Moodie Davitt Spotlight Series eZine: Discovering Aesop’s sensory-driven approach to travel retail

Welcome to the latest edition of The Moodie Davitt Spotlight Series eZine, where we discover the world of global luxury beauty brand Aesop.

Apr 1, 2025 - 10:25

Moodie Davitt Spotlight Series eZine: Discovering Aesop’s sensory-driven approach to travel retail

**Click here to read the Aesop Moodie Davitt Spotlight Series eZine**

Welcome to the latest edition of The Moodie Davitt Spotlight Series eZine, where we discover the world of global luxury beauty brand Aesop.

Aesop’s acquisition by L’Oréal Groupe in August 2023 marked a new chapter in the French beauty powerhouse’s evolution, an acceleration of its mission to deliver ‘Beauty for all and for each’. It also presented exciting opportunities for the brand to reach new audiences and demographics, particularly in travel retail where the brand had been slowly expanding.

Aesop’s retail vision is deeply entwined with the spirit of place, ensuring each boutique resonates with its surroundings. Nowhere is this more evident than in its flagship boutique at the cdf Sanya International Duty Free Shopping Complex in Hainan province, China, an opening described as a “momentous occasion” by L’Oréal Travel Retail.

(Above and below) Aesop’s latest opening at the cdf Sanya International Duty Free Shopping Complex offers a sensorial experience that connects the brand’s identity with local elements, including using algae as an architectural material

**“Aesop is seen as a brand to aspire to, offering moments of calm in a busy world” – L’Oréal Travel Retail Luxe General Manager Baptiste Beau**

In these pages, L’Oréal Travel Retail Luxe General Manager Baptiste Beau discusses how the addition of Aesop has created synergies across the wider L’Oréal Luxe portfolio.

He also highlights how “innovation, balance and differentiation” are key to addressing the challenge of falling conversion in travel retail, and how Aesop addresses those three pillars.

Aesop’s retail design philosophy is centred around creating ‘sensorial sanctuaries’ and ‘moments of quietude’ for its customers. But how does this philosophy translate into the fast-paced, high-traffic world of travel retail?

Addressing that question, Aesop Global Retail Design Director Marianne Lardilleux unpacks the art of crafting sanctuary-like spaces within busy airports. She says, “Sensory experience is at the heart of what we do at Aesop” as she discusses finding the delicate balance between maintaining global brand identity and local inspiration in designing Aesop’s airport stores.

Aesop remains steadfast in its philosophy of understated luxury. We explore its distinctive approach to retail design and visual merchandising, the artistry behind various product formulations, and the brand’s latest product innovations. We also highlight some key travel retail openings, from Shanghai to Heathrow, which exemplify its sensory-driven approach to retail.

**Thirty years on from its first store opening in Melbourne, Aesop launched its debut Australian airport store in its home city in 2019**

Finally, we take a moment to look back to Aesop’s beginnings in 1987, when hairdresser and entrepreneur Dennis Paphitis sought to create a brand with a different narrative. From humble beginnings in Melbourne, Aesop now offers more than 100 formulations spanning skin, hair and body care, as well as fragrance and accessories for the self and home.

Aesop’s integration into L’Oréal Groupe is not merely an acquisition, but a meeting of minds and shared belief in the power of high-quality products and ‘best-in-class’ retail experiences.

We hope you enjoy this special edition and discover a brand where every detail is intentional, every space tells a story and every product was crafted with purpose.