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 L'Officiel speaks to Suzanne Santos about Aesop's brand philosophy, its well-loved products, unique customer experience, and steadfast growth and success.
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All brands have their own niche and expertise when it comes to selling their products. For Aesop, they&rsquo;re all about providing the joy and luxury of living. Established in 1987, Aesop&rsquo;s started with the goal to do things differently&ndash;from formulating wellness products for skin, hair, and body care with only the finest plant-based and laboratory-made ingredients, to&nbsp; incorporating sustainable design and locally-adapted pieces into their branches all across the globe. From their well-curated stores to their excellent service, customers are not just provided with Aesop&rsquo;s high-quality products, they&rsquo;re also immersed into a whole new delightful experience that&rsquo;s made with careful attention to detail.&nbsp;

Aesop Store in SM Aura

Aesop Store in Rockwell Powerplant

Aesop Store in Greenbelt

In the quest to understand how Aesop achieved its global success, we&rsquo;re taking a deep dive into the very core of the brand. Aesop&rsquo;s Chief Customer Officer Suzanne Santos has been with the brand since its establishment in 1987 and has worked alongside Dennis Paphitis, Aesop&rsquo;s founder, on creating the brand&rsquo;s core design philosophy. And until today, she continues to oversee Aesop&rsquo;s introduction to new markets, as well as the brand&rsquo;s relationships with mentors, consultants, and most importantly, Aesop&rsquo;s customers. In this exclusive interview, Suzanne talks about Aesop&rsquo;s brand philosophy and sustainability design, her unique approach to customer service, and the very foundation that makes Aesop different from the rest.

Can you take us back to how Aesop started over 30 years ago, and what the idea was behind it?
The hypothesis for the brand was really how to make something better and how to take out the things that no one needed. What else can shampoo be? What else can a body wash, or in this case, a hand bomb be? With essential oils, it was the protagonist and everything was formed around that. And so there came the idea of questioning what others were using and looking for in the purest pursuit, not for the sake of it, but because you could simply make a better product. That was the driver for the brand.
Why do you think Aesop&rsquo;s brand philosophy has managed to stay steadfast, yet relevant over the years?
We remained consistent in believing that cosmetics can be something else. The culture around cosmetics doesn't have to be driven by the notion that there are miracles in jars. There are incredible outcomes for using great ingredients, but there are no miracles. We are driven by science and we hold within that the fact that we were born with sustainability without even knowing there was such a word. That has kept us relevant.
Tell us more about Aesop&rsquo;s very first product, and why it was created?
It was a range of four hair care products in 1987. At the time, the brand was not called Aesop but Emeis, like the hair salon opened by our founder, Dennis Paphitis. It included two shampoos, one conditioner and a hair styling gel which were staples at Emeis Hair Salon back in the 1980s. The Aesop Hair Care range has then been re-envisioned for today&rsquo;s audience and has become a staple in expert hair care.

Aesop Headquarters, Melbourne. Photographed by Peter Bennetts.

What are Aesop&rsquo;s constant inspirations (can be in any form)?
Our company has always been inspired by the arts: architecture and design, literature, music, the performing and visual arts, cinema, and the humanities in general. We believe our formulations should form part of a balanced lifestyle that encompasses frequent engagement with the literary, performing, cinematic and visual arts.
Could you describe to us who Aesop creates its products and spaces for?
Aesop was created for the curious-minded. Our customers think about what they consume and value quality and sincerity. They span all ages and genders and appreciate the efficacy of our formulations, the welcoming and beautiful spaces in which they are hosted, and the exceptional service they receive from our consultants.
As Aesop&rsquo;s Chief Customer Officer, what are the elements of the Aesop brand experience which have made it so successful? Which aspects of the in-store customer experience are most important to you?
Our relationship with our customers is never simply a transactional one&mdash;it is also educational, prescriptive, and sensorial, where we treat our customers as guests. We always try to find the right product for each person and to provide a space for conversation.
How would you describe to a blind person what the journey and experience of visiting an Aesop store is like?
I suppose if I were to take the hands through that experience, it would be textural because we use different kinds of material. It would be sensorial from a perspective. It would be comforting in terms of how you'd be spoken to. It would also be physical at a viscosity level to hold the hand and demonstrate the physical experience of Aesop. The senses that determine the products don't need visuals for them to be felt.&nbsp;
Aesop stores weave themselves into the fabric of the locale. How do you select and conceptualize what an Aesop store will look like based on the location, and how do you incorporate the location&rsquo;s history and culture into the space?
In terms of design, we seek sincere and authentic solutions, stripping away everything that feels too obvious or literal. We always engage with the neighborhoods we enter and choose sites that are convenient to our customers. No two Aesop stores are the same&mdash;each is a response to the distinctive characteristics of its location. We consider not only well-trodden paths but also locations that carry the promise of fresh discovery or revival.

Aesop Store at Collins Street, Melbourne

Have you ever created any location or country-specific formulations or scents that harness endemically found elements?
The Parsley Seed Anti-Oxidant Serum. With increased awareness of the influence of our environment and how this may affect the skin, we saw an opportunity to build in additional layers of efficacy to the Parsley Seed Skin Care range. The product line&rsquo;s formulation delivers impressive antioxidant benefits with heightened relevance for use in urban environments, achieved with ingredients including extracts of Caesalpinia Spinosa (tara gum) and Kappaphycus Alvarezi (red algae).
Can you tell us in what ways Aesop appeals to the Philippines market and its consumers?
Filipino consumers are discerning, and with the growing Philippine skincare market&mdash;more of them are identifying with our ethos and our approach to skincare. They&rsquo;re also able to find Aesop products that can help to support their skin in the Philippine climate, which is contrasted by strongly air-conditioned indoor spaces and the warm outdoors. Filipino culture is also warm and generous&mdash;and customers will resonate with our in-store experience.
Can you share with us what we can look forward to in future from Aesop?
Our journey to reducing our footprint includes our commitment to climate action. We aim to reach net zero greenhouse gas emissions by no later than 2030. We also hope to bring our retail experience to a wider audience. We will also continue to build even stronger relationships in the areas in which we operate which extends beyond our stores and offices, to our suppliers and growers. We recognise the importance of making a positive contribution to the communities in which we establish ourselves, and we are committed to influencing positive social and environmental change.

The Luxury of Living with Aesop

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