Pure Beauty

Aesop continues European retail expansion


While Skin care+ concept will be used promote key products

Melbourne based personal care brand Aesop is further expanding its retail footprint in Europe. Last week the brand, which was acquired by Brazil's Natura Cosméticos at the beginning of the year, opened a new signature store in Berlin's central Mitte borough, its first in Germany. And Aesop has also announced that it is planning a fifth store in Paris, located in the St. Sulpice area of the city's 6th arrondissement, which is due to open its doors in December.

Additionally, Aesop is promoting a range of products belonging to Skin care+, whereby Aesop stores will showcase three related products, formulated with scientifically validated actives that deliver particularly generous doses of botanicals, vitamins and anti-oxidants. In the recently opened London Marylebone store, for example, consumers will be encouraged to try three products from the Hydrate+ range depending on their skin care concerns: B Triple C Facial Balancing Gel, for greaseless hydration; Perfect Facial Hydrating Cream, a rich cream containing vitamins C and E; and Damascan Rose Facial Treatment, a concentrated treatment oil containing 12 hydrating botanical extracts. All products have been selected because they complement the more extreme climatic conditions associated with winter months.

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