Brand Analysis of Aesop

Aesop is a cosmetics products manufacturing Australian luxury brand. Dennis Paphitis founded the retail chain cosmetic brand in 1987. The company has established a network of approximately 395 cosmetics stores in various states across the country. Today, we’ll discuss the brand analysis of Aesop; it focuses on its mission, vision, values; customer reviews, social media presence, marketing campaign analysis, web and social media traffic, customer journey, and target audience demographic.

Brand Analysis of Aesop

Let’s discuss the brand analysis of Aesop; some of the main elements involved in the Aesop brand analysis are as follows;

Mission, Vision, and Value of Aesop

The mission and vision of the cosmetic brand Aesop are to develop top-quality skincare, personal care, hair, and body care products for customers and users. The company carefully sources plant-based ingredients and supplies, laboratory-based ingredients. However, the brand only collaborates with only those partners and suppliers that have a proven track record of safety and efficiency. All of the brand’s stores are unique; they have professional consultants to guide customers in their shopping and selection.

The objective of Aesop is to achieve sustainability by decreasing the carbon impact on the environment. It is comprised of dealing with the issues that our society, customers, and environment are facing. The brand strongly opposes animal testing, forced labor, and other banned practices.

Customer Reviews and Feedback about Aesop

The star ratings of Aesop on various platforms are as follows;

• Yelp: 4.3stars out of 400 reviews
• Trust Pilot: 3.3 stars out of 105reviews
• Thing Testing: 4.5 stars out of 312reviews
• Reviews: 3.7stars out of 9 reviews
• Man Kind: 4.7stars out of 53 reviews

The high star ratings on various platforms and the online customer reviews analysis showed that a vast majority of the customers had a positive experience with the brand. Some customers and users had a bad experience with the cosmetics brand due to late delivery, damaged products, and other issues. Collectively, the company has a better customer market position due to improved customer experience.

Social Media Presence of Aesop

The social media profiles of Aesop on various platforms and its following details are as follows;

• Instagram:1 million followers
• X Twitter: 28.5Kfollowers
• Facebook: 73.6Kfollowers

Aesop has built and maintained a strong presence on various social media platforms. The cosmetic brand runs various types of creative marketing campaigns for the promotion of its brand and product. For instance, the company regularly posts pictures and videos to update customers about the latest products; pictures of shelves and how the company’s products look like; and takes a strong stand on various social and political issues.

Marketing Campaign Analysis of Aesop

Aesop runs various types of marketing and advertisement campaigns to attract the attention of targeted customers. They’re like market competitive pricing that is affordable and acceptable; word-of-mouth marketing, social and digital media marketing, and point-of-sale marketing. However, various types of marketing campaigns help the cosmetic brand to amplify its customer’s market reach, network, and sales.

The key element of Aesop’s marketing campaign is putting a great emphasis on environmental sustainability, responsible sourcing, and engaging in ethical and sustainable practices. It allows the company to connect with the targeted customers and keep up with the growing customer market trends.

Web and Social Media Traffic of Aesop

Some of the main statistical facts and figures about Aesop’s traffic on its web and social media platforms are as follows;

• Monthly Traffic: 1.5 million visitors
• Average duration time: 1.59 minutes

The top traffic-sourcing countries on Aesop’s platforms are as follows;

• USA: 35%
• Japan: 9.37%
• UK: 8.86%
• Australia: 8.03%
• Canada: 6.83%
• Others: 31.58%

Traffic sources from various platforms are as follows;

• Google: 37.16%
• Direct: 36.34%
• Search Naver: 1.58%
• YouTube: 1.26%

Aesop Customer’s Journey

The target customers of Aesop become aware of the sustainable products of the brand through referrals and word-of-mouth marketing. It compels them to search for the sustainable products of the brand online, visit its retail chain stores, and buy the required product.

Target Audience Demographic of Aesop

The target audience demographic segmentation of Aesop is as follows;

• Gender:60% females and 40% males
• Age:24 to 54 years old
• Education: well-aware and environmentally conscious
• Income: well-off and middle class
• Interest: fashion lover

The demographic segmentation of the target audience allows you to create a buyer persona and customer avatar of the ideal customers. They are both men and women, have a strong influence on nature and environmental sustainability, are fashion lovers, and want to express themselves in a unique and innovative way.

Conclusion: Brand Analysis of Aesop | Aesop Brand Analysis

After an in-depth study of the brand analysis of Aesop; we have realized that Aesop is the leading Australian cosmetic brand. If you are learning about the Aesop brand analysis; then you should keep in mind the abovementioned mission, vision, values; customer reviews, social media presence, marketing campaign analysis, web and social media traffic, customer journey, and target audience demographic.