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Aesop, the Australian luxury skin, hair, and body care brand, has opened its first-ever shop in Suzhou, Jiangsu. Aesop’s Shenzhen store is a futuristic ode to avant-garde architecture of the 1960s and 1970s. Inspired by utopia ideals, the space features rounded lines, pastel-coloured tiles, and a space-age design that seamlessly blends into the city’s tech-driven atmosphere.
According to Dao Insight, the Suzhou store is located in a preserved late-Qing Dynasty (1644 – 1912) building called Feng Huang Ting (凤凰厅, lit. Phoenix Hall) in the Cangjie (仓街) area, at the centre of the historic old town of Suzhou, also an emerging luxury hub.
In collaboration with Shanghai’s Offhand Practice, Aesop has created a unique store inspired by Suzhou’s rich cultural heritage. The design draws inspiration from UNESCO World Heritage Classical Gardens, reflected in interior and exterior spaces. Additionally, the store showcases traditional Suzhou embroidery on lampshades, paying homage to the region’s historical craftsmanship. The overall design echoes ancient Chinese texts extorting Suzhou as the epitome of Jiangnan beauty.
Beyond the Mainstream: Aesop’s Niche Skincare
Aesop offers a curated collection of niche skincare products designed to elevate daily routines. Their offerings go beyond the conventional, featuring unique formulations and botanical ingredients sourced from diverse corners of the world, connecting you to nature’s global bounty.
Aesop is renowned for its range of high-quality, botanical-based skincare and grooming products. Beyond its niche offerings, it provides a comprehensive collection of essentials for everyday use. The brand caters to discerning individuals seeking practical, luxurious, and ethically sourced skincare solutions, from hydrating serums infused with rare Australian plant extracts to revitalizing toners enriched with Tasmanian pepper berries.
The first Aesop store in Suzhou is hyper-localised, paying homage to the region. “Not only is the brand hyper-localising its offline presence to the cities they are in but also establishing itself as a brand that “gets” the Chinese consumers and places itself as a credible “new Chinese-style” cosmetic brand, albeit being an international brand.”
Aesop’s Hyper-Localisation in the Chinese Market
Aesop’s entry into the Chinese market has been marked by significant success, largely attributed to its strategic approach of hyper-localisation. By seamlessly integrating elements of Chinese culture into its store design and product offerings, the brand has resonated deeply with Chinese consumers.
Incorporating traditional Chinese motifs, such as Suzhou embroidery and classical garden aesthetics, not only adds a sense of authenticity but also creates a unique and memorable shopping experience. Furthermore, the brand’s evolution to include Chinese-inspired products, such as incense sticks, demonstrates a genuine commitment to understanding and engaging with the local market.
Aesop has created a unique and meaningful experience for Chinese consumers by respecting and embracing the country’s rich heritage. It’s like inviting a friend into your home, offering them a taste of your culture while appreciating theirs.
