Observations
February 14, 2021

Aesop highlights their physical stores, demonstrating their painstaking attention to detail

The radiating product photography, the liberal use of negative space, and the poetic prose bring the Aesop brand to life. It's this uniqueness that stands out in the crowded skincare segment.

Aesop.com Home Page Screenshot

Observations:

The radiating product photography, the liberal use of negative space, and the poetic prose bring the Aesop brand to life. It's this uniqueness that stands out in the crowded skincare segment.

You would typically find lifestyle images streaming down the home page. Here, you discover products laid out in artistic patterns under dramatic lighting. This imagery deepens the sense that Aesop is a sophisticated brand that crafts its formulations with exacting precision. Quotes by great thinkers—poets, novelists, saints—are peppered throughout the site, adding to the refined atmosphere.

Finally, it's the photos of their physical locations that wrap the entire package in an exquisite bow. Yes, the design of the stores is impeccable. But the perspectives captured by the photographers are, on their own, an art form.

It's an approach that's museum-like in its meticulousness. Show; don't tell. Aesop shows who they are in every aspect of their online presence—their digital retail space is the pinnacle of it all.

Attributes

Style:
Sophisticated Modernism
Department:
Beauty & Cosmetics
Platform:
Custom
Tools used:
Google Analytics
KISSmetrics
Hotjar
FullStory
Optimizely
Insider
Bronto
Country of Origin:
Australia
Connect with the brand: