We looked at trends in beauty and innovation to identify new arena for Aesop to enter. Coming from brand audit, we found out that Aesop products respond to the genuine needs of their customers. We also looked at the most current customer’s needs through news, startups trend, and self-observation.
We found out that the 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 get the rest they need. McKinsey said that the sleep-health industry is estimated to be worth between $30-$40 billion, 8% growth yearly.