Launches Parsley Seed Facial Cleanser
Australian brand Aesop plans to strengthen its position in the US and Europe, establishing new outlets across both regions. “The US and Europe are our two big areas of growth at the moment,” Indi Davis, Aesop’s marketing coordinator, Europe, told SPC. “We plan to double our signature store presence in the UK by the end of next year and we’re growing exponentially throughout mainland Europe.”
Since 2008, Aesop has established three stand-alone stores in the UK, in London’s Mayfair, Notting Hill and Shoreditch and the brand plans to open a fourth in an undisclosed west London location in October.
Aesop has also boosted distribution in France, recently opening a store-within-store in Parisian concept boutique Merci. Meanwhile July will see Aesop launch its third dedicated store in the city.
The brand has been distributed in the US for several years via Barneys stores and mail order, but next month Aesop will also establish a kiosk in New York’s Grand Central Station, described by Davis as “a small space, but somewhere where commuters can visit to replenish their products if they run out”. In the six months following this, three further stand-alone stores will open in New York on Bleeker Street, Elizabeth Street and University Place.
“Currently, we have 37 signature stores globally and, as of next week, we will have 38,” said Davis.
In addition, Aesop has extended its product offering with the addition of a gel facial cleanser to its Parsley Seed premium skin care line. The product contains lactic acid to gently exfoliate through the removal of dead skin cells and users are recommended to leave the product on the skin for two minutes before washing off for optimum benefits. It also features the range’s anti-oxidant parsley seed extract.
The new cleanser, the eighth product in Aesop’s Parsley Seed line, was recently launched in Australia and will roll out across Europe and the US in September.