Observations

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:

Screenshot showing lifestyle product imagery on Aesop's website

Aesop sets the tone for their brand through an artistic approach to lifestyle photography.

Screenshot of Aesop's product cards

Product photography is no less artistic. Aesop uses lighting to create dramatic shots that become sculpture-like in appearance.

Quote on Aesop's About page: "Do not wish to be anything but what you are, and try to be that perfectly" -Saint Francis de Sales

Furthering their unique brand of artistic intellectualism, Aesop distributes quotes from history's great thinkers throughout their website and other customer touch points.

Screenshot of Aesop's store locator with photos of physical location interior design

The culmination of their branding—and places very much worth visiting if you love top-notch retail experiences—is the photography of their physical stores, which showcase their architectural ethos of taking inspiration from the cities in which they're located.

Guidelines used:

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: