Overview: Aesop was created in Melbourne in 1987.

It offers its customers a great

range of skin, body and hair products. Aesops products are for everyone, as their
products range to cater to any type of skin.
Aperu: Aesop fut cre en 1987 Melbourne. La marque propose de nombreux
produits pour la peau, le corps et les cheveux. La gamme de produits Aesop
correspond aux besoins de tout type de peau et convient donc une grande majorit
de la population.
Aymeric Le Leizour
n9027599
Creative Brief (1)

1. Background: Australian company, created in Melbourne in 1987. It offers a range of
skin, hair and body products for any type of skin

1. Target Market: Existing customers of the brand, the neutral nature of the products
appeal to both men and women who take care of their skin

2. Objectives: The campaign will convince existing Aesop customers that the products they
just bought are the best and to remind customers that Aesop is present and cares
about them when they need it next.
Brief Cratif (1)

1. Position gnrale: Compagnie Australienne, fonde Melbourne en 1987. Propose de nombreux
produits pour la peau, le corps et les cheveux et rsonne pour tous types de peau.

2. Audience: Les consommateurs ayant dj adhr la marque. La nature neutre des produits
proposs attirent la fois les hommes et les femmes dsirant prendre soin de leur peau.

3. Objectifs: La campagne vise rappeler aux consommateurs la qualit des produits et la marque
Aesop afin quils y pensent lors de leur prochains besoins de soins pour la peau
Creative Brief (2)

4. Consumer insight: good recognition and positive reviews

5. Creative Strategy: Aesops style is very simplistic, so simple executions need to be
achieved in order to remain consistent with the brand image. The tone will be simple,
factual and caring.

6. Unique Selling Proposition
We Now Know Your Skin. Focusing on the products being relevant to the customers
skin.
Brief Cratif (2)
4. Avis des consommateurs: bonne propagation de la marque ainsi que commentaires
positifs

5. Stratgie crative: Le style Aesop est dfini par sa simplicit. Des excutions simples
seront donc dvelopper afin de rester consistant par rapport limage de la marque. Le
ton sera simple, factuel et soigneux.

6. Proposition unique de vente: Maintenant, nous connaissons votre peau avec un
focus sur le fait que les chaque produit correspond la peau des consommateurs.
The solution

Target market: 2 different types of existing customers (1
st
time buyers and loyal
customers)

Creative strategy: changes to the in-store experience, product packaging and online
presence of the brand will be implemented to remind customers of the quality of the
brand and remain attractive to them

La solution

Audience: Il existe 2 types de consommateurs pour la marque (les premiers acheteurs,
ainsi que les acheteurs loyaux

Stratgie crative: des changements sur lexprience en magasin, lemballage des produits
ainsi que la prsence en ligne de la marque vont tre mis en place afin de rappeler aux
consommateurs de la qualit des produits et de pouvoir rester attractifs leurs yeux.

Executions:
For the We now know your skin campaign, 5 executions will be implemented to retain
customers.

Improvement of the in-store experience with a skin test
Email marketing with reminders
Mailing (samples of new products depending on the season and environment)
Improvement of the online store experience and presence of the brand
Modification of the product packaging
Les excutions
Pour la campagne Maintenant, nous connaissons votre peau , 5 excutions devront tre
mises en place afin de retenir les consommateurs.

Amlioration de lexprience en magasin en offrant une analyse de la peau
Marketing par le biais demail
Envois postaux (chantillons de nouveaux produits selon la saison et latmosphre)
Amlioration de la prsence en ligne ainsi que de lexprience sur le site Internet
Modifications de lemballage des produits
Improvements of the website and the online store experience

Video tutorials on how to use each product (only available for certain products and videos are
plain, not engaging nor guided.
Les excutions
Creation of a channel of
videos for all products,
links provided on
samples
Link between website videos and samples
Modification of the packaging
When the product runs out, a message
appears on the packaging, reminding the
customer to buy a new one soon

Technology similar than the DHL
advertising stunt.
We now know your skin
In-store
Experience
Skin test
Gathering
data about
the
customers
(skin type+
email
address +
mailing
address)
Sending
samples by
mail to
customers
when
seasons
change or
new
products
come out
Modification of
the packaging
Modification
on the
packaging,
with a
message
appearing
when the
product runs
out
Online
Experience
Modification
of the
packaging
(links to
tutorial videos
on samples)
Email
Marketing
to send
reminder
that
product
should be
running
out
Improvement
of the website
(videos on how
to use
products)