Aesop

This week at uni, we have been considering brand transparency after watching the documentary The Naked Brand. The whole emphasis of it was that consumers have so much information available to them that you can't pull the wool over their eyes anymore. Transparency and honesty probably work better in advertising than creating some fantasy world or situation. 

Aesop, on the complete end to the spectrum to these big companies, don't advertise or endorse. Their products sell themselves and they make it known exactly what goes in the bottle. They state themselves as being fiercely independent in research and product development so  new products are what the consumer wants. 

I first became aware of Aesop after seeing Fashion Bloggers post about it and then saw some awesome illustrations on Pinterest (floral ones above). The minimalism of the packaging eludes to the product inside, no frivolous scents or harsh chemicals. The stores follow this design path and often use local designers or artists in the making of them. I feel like this is why they have increased in popularity recently, people are bored of giant brands and false promises. Bringing it back to the customer and their local environment is like a breath of fresh air in the over crowded market.

Anna