Aesop highlights curated living with largest gift kit collection

Luxury skincare brand Aesop has unveiled a its largest-ever gift kit collection, using the metaphor of a miniature house as the “abode” for its products to reinforce the brand philosophy of curated living.

Under the theme “From our home to yours”, the campaign positions Aesop’s products as honoured guests within a meticulously crafted miniature house, drawing on the brand’s reverence for thoughtful design and expertise in hosting.

The narrative unfolds through themed films featuring a modernist dollhouse furnished by Lone Schacksen of The London Miniature Company.

In the films, the gift kit lines are housed in boxes that reflect the campaign’s theme and seasonal gifting occasion. Each sleeve design incorporates a distinct domestic object—whether a watering can or a shower head—while the colour palette pays homage to Le Corbusier’s architectural polychromy: a selection chosen for its harmonious effect on a building’s occupants.

The box is made from forest stewardship council (FSC) mix materials, and is designed to be sorted into the paper recycling at the end of its life. Once emptied of its original occupants, it can be repurposed as a fine home for treasured keepsakes.

Meanwhile, Aesop has reimagined the miniaturised world featured in its campaign films for a striking store window installation—one that flips the original play on scale.

Giant hands and product formulations tower over passers-by and visitors, while the diminutive brass toilet from the films has been scaled up to larger-than-life proportions. Notably, the oversized fixture retains intentional imperfections that mirror those of its smaller-scale counterpart, preserving the campaign’s whimsical yet meticulous spirit.

Elevating the campaign further is “The Aesop abode”. This generously sized offering takes the form of an abstracted house. Its facade features 13 doors, a number consistent with Aesop’s general preference for odd numbers.

Behind each lies a notable member of the Aesop family, each with its own sensorial story to tell. As befits the season, the door numbers count canonically up to 25, but in true Aesopian, nonconformist fashion, even numbers are omitted.

Alongside “the Aesop abode”, 13 limited-edition gift kits are available globally from 3 November.

MARKETING-INTERACTIVE has reached out to Aesop for more information.

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