The Misson: Expanding brand awareness and product knowledge for a client for whom mainland Chinese customers were becoming fast-growing segment.

The Challenge: Aesop has no physical presence in mainland China, and will not until China changes its ruling on animal testing for imported personal care products. In addition, fake and knock-off Aesop products are easily available on Chinese e-commerce sites.

Aesop wanted to expand brand awareness and product knowledge to existing customers, to counter fake Aesop products, drive customers to the official website (which delivers to China), to Aesop stores when they travel abroad, and to grow the base of customers in anticipation of establishing a presence on the mainland. The company also wanted to communicate their unique brand values and holistic approach to personal care and beauty as an integral part of their products.

Solution: We brought Aesop to the media’s attention via product events in Shanghai and Beijing and press trips to visit Aesop stores abroad that creatively communicated Aesop’s brand values. Regular monthly pitches aligned to the media’s editorial calendars ensured coverage throughout the year. Because social media engagement is a critical part of brand success in China, we identified and engaged with the right bloggers, key opinion leaders and customers, providing them with products, information and inviting them to events and workshops.

To showcase Aesop’s brand alignment with culture and design, the company sponsored products at events in Beijing and Shanghai that included major literary, classical music, and design events.

Result: Aesop received xx media coverage in 2015, establishing the company’s name and brand values with mainland clients.

Our Work for Aesop

• Media Relations
• Press Events
• Customer Events