It is my humble opinion, that as far as the brand-building exercise goes, the skincare brand Aesop should be in every marketing textbook, though marketing is the last thing Aesop stands for.
As you probably know we love all things Aesop. And so every time a new store opens, we are happy to take a peek inside.
We know we are serious about what we write, but this is our annual non-serious post.
Here at StyleZeitgeist we are mostly sick of the tsunami of meaningless, and sometimes downright absurd, collaborations that have taken over the world.
New York, USA – We usually don’t write about collaborations. We find many of them tacky exercises in marketing, their major point of keeping the PR/media machine rolling and certain brands at the forefront of consumer consciousness. Needless to say, it’s not something we support here at StyleZeitgeist. But once in a blue moon something interesting happens, or at least unexpected, when two brands we respect come together and make something. Why not?
The new Aesop x Rimowa collaboration is one of these rare things. Knowing the uncompromising nature of Aesop, we pay attention to what they do, and Rimowa, well is Rimowa, the “whatever car manufacturer you think is most prestigious” of luggage. The two came together to make a travel kit. The Köln kit is obviously made from that deliciously recognizable Rimowa aluminum, with a custom-made wooden inlay, and is stuffed with Aesop goodies – shampoo, conditioner, body cleanser and body balm, its Parsley seed cleansers, lip cream, toothpaste, and mouthwash. All this goodness will set you back a hefty $500, but maybe it’s time to add something to your life besides an eighth leather jacket?
Interviewing the founder of a grooming brand, now that’s something I would have never thought I would do.