Soaps, scents and sanitisers: How Australian luxury brand Aesop nailed ‘aspirational’ in the self-care era

Australian luxury skincare brand Aesop. PHOTO: AESOP
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SINGAPORE – It usually begins in the bathroom. The Aesop journey, that is.

Washing their hands with the Australian luxury skincare brand’s aromatic hand soaps is generally how most customers experience Aesop for the first time, says the brand’s general manager of Asia, Mr Frederic Seiller.

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