The Big interview - Inside Aesop

This interview was conducted with Tracy Buchan, Store Cluster Manager of Aesop UK. It's purpose: To get behind the scenes of a trailblazing brand and understand how it has achieved such success within the premium beauty sector.

The interview reveals a strong core brand identity which directs all of Aesop's actions, from how they design their stores to how they approach new product development. This is key to their success.

1. How would you sum up the Aesop brand?

Aesop began in 1987 when we developed a range of botanically based hair products that quickly found a loyal clientele. We’ve expanded since then to offer skin and body care, but our principles have remained constant. We do not subscribe to mainstream cosmetic practices nor do we claim our products offer eternal youth. We create products that are authentic, sincere and as timeless as possible. Much as inspired chefs are driven by produce, we are captivated by the compositions that can be developed with quality ingredients and innovation. We're driven by ingredients first and foremost, marrying beneficial botanicals with solid science.

2. Who do you target?

We tend to attract similar clientele across the globe: intelligent, savvy, well-travelled, well-read, discerning women and men.

3. How important do you think the design of your stores is in expressing your brand’s personality? Where does the Aesop website sit with this?

Our stores are, first and foremost, places designed to house a range of products of which we are extremely proud. While the range is constant from location to location, we treat the design of each store without reference to the others. Instead, we reference the things we, as a brand, care about: thoughtful, neighbourhood-specific fit-outs; quality materials and lighting; and a welcoming ambience. We are concerned with doing everything as mindfully and as well as possible. Our concern with detail and quality applies to what is in our containers and the shelves they sit upon. Our website is our online presence, and part of our interest in establishing ourselves as an international brand.

4. What is the design philosophy behind the Aesop stores? How do they help your brand live and breathe?

Our philosophy is to collaborate with architects and designers who excel in their field. We are passionately interested in design and believe there is no reason a retail environment should not be as distinct and exciting as any other part of the build landscape. The fact that we express this in the design of our stores has brought all manner of interesting people into our realm.

5. Your stores are all unique. What is the reason behind this?

Each Aesop store design is distinct. We read the streetscape historically, consider what it’s modern context is, then seek to complement each setting.

6. What size footprint do you trade from usually? Would you expand?

All of our stores are different. Our London store is 19 square metres, which is perfect for this city. We feel that we work well within a smaller space rather than a large cavernous one.

7. What are your ranges? Do you see yourself expanding beyond your core product?

Our product range started with hair then body products and we now sell a wide range of skincare. Expansion of our products is not our main focus. We prefer, instead, to explore the possibilities of some ingredients that we have found to be particularly effective.   

8. Where can your brand go from here? 

Wherever our collective inclination and imagination takes us.