Sleep by Aesop
Pictures from various source, including Aesop.com. This is part of SVA’s Master of Branding exercise. Team members are Tara Chen, Ina Dimitrova, Kristina Ermolenko, Michelle Kwiatkowski, Christine Shin, and myself. Class conducted by Ken Carbone from Carbone Smolan.
Aesop is a beauty brand that is guided by the core values of respect, creativity, excellence, passion, and integrity. Carefully selected ingredients blended into several beauty products delivered in simple and unified package design have won the heart of their niche consumers. Moreover, Aesop pays attention to the retail experience through charming interior design and sophisticated customers engagement.
In the arena of beauty and cosmetic, Aesop faces many competitions and imitators. The brand needs to look outside beauty industry while maintaining the core principle of the company to differentiate themselves.
We looked at trends and new technology to identify new arena Aesop could tap. Coming from the research of the company, we found out that Aesop products respond to genuine needs of their customers. So next, we looked for the most current customer’s needs through news, startups trend, and self-observation. We found out that sleep industry is the next big thing. As sleep becoming the new luxury in this busy world, there are new products and technology that help people the rest they need. McKinsey said that the sleep-health industry is estimated to be worth between $30-$40 billion, 8% growth yearly.
We purpose to Aesop to tap into Sleeping Industry. Not only because it is a growing industry, but it also addresses beauty through healthy and balanced sleep. So introducing, Sleep by Aesop.
Sleeping patch is one of the product we purpose for this line. As a new and growing technology, the health patches industry itself is projected to grow by 89% in 5 years.
The other two products we purposed as part of the sleep line are Sleep Mist for pillow and bedding and Wake Up Oil for energizing morning beverages.