian.Aesop stores take always in the characteristics of the neighbourhood, the feeling, the people.
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