Tag Archives: Aesop

How can Beauty Brand Hopes and Dreams hold up in front of the Digital Mirror?

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“Beauty is hope. It’s about our dreams and aspirations. Yet, as with everything, digital has made reality creep up on it big time. Where beauty brands, especially prestige ones, once fancied themselves as hovering above the fray in a realm … Continue reading

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How Premium Brands Grow Without Losing Their Glow – Part II

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In Part I we looked at how premium brands use own flagship stores and retail partners that project exclusivity to keep their glow while extending their distribution.  Horizontal geographic expansion around the globe – rather than penetrating a single market … Continue reading

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How Premium Brands Grow Without Losing Their Glow – Part I

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Marketing “guru” Martin Lindstrom is concerned about the effects that ‘reaching-down’ and the ‘fashionization’ of Luxury labels has on their long-term ability to maintain desirability and premium price points. He writes in his piece “The Luxury Catch 22”  “With a … Continue reading

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Aesop – Fabled Brand, Fabulous Marketing

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 – the Australian boutique Beauty Care brand founded in 1987 – intuitively masters the art of “class branding”.  It is a perfect case to illustrate key principles that – when lived by – can lift  a brand above the masses.  Of course their … Continue reading

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