Aesop's Fable is One of High-Quality Content and Stylish Packaging

Developed during the late 80's, beauty brand Aesop was one of the first labels to launch a botanically based hair and skincare line in the high-end segment. Aesop's empire has steadily grown ever since, featuring a line of more than 50 skin, hair and body preparations, as well as facial treatments, with 100 stockists world wide, flagship stores in Australia, US, Europe and Asia along with an online boutique. But however big Aesop gets, the brand still seems like a little gem in the vast beauty market.

Aesop is cherished by male and female beauty devotees for their antioxidant-rich elixirs that infuse skin and hair with luscious rose, tea tree, patchouli, orange and cedarwood smells. The brand's holistic yet realistic approach includes plant-derived ingredients, such as steam distilled essential oils, cold-pressed whole oils or freeze-dried powdered and liquid extracts. Aesop strictly avoids boasting about organic or natural ingredients, which are often misleading. Instead it celebrates the combination of botanical extracts with the finest man-made ingredients, such as the vitamin C derivative magnesium ascorbyl phosphate and sodium lactate to achieve the highest level of quality, which is safe, effective and often necessary.

Dennis Paphitis, a former hairdresser and the powerful force behind the Australian brand, puts much emphasis on keeping it small and remaining independent with much integrity, without having to sell out to a big business, unlike some other cosmetic firms. Paphitis' vision and influence are visible throughout Aesop's packaging and its entire approach towards wellness. The signature pharmaceutical bottles with black and white labels feature inspiring philosophical quotes, which stem from the founder's love for philosophy and literature. It's not only the magical formulations that make this brand a hit, but also the quotes from icons such as Marlene Dietrich, Jean-Luc Godard, Albert Einstein and Isaac Newton. Cultural themes and lifestyle oriented collaborations help to define the cult beauty brand, with topics ranging from travel to film, as well as literature and exhibitions. The brand features quirky online lifestyle guides and anti-oxidant recipes along with handy and trendy kits (Jet Set, Starter Kit for Men, Starter Kit for Sensitive Skin), limited edition Aesop wine, as well as other joint projects, such as the upcoming art exhibition with Artist Ray Chan in Hong Kong. The monochromatic packaging and the fashionable and cult-like approach with sayings such as, "A Person without imagination is like a tea bag without hot water," or "Great spirits have always encountered violent opposition from mediocre minds," may give the brand a modern twist. But, like Aesop's fables, one might say that it's more about content than appearance. The moral of the story: Aesop has both! Stylish packaging and high-quality content.

Ray Chan's artwork will be showcased at the Aesop Lyndhurst Terrace flagship store (Hong Kong) from March 10 - April 15, 2009.

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