Aesop, the renowned skincare brand, has recently inaugurated a new outlet at Kansai International Airport (KIX). This launch, a collaborative effort with Lagardère Travel Retail, is seen as a major push to extend Aesop’s presence in the Asia Pacific’s travel retail sector.
Embracing Traditional Japanese Aesthetics
Aesop’s new store brings to life the essence of traditional Japanese aesthetics. The store design takes cues from paper walls and the iconic Noguchi lamps, resulting in an inviting, soothing, and softly lit environment. The brand states that the store layout is intended to enhance the dwell time of shoppers, creating a serene oasis for those in transit. This strategy is expected to boost customer engagement and conversion rates.
A Store Experience Centered on Sensory Exploration
Aesop’s retail strategy is built around enriching the sensory experiences of its customers. The store features a signature sink where patrons can explore the texture and scent of various Aesop products. Visitors are also greeted with oshibori (Japanese moist hand towels) or tea, setting up a warm and welcoming shopping environment.
Moreover, the store also offers a hand-picked collection of books and a travel-themed music playlist for customers to enjoy during their journey. To further enhance the shopping experience, customers are gifted a uniquely designed tote bag which includes a Kansai-inspired quote and local tea as a keepsake.
The Aesop Difference
Jesus Abia, the Managing Director of L’Oréal Travel Retail Asia Pacific, emphasized that Aesop’s environmental synergy is a unique selling proposition for the brand. He highlighted that the Japanese-inspired design at the Kansai International Airport outlet enhances the travel experience, nurturing the skin, invigorating the senses, and creating harmonious surroundings.
Questions & Answers
Where has Aesop opened its new store?
Aesop has opened its new store at Kansai International Airport (KIX), Japan.
What is the design strategy of Aesop’s new outlet?
The design of Aesop’s new store pays homage to traditional Japanese aesthetics, incorporating elements like paper walls and Noguchi lamps to create a tranquil atmosphere.
What unique offerings does the store provide to its customers?
Apart from offering an array of skincare products, the store also provides a sensory exploration experience with a signature sink to sample products. Visitors are welcomed with tea or oshibori. There’s also a curated selection of books and travel-themed music. Customers also receive a specially designed tote bag with a local tea as a memento of their visit.
