Aesop stamps signature on Hong Kong

Hong Kong - Australian skincare brand Aesop has opened its second signature store at Paterson Street in Causeway Bay with a 'library' store design aimed at providing experiential marketing to the well read and affluent customers.

Clement Yang, general manager of Greater China region for Vitel International Hong Kong said Aesop's strategies are mainly based on the store design, word of mouth marketing, location and experiential marketing targeted at early adopters that are trendy and creative.

To continue and expand the "book shelf" concept of Aseop Lane Crawford counter in Times Square, the new signature store at Causeway Bay acts as a "library" with its full range of Aesop products displayed in light grey shelves designed by Aesop founder Dennis Paphitis and architect CJ Lu.

Indeed, Yang explained that 30% of Aesop's customers came from store contact while the other 50% came from word of mouth. These word of mouth customers are in the company's database which they send invites to entice them to the store.

The location at the chic and creative Paterson street in Causeway Bay is another important factor to highlight and express Aesop's art senses. Yang said they did a search for a suitable place since 2003 and chose Paterson street due to its 'trendy and creative elements' with high tourist traffic.

He added the key to retaining an Aesop customer is through experiental marketing by sharing the skin and well being products and letting the men and women experience and appreciate the good botanical-based ingredients.