L'Oréal's most expensive acquisition in history - Aēsop
"I like ideas and products that reveal themselves slowly – more whisper than scream, something that becomes part of our own personal universe."
After L'Oréal acquired Aēsop from Brazilian beauty group Natura & Co in 2023 for US$2.5 billion, it caused a sensation in the entire beauty market. This is also the largest transaction of L'Oréal Group to date. However, the intangible value accumulated by Aēsop over the years may not be fully measured in money.
Aēsop was founded in 1987 and has nearly 400 physical stores/counters around the world. Aēsop has always adhered to the brand spirit of environmental sustainability, using only natural and organic ingredients, adopting scientific formulas, and insisting on not using animal testing. It has successfully grown from a niche brand to a B-type consensus enterprise that is popular all over the world and has been certified.
Aēsop, a skin care brand from Melbourne, Australia, was founded by Dennis Paphitis in his father’s hair salon. The iconic amber glass bottle, detailed ingredient labels and low-color brand identity are Aēsop's consistently simple and low-key brand image. Its pure and rustic style makes it stand out among many brands.
A philosophy of its own
In the beauty and skin care market that is busy with schedules and noisy endorsements, Aēsop insists on communicating with consumers with a calm and rational brand philosophy, and has always avoided overwhelming media advertising; instead, it reserves its budget for the development of friendlier functional ingredients. , carefully conceived design, and establish communication between people to make life better.
Aēsop continues to connect with the fields of design, art, architecture, literature, and culture. When entering an Aēsop store, the most impressive thing is the highly immersive spatial entity. Each concept store will draw on local cultural history and materials to adjust the design style and naturally integrate into the city streets. When creating a space, everything revolves around "how to use design as an art medium" to create a pleasant dialogue with customers in the most direct sensory experience. This is the essence of design that the brand firmly believes in.