The Cult Beauty Brand That Tries Not - 3186 Words

The Cult Beauty Brand That Tries Not to Be Table of contents 1. Introduction and background 2. Marketing environment and strategy of Aesop 3. Marketing mix 4. Competitor analysis 5. Recommendations 6. Conclusion 7. References 8. Appendix 1 9. Appendix 2 Introduction and background : This company was founded by Dennis Paphitis, an ex hairdresser, and established in 1987 in Melbourne, Australia. The company values all human endeavors that absolutely nails 5 senses elements i.e. sight, touch, hearing, touch and smell. Since the company is a product based one, it pays an extra ordinary attention to each of their products and all their products are largely botanical with lots of anti-oxidant rich parsley seed extract. AÄ“sop is not influenced by the trends and doesn’t come up with a new product on the basis of needing a new launch or to compete with the competitors. AÄ“sop is redefined as a luxury brand and has become an inimitable global player. It offers more than 150 retail SKUs and the best care for skin, hair, and body along with home range products of finest quality. One of their best thing is, it doesn’t talks about anti-aging but about the HEALTH! AÄ“sop comes with its own concept stores (or signature spaces as we say), department stores such as David Jones, restaurants and hotels along with its own online stores. It has approx 70 stores worldwide in more than 30 countriesShow MoreRelatedPrinciples Of Influence And The Psychology Of Persuasion1045 Words   |  5 Pagessitting in your junk drawer? What made you purchase the tread climber that you collects dust in the corner of your living room? Why did you get the Instyler when your straightening or curling iron works just as well? Why do you acquisition the name brand cereal instead of the cheaper alternative? Dr. Robert Cialdini provides an explanation in his book Influence: The Psychology of Persuasion. 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