How Aesop Advertises on Meta

# Ad summary This ad promotes a limited-time offer from Aesop that allows customers to pair any Eau de Parfum with any Body Balm for a 10% discount until August 31st. The ad features minimalist product styling and staging. # Brand positioning Aesop is presented as a sophisticated, high-end brand that focuses on sensory experiences and personal care. The sleek, minimalist aesthetic and the use of terms like 'Eau de Parfum' and 'Body Balm' position the brand in the luxury market. Aesop differentiates itself by offering unique product pairings, suggesting a bespoke approach to self-care. The brand leans into an emotional positioning, promising a heightened sensory experience and a touch of luxury in everyday routines. The brand avoids aggressive sales tactics, instead opting for understated elegance. # Product The ad features Aesop's Eau de Parfum and Body Balm. The Eau de Parfum is a bottled fragrance, presented in a clear glass bottle with a brown tint and a black cap. It is marketed as a fragrance designed for personal use. The Body Balm is packaged in a signature orange tube with black lettering, intended for moisturizing dry skin on areas like elbows and knees. The ad emphasizes the opportunity to pair any Eau de Parfum with any Body Balm. The copy offers a rare 10% reduction, valid until August 31, addressing a purchase barrier by providing a limited-time discount. # Visual style The ad features a minimalist, studio-shot aesthetic with high production quality. The visual motifs include a clean layout and product-focused presentation. The image treatment involves subtle color grading and soft lighting. The typography is clean and modern, aligning with the brand's minimalist identity. The visual style aims for a sophisticated, understated feel, reflecting Aesop's premium positioning. # Hooks Headline: Pair any Eau de Parfum with any Body Balm # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the Aesop logo, establishing the brand and its visual identity. This introduction sets the stage for a promotion from a well-known brand from the brand's point of view. - The promotion is announced: "Pair any Eau de Parfum with any Body Balm." This core message focuses on the offer and what products it involves, presented from the brand's perspective to drive sales. - The ad clarifies the offer's details: "For a rare 10% reduction, until 31 August." This adds urgency and scarcity, while providing logistical information from the brand's perspective to entice the viewer.

# Ad summary This ad from Aesop promotes a limited-time offer on their Eaux de Parfum with any purchase of a Fragrance Anthology. # Brand positioning Aesop is presented as a brand focused on providing a curated experience in fragrance. The offer of a reduction on Eaux de Parfum with the purchase of a Fragrance Anthology suggests a focus on collections and high-end products. The brand seems to position itself in the luxury market. # Product The featured product is a set of Eaux de Parfum from Aesop, available at a reduced price when purchased with a Fragrance Anthology. The ad focuses on the offer and the Fragrance Anthology Volume I, presented in a dark brown rectangular box. Six small, transparent bottles with black caps labeled "Aesop" are displayed, each containing a different colored perfume. The ad emphasizes the opportunity to experience Aesop's fragrances through this limited-time offer, encouraging customers to explore the brand's Fragrance Anthology. # Visual style The ad has a clean and minimalist visual style, using natural lighting and a neutral color palette. The production quality appears to be studio-shot, with a focus on showcasing the product in a sophisticated and understated manner. The typography is simple and elegant, contributing to the overall premium feel of the ad. # Hooks Headline: A rare reduction on our Eaux de Parfum # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens by announcing "A rare reduction on our Eaux de Parfum," conveyed by the brand to capture the viewer's attention and establish an exclusive opportunity. - The brand clarifies that this offer is "With any purchase of a Fragrance Anthology," detailing the condition to access the reduction. - The ad showcases the Fragrance Anthology Vol. I box and six Eaux de Parfum bottles, from the brand’s perspective, providing a visual anchor and highlighting the products included in the offer.

# Ad summary This ad showcases Aesop's Solais Replenishing Hand Serum Nourishing in a simple demo of the product being applied. The brand name is displayed prominently, and the text highlights key ingredients, all intended to appeal to consumers interested in high-quality hand care. # Brand positioning Aesop is positioned as a purveyor of high-end skincare and personal care products. The brand exudes sophistication and minimalism through its sleek product design and neutral color palettes. Aesop distinguishes itself with a focus on quality ingredients and effective formulations, targeting consumers who prioritize luxury and efficacy in their skincare routines. The brand presents itself as a provider of thoughtfully designed, aesthetically pleasing products that enhance the daily self-care rituals of its discerning customers. # Product The featured product is Aesop's Solais Replenishing Hand Serum Nourishing, a hand serum designed to nourish and hydrate the skin. This serum is formulated with key ingredients, including LHA, niacinamide, and dandelion root, aimed at providing comprehensive hand care. The serum is presented as a solution for those seeking a high-quality product to improve the condition and appearance of their hands. The ad highlights the product's key ingredients and function to show it is an effective solution for the user. # Visual style The ad employs a minimalist and sophisticated aesthetic. It features a studio-shot image with clean lighting and a focus on texture. The color palette is neutral and warm, with a soft background that highlights the product and application. The overall visual style is consistent with Aesop's branding, emphasizing elegance and simplicity to create a sense of luxury. # Hooks Headline: 全新「爍亮手部精華」 # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad opens by showcasing the Aesop brand name at the top, immediately establishing the product's provenance and aligning it with the brand's image of high-quality skincare. The intention here is to leverage Aesop's reputation to draw in consumers familiar with the brand. The story is being told from the brand's perspective. - The next scene introduces the key features of the new 'Solais Replenishing Hand Serum' with a list of the ingredients. This builds on Aesop's reputation of high-quality skincare, by highlighting that the product contains LHA, niacinamide, and dandelion root. This section is communicated from the brand's perspective. - The storyline shifts to a close-up of a person's hands applying the product. The perspective changes to a demonstration, which conveys the feel of the product and how it is applied. It provides a tactile sense of the serum’s texture as the hands gently massage it into the skin. This part of the story is shown from the customer's perspective.

# Ad summary This ad for Aesop's Resurrection Aromatique Hand Balm presents a minimalist aesthetic. It features close-up shots of a model applying the balm, interspersed with abstract dance movements. # Brand positioning Aesop positions itself as a luxury skincare brand focused on high-quality ingredients and sophisticated sensory experiences, and it is clearly intended for a discerning clientele that appreciates the finer things in life. The brand clearly values natural ingredients, aromatherapy, and a sensory experience beyond basic utility. The ad aligns with and promotes values around self-care, artistic expression, and mindful consumption. The brand pushes against typical norms in the skincare category by focusing on high-end design and sophisticated minimalist marketing over mainstream trends or influencer endorsements. Aesop's positioning is functional, providing effective skincare, while also offering an emotional experience through aromatherapy and luxurious textures. # Product Aesop's Resurrection Aromatique Hand Balm is presented as a premium hand moisturizer that hydrates the skin. The product is packaged in a light pink aluminum tube with minimalist black lettering. It is implied that the balm is for anyone seeking effective hand hydration and an enhanced sensory experience. The ad highlights the balm's ability to hydrate the skin, though no specific ingredients or unique selling points are explicitly mentioned beyond the brand's reputation. The ad focuses on the application and absorption of the balm, suggesting daily use for well-maintained and supple hands. It does not directly address purchase barriers, but the overall tone suggests a luxury experience worth the investment. # Visual style The ad has a minimalist and sophisticated aesthetic. The editing style is smooth and deliberate, with static shots and smooth transitions between scenes. The production quality is polished, giving a high-end commercial feel. The visual motifs include close-ups of hands and the product, set against a neutral background. The pacing is moderate, with approximately 12 cuts per minute, maintaining a consistent rhythm throughout. The edits are not directly synced to the music but complement the slow and deliberate movements. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 00:00–00:04: A person wearing a black top is shown squeezing a small amount of Aesop's Resurrection Aromatique Hand Balm from the tube onto their palm and then rubbing their hands together. This is meant to show the product's use and texture. The perspective is from a close-up, intimate angle, focusing on the hands and the balm. The tone is calm and focused. - 00:05–00:12 00:05–00:12: A person is shown performing abstract dance movements with their hands and arms in front of a neutral background. This is intended to visually interpret the feeling of using the balm, emphasizing sensory and emotional qualities. The perspective shifts to a wider view, capturing the movement of the body, still focused on the hands. The tone is artistic and expressive. - 00:12–00:13 00:12–00:13: A close-up of a hand holding the Aesop hand balm is shown. This reinforces the product's visual identity. The perspective returns to a product-focused shot, highlighting the packaging. The tone is calm and intentional. - 00:14–00:14 00:14–00:14: The Aesop logo is displayed on a black background. This is meant to reinforce brand recognition. The perspective is direct and straightforward, ending with a clear brand message. The tone is authoritative and confident.

# Ad summary This ad presents the Aesop Eleos Aromatique Hand Balm, pairing close-up shots of the packaging with a male dancer performing ballet moves. The focus is on visually associating the product with fluid movement and artistic expression. # Brand positioning Aesop is presented as a brand that aligns with artistry and elegance, positioning itself within the luxury skincare market. The ad uses sophisticated visuals and a connection to ballet to promote an association with high culture and aesthetic refinement. By featuring a male dancer and minimalist presentation, Aesop appears to push against typical gendered norms and conventional beauty advertising, instead emphasizing an emotional and sensory experience. # Product The product featured is the Aesop Eleos Aromatique Hand Balm, presented as a nourishing skincare product. The ad focuses on the balm's sensory qualities and its ability to enhance movement and fluidity, implying that it is designed for anyone who values self-care and aesthetic expression. No explicit features or ingredients are mentioned, keeping the focus on the brand's values. # Visual style The ad has a polished and minimalist aesthetic, consistent with luxury brand advertising. It features smooth transitions, static shots mixed with fluid camera movements to follow the dancer, and soft lighting. The production quality is high-end, which supports a sophisticated tone. The pacing is moderate, with cuts timed to the music, creating a sense of harmony and elegance. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a close-up of the Aesop Eleos Aromatique Hand Balm tube held in someone's hand, with on-screen text identifying the product and its purpose to nourish the skin. - 00:01–00:06 The scene transitions to a male ballet dancer in black performing elegant movements against a tan background while holding the product. - 00:06–00:11 The dancer continues to move fluidly, occasionally gesturing with the hand balm, creating a visual association between the product and graceful motion. - 00:11–00:14 The ad concludes with a close-up of the hand balm again, followed by the Aesop logo on a black background.

# Ad summary This ad showcases the Aesop Aurner perfume. The ad opens with a person’s hand holding the perfume bottle. The person sprays the perfume onto their neck. Then, multiple perfume bottles are shown. # Brand positioning Aesop is presented as a high-end, luxurious fragrance brand that values simplicity and natural ingredients. The packaging is minimalistic and understated, signaling sophistication and a focus on quality over ostentation. The brand aligns with a lifestyle that appreciates subtle elegance and natural experiences, suggesting an alignment with individuality. Aesop positions itself as an alternative to mainstream fragrances with its unique blend of natural ingredients and an emphasis on a holistic sensory experience. The brand's emotional positioning is one of sophistication and self-care, aiming to evoke a sense of well-being and personal indulgence through its scent profiles. # Product Aesop Aurner Eau de Parfum is presented as a luxurious fragrance option. The product is packaged in a dark amber glass bottle with minimalist labeling, emphasizing its natural and sophisticated qualities. The product is for individuals who appreciate fine fragrances and seek a unique and sophisticated scent experience. The ad highlights the application of the perfume to the neck, indicating that it is a personal fragrance intended for everyday use or special occasions. The primary USP is that it is a high-quality Eau de Parfum, which promises a long-lasting scent profile. The ad addresses the purchase barrier of uncertainty in fragrance selection by presenting the product as part of a broader collection, encouraging potential customers to explore various scents. # Visual style The ad has a polished aesthetic with smooth transitions and static shots. The production quality is high-end, giving a luxurious feel. The ad uses a consistent color palette of browns and ambers, which creates a cohesive visual identity. The pacing is slow, emphasizing the sensory experience of fragrance. The product is timed with music. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: A hand is shown holding a bottle of Aesop Aurner Eau de Parfum. The person sprays the perfume on their neck. This conveys the user interacting with the product. - 00:02–00:05 00:02–00:05: Multiple Aesop Eau de Parfums are shown on a brown surface. This conveys multiple scent options.

# Ad summary This ad for Aesop skincare products showcases the brand's signature aesthetic while featuring its hand care line. The ad opens with a static shot of multiple hand creams and a hand serum. Two performers enter the frame with synchronized movements. Each performer holds a large, black fan which is used to call attention to individual products in the line. The ad concludes with a black screen and the brand name in white text. # Brand positioning Aesop is presented as a luxury skincare brand that emphasizes both efficacy and sensory experience. The brand is positioned as being modern and innovative with a focus on art and performance. Aesop products are made for a discerning consumer who appreciates quality ingredients, considered aesthetics, and a luxurious experience. The brand emphasizes self-care rituals. Instead of focusing on a specific skin concern, Aesop emphasizes general well-being. This positioning steers clear of traditional beauty marketing norms that focus on anti-aging or flaw correction. # Product The ad features the Aesop hand care product line. The main product highlighted is the Aesop Solais Revitalizing Hand Serum, a lightweight serum designed to nourish and rejuvenate the hands. It is packaged in an amber-colored glass bottle with a black pump and label. The label features the brand name and a list of ingredients, emphasizing the brand’s commitment to transparency. Also featured are a variety of hand creams in muted pastel-colored tubes with black caps, displayed together to convey the range of options available. The creams are shown to hydrate and soften hands. The overall presentation suggests these products are essential for a daily self-care routine. # Visual style The ad has a clean, high-end aesthetic with a minimalist set design. The muted color palette and smooth transitions contribute to a sophisticated and luxurious feel. The camera movements are slow and deliberate, emphasizing the artistry and elegance of the brand. The editing style consists of static shots and smooth transitions. The production quality is very polished, contributing to a luxurious tone. There are approximately 5 cuts per minute. The actions are synced with the music. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins with a static shot of the hand cream tubes and hand serum lined up on a beige surface. - 00:02–00:07 Two figures dressed in black move in front of the products while holding large, black fans. The shot conveys an artistic and stylized tone, creating a dramatic reveal of the featured products. - 00:07–00:13 The hand serum is featured in a close-up shot. The camera focuses on its packaging, emphasizing the product’s details and aesthetic. The performers with the fans are still visible in the background, but they are blurred. - 00:13–00:15 The ad ends with a simple black screen displaying the Aesop logo in white, reinforcing the brand's identity.

# Ad summary This Aesop ad features dancers using Aesop hand products during a performance. Three dancers are featured on a tan background, with the camera focusing on the hand products and the dancers’ choreography. # Brand positioning Aesop is presented as a high-end brand with carefully crafted hand products. The ad shows dancers using a replenishing hand serum, a hand wash, and a hand balm, all packaged in Aesop’s signature dark brown glass bottles or aluminum tubes with minimalist labels. The brand aesthetic emphasizes sophistication and artistry through the refined packaging, modern choreography, and neutral color palette. Aesop differentiates itself by focusing on the experience of the product and its connection to creative expression. # Product The ad features three Aesop hand products, showcasing their unique purposes within a hand care routine. First, the Solais Replenishing Hand Serum is a lightweight serum to replenish moisture in the hands. Second, the Resurrection Aromatique Hand Wash is a cleansing gel for effective hand-washing, enhanced with mandarin rind, rosemary leaf, and cedar atlas. Finally, the ad shows a tube of Aesop hand balm, completing the trio. The ad showcases the products being used in conjunction, and also highlights how their packaging can stand out as part of a person's routine. # Visual style The ad has a polished and sophisticated aesthetic, resembling a high-end commercial with a touch of modern dance performance. The editing style consists of static shots with smooth transitions, emphasizing the dance choreography and product presentation. The production quality is high, with even lighting and a minimalist set design contributing to the refined tone. The pacing is moderate, allowing viewers to appreciate the choreography and products. The cuts and product actions are timed to the music, enhancing the overall rhythm of the ad. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a close-up of an Aesop Solais Replenishing Hand Serum product. - 00:01–00:09 00:01–00:09: The dancers are introduced and are shown performing a modern dance routine, passing along an Aesop hand serum. The perspective is of a viewer watching a modern dance performance. - 00:09–00:11 00:09-00:11: An Aesop hand wash bottle is showcased. This is used as a transition to the rest of Aesop's suite of hand products. - 00:11–00:13 00:11–00:13: The dancers are reintroduced into the ad, now dancing with a full suite of Aesop hand products. The perspective is still of a viewer watching a modern dance performance. - 00:13–00:14 00:13–00:14: An Aesop hand balm is showcased, leading to the logo reveal at the end. - 00:14–00:15 00:14–00:15: The brand logo is displayed on a black background.

# Ad summary This ad displays three fragrance bottles and one hand balm tube from Aesop on a neutral background. # Brand positioning Aesop positions itself as a luxury skincare and fragrance brand with an emphasis on thoughtful formulations and elegant presentation. It eschews conventional marketing techniques, letting its products speak for themselves. Aesop's brand leans into a minimalist, sophisticated aesthetic, using muted tones and simple designs. This approach subtly communicates that Aesop values quality and effectiveness over flashy trends, attracting consumers who appreciate understated luxury and a more considered approach to personal care. Aesop is targeting consumers looking for effective skincare and fragrance products while rejecting traditional gendered messaging and packaging. # Product The ad features a collection of Aesop fragrances and skincare. Three fragrances are displayed in dark amber glass bottles, each with a minimalist black label and spray nozzle. The fragrance names are 'Aesop. Hwyl', 'Aesop. Eidesis', and 'Aesop. Tacit.' The skincare product is a hand balm, presented in a muted lavender aluminum tube with a black cap. The product claims to offer hydration and moisture and is likely targeted towards consumers seeking premium hand care. The ad showcases Aesop's focus on natural ingredients and sophisticated packaging, reinforcing the brand's positioning in the luxury market. # Visual style The visual style is minimalist and sophisticated. The image uses a neutral color palette and natural lighting to create a sense of calm and luxury. The composition is clean and uncluttered, with a focus on the products themselves. The image features studio shot production quality. # Hooks Headline: 令人浮想聯翩的香水及乳霜 # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The brand name 'Aesop.' appears at the top left. This opens the ad and immediately establishes which brand is being advertised. The brand is introducing itself. - Next, the description text '令人浮想聯翩的香水及乳霜' appears. This translates to 'Evocative fragrances and creams', establishing the product focus and setting the scene for the products to follow. The brand is highlighting the featured products. - The image then shows the assortment of Aesop products available. The brand is visually conveying its product line.

# Ad summary This image ad from Aesop promotes a limited-time offer of a free Eaux de Parfum Fragrance Anthology with any purchase. The ad features the Aesop fragrance anthology box and several miniature perfume vials against a neutral backdrop, emphasizing the brand's premium positioning. # Brand positioning Aesop is presented as a luxury brand that focuses on high-end fragrances. The overall impression is one of exclusivity and sophistication, positioning the brand in the higher end of the market. The brand aesthetic in the ad leans towards a functional positioning with its minimalist design and use of natural tones. # Product The featured product is Aesop's Eaux de Parfum Fragrance Anthology, a collection of the brand's fragrances. The ad shows a full-sized box set and several miniature perfume vials. The fragrance anthology is packaged in a simple, dark brown box with minimal labeling (on-package label text) "Fragrance Anthology Volume I, Anthologie des Parfums Volume I". The offer highlights that the Fragrance Anthology is a complimentary gift with any purchase. The product USP is not explicitly stated but implied through its high-end presentation and the allure of a limited-time offer. # Visual style The ad has a highly polished, studio-shot production quality, with a flatlay arrangement of the products. The image treatment includes soft lighting and color grading to achieve a muted, natural color palette. The typography is clean and minimalist. The overall effect is sophisticated and understated, aligning with the brand's premium image. The clean, well-lit setup mimics a high-end Instagram in-feed post, designed to catch the eye without being disruptive. # Hooks Headline: Aesop. # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by presenting the Aesop brand name, establishing trust and familiarity, which is told from the brand's perspective. - The second beat highlights a rare reduction on the Eaux de Parfum, creating a sense of urgency and exclusivity. It is told from the brand's perspective, as they're publicizing the value of their product. - The ad concludes by specifying that the offer is with any purchase of a Fragrance Anthology. The brand is giving detail about how the customer can avail of the offer.

# Ad summary This image ad promotes Aesop products, featuring a collection of skincare and home fragrances. The ad highlights the brand's commitment to sensorial formulations for the face, body, and home, emphasizing the availability of products online with complimentary shipping and samples. # Brand positioning Aesop is presented as a purveyor of sensorial formulations catering to the face, body, and home. The brand occupies a space of refined simplicity and understated luxury within the beauty and personal care market. Its focus on sensory experience implies a holistic approach to wellness, emphasizing the enjoyment of everyday rituals. The brand promotes a lifestyle that values mindful self-care and harmonious living spaces. Aesop seems to ignore category norms, focusing instead on providing thoughtfully crafted products with clean ingredients and minimalist packaging. The brand positioning blends both functional benefits (effective formulations) and emotional rewards (sensorial pleasure and a sense of well-being). # Product The ad showcases a range of Aesop products designed for the face, body, and home. These include a dark amber-colored liquid in a clear bottle with a black pump, presented as a body or hand wash; a smaller dark amber-colored liquid in a clear bottle with a black cap, possibly a toner or serum; and a tube of hand balm. The products are for individuals who appreciate sensorial experiences and thoughtful formulations in their daily routines. Explicit product details include that the formulations cater to the face, body, and home. The USPs appear to be the sensorial nature of the formulations, as well as the availability of complimentary shipping and samples online. Use occasions are implied through the variety of products: cleansing, moisturizing, and scenting the home. The ad addresses purchase barriers by highlighting complimentary shipping and samples, allowing potential customers to try the products with reduced risk. The overall message is that Aesop products are worth trying for their unique sensory qualities and the added convenience of online availability with free shipping and samples. # Visual style The ad features a clean and minimalist visual aesthetic. It has a studio-shot production quality with a focus on showcasing the product bottles in a simple and elegant manner. The visual motif includes a focus on product display against a neutral backdrop. There is a warm color grading effect used to give the image a cohesive look. The typography is integrated in a clean and legible way. # Hooks Headline: Sensorial formulations for the face, body and home # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens by introducing the brand name Aesop, immediately establishing brand recognition and setting the stage for the rest of the ad. This is from the brand's perspective, aiming to imprint itself in the viewer's mind. - Next, the ad highlights the brand's core offering: 'Sensorial formulations for the face, body and home'. This message emphasizes the brand's holistic approach and the multi-sensory experience it provides, told from the brand's perspective to communicate its unique value proposition. - The ad closes by stating 'Available online with complimentary shipping and samples', incentivizing customers to explore the product range by reducing purchase barriers. This is framed from a customer perspective, highlighting the convenience and added benefits of shopping online.

# Ad summary This ad showcases Aesop's Resurrection Aromatique Hand Balm in a minimalist, artistic way. It features a dancer's hands being moisturized as she dances. It aims to portray the product as a luxurious, artistic, and effective skincare solution. # Brand positioning Aesop positions itself as a luxury skincare brand that intersects beauty with art. The brand's emphasis on design is visually evident through the minimalist aesthetic of its packaging. There's a sense of sophistication and artistry emphasized through the ad's focus on dance. Aesop creates an elevated experience around everyday self-care rituals. They create skincare that is not only functional but also adds an element of luxury and art to the customer's lifestyle. # Product The product featured is Aesop's Resurrection Aromatique Hand Balm. It is presented as a hydrating balm designed to moisturize and soften the skin. This hand balm is packaged in a minimalist, pink-beige tube with black text. The ad does not highlight specific ingredients but focuses on the balm's ability to hydrate the skin, as shown through the demonstration of moisturizing a dancer's hands. It aims to be an everyday luxury that promotes self-care and soft hands. # Visual style The ad has a minimalist and elegant aesthetic with a focus on clean lines, neutral colors, and graceful movements. The editing style is smooth, with seamless transitions that emphasize the fluidity of the dance and the moisturizing application of the product. The production quality is high-end, creating a polished commercial feel that supports the brand's luxurious tone. The pacing is moderate, aligning with the calming and sophisticated nature of the brand. The visual motifs include close-ups of hands and graceful dance movements. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:04 The ad opens with a close-up of hands applying the Aesop hand balm, immediately introducing the product and its application. - 00:04–00:12 The perspective shifts to a dancer whose hands and arms are being moisturized, connecting the product to the theme of dance and artistic expression. - 00:12–00:14 The ad concludes with a shot of the product and then the brand logo, reinforcing brand recognition and leaving a lasting impression.

# Ad summary An ad for Aesop Solais Replenishing Hand Serum, featuring a dancer who applies and shows off the serum. # Brand positioning Aesop is presented as a luxury skincare brand that values quality and effectiveness. The brand name and product names are displayed using a font that is clean, simple, and modern. The packaging is minimal and sleek. The use of a modern dancer in the ad also positions the brand as sophisticated and artistic, as well as promoting beauty. # Product The featured product is Aesop Solais Replenishing Hand Serum. It is presented as joining Aesop's trio of balms, implying it complements the existing product line. The serum comes in a small, dark amber bottle with a black pump top and a label that clearly lists the brand and product names. The product is portrayed as a luxurious treatment for hands, emphasizing replenishment and nourishment. The dancer applying the serum highlights its smooth application and absorption. # Visual style The ad has a clean, minimalist aesthetic with soft lighting and a focus on the product and the dancer's movements. The editing style is smooth, with fluid transitions that match the dancer's graceful motions. The production quality is high, creating a polished commercial feel that aligns with the brand's luxury positioning. The pacing is moderate, allowing viewers to appreciate both the product and the artistry of the dance. The audio and visual elements sync to create a cohesive and elegant presentation. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:04 00:00–00:04: The ad opens with a close-up of a person's hands applying Aesop Solais Replenishing Hand Serum. This initial shot immediately introduces the product and demonstrates its use. The focus is on the hands and the serum, establishing the product as the central subject. - 00:04–00:12 00:04–00:12: A woman, dressed in a black long-sleeve top, performs a modern dance, gracefully moving her arms and hands while holding the Aesop product. This combines the product with an artistic performance, creating an association between skincare and refined movement. The perspective shifts between different angles, emphasizing the dancer's motions and the product's presence. - 00:12–00:14 00:12–00:14: The final shot is a close-up of the product bottle held by the dancer. This shot ensures the brand and product name are clearly visible, ending the ad by reinforcing the product itself. The audience is left with a clear image of the Aesop product.

# Ad summary This ad showcases the Aesop Revereance Aromatique Hand Balm. The ad features a dancer using the balm as part of their hand care routine. This hand balm is designed to soften the skin. # Brand positioning Aesop positions itself as a premium brand with a focus on thoughtful formulations and unique sensory experiences. The brand leans into a lifestyle aesthetic of wellness, movement and personal care. By focusing on the ritualistic aspect of hand care through the art of dance, Aesop elevates its hand balm beyond a mere cosmetic product to a luxurious self-care item that is part of a deliberate and mindful daily practice. Aesop appears to subtly push against the trend of overly simplified or purely functional skincare marketing, instead emphasizing the emotional and sensory qualities of its products. # Product The Reverence Aromatique Hand Balm by Aesop is presented as a softening treatment for the hands. The product is packaged in a signature Aesop tube with muted, minimalist branding. The texture of the balm is implied through the visual of it being applied to the skin. This ad shows how the product works as part of a hand care routine. # Visual style This ad maintains a polished, high-end aesthetic with a focus on simplicity and elegance. The editing style uses smooth transitions and static shots, with occasional quick cuts to emphasize movement. The production quality is high, which aligns with the brand's luxury positioning. Visual motifs include center-framed shots and a neutral background. The ad maintains a consistent pace, with cuts timed to the music. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a close-up of the Reverence Aromatique Hand Balm, immediately establishing the product. - 00:01–00:03 00:01–00:03 A dancer is shown preparing for a dance. The audience sees her from a distance and then in a close-up. - 00:03–00:05 The hand balm is then brought back into the scene, positioned as part of the dancer’s routine. - 00:05–00:13 00:05–00:13 The dancer is shown applying the balm to her hands as part of her dance prep. This shows the application and the dancer’s connection with the balm. - 00:13–00:14 00:13–00:14 The ad ends with the Aesop logo on a black background.

# Ad summary This ad for Aesop showcases the brand's Solais Nourishing Hand Serum and hand balms in a modern, artistic way. The ad features a synchronized performance with handheld fans, highlighting the product's association with artistry and sophistication. # Brand positioning Aesop is presented as a luxury brand that aligns with sophistication and artistry. The brand aims to occupy a space in the consumer's mind that appreciates both aesthetic beauty and functional skincare. Aesop products are known for their minimalist packaging and high-quality ingredients, suggesting a focus on performance and elegance rather than ostentatious display. The brand promotes a lifestyle that values art, culture, and personal well-being, pushing against norms of overly commercialized or trend-driven beauty brands by maintaining a timeless and understated aesthetic. # Product The ad features Aesop's Solais Nourishing Hand Serum and three hand balms. The Solais Nourishing Hand Serum, packaged in a dark amber glass bottle with a black top, is highlighted for its nourishing properties. The hand balms come in distinct pastel-colored tubes with minimalist labeling. The ad emphasizes the brand's commitment to quality and aesthetic appeal. These products are designed for individuals who appreciate the ritual of skincare and seek to maintain healthy, well-nourished hands with products that align with their sophisticated lifestyle. # Visual style The ad has a polished and sophisticated aesthetic with soft, diffused lighting and a minimalist color palette. The editing style features smooth transitions and static shots, giving it a refined, high-end commercial feel. The pacing is slow and deliberate, with cuts timed to the music's rhythm, enhancing the artistic tone. The camera work highlights the clean lines and textures of the products, aligning with Aesop's brand identity. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad begins with a display of Aesop hand care products neatly arranged on a shelf. - 00:01–00:02 00:01–00:02 A hand reaches in and pulls one of the tubes out of the display, which begins the shift into the performance. - 00:02–00:07 00:02–00:07 Two performers dressed in black enter the frame, each holding a large black fan. They perform a synchronized routine that obscures and reveals the remaining products. - 00:07–00:13 00:07–00:13 The camera continues to focus on the fan choreography, which obscures and reveals the hand serum. - 00:13–00:15 00:13–00:15 The screen fades to black and the Aesop logo is displayed.

# Ad summary This TikTok ad for Aesop features a ballet dancer in front of a tan background. He holds and poses with a tube of Aesop hand balm between dance moves. # Brand positioning Aesop is presented as a luxury brand offering upscale aromatic skincare products. The brand aligns itself with a lifestyle that is both sophisticated and active. The focus on elegant design and artistic presentation positions Aesop as a brand that transcends typical skincare, pushing against the norms of mass-market products, and appealing to consumers who appreciate aesthetics and self-care. # Product The ad features Aesop's Eleos Aromatique Hand Balm, designed to nourish the skin. The product comes in a sleek, muted lavender tube with minimalist black-and-white labeling. The balm promises to provide aromatic hydration, targeting those seeking a luxurious hand care experience. The ad shows the product being held and displayed, emphasizing its aesthetic appeal. # Visual style The ad features a polished, high-end aesthetic. The editing style consists of smooth transitions and static shots. The production quality is very high. The pacing is slow and deliberate, approximately 10 BPM. The visuals are timed to the music. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02: The ad opens by showing a close up shot of a tube of Aesop hand balm, followed by a ballet dancer performing graceful movements. - 00:02–00:05 00:02–00:05: The dancer continues to dance elegantly against the tan background. - 00:05–00:09 00:05–00:09: The dancer pauses mid-motion and holds the Aesop hand balm in a graceful pose, emphasizing the product's integration into a lifestyle of sophistication and movement. - 00:09–00:11 00:09–00:11: The shot returns to the close-up of the hand balm to showcase its packaging. - 00:11–00:13 00:11–00:13: The dancer poses with the hand balm again, reinforcing the connection between the product and a refined aesthetic. - 00:13–00:14 00:13–00:14: The ad concludes with the Aesop logo.

# Ad summary This ad promotes Aesop's Fragrance Anthology, offering a discount on a future purchase with the initial purchase of the Anthology. # Brand positioning Aesop is positioned as a premium fragrance and skincare brand that values quality, efficacy, and sensorial experience. The brand evokes an image of sophistication and thoughtfulness, appealing to consumers who appreciate the finer details in their self-care routines. The ad showcases Aesop's attention to detail, understated luxury, and a focus on the aromatic experience, placing it in the premium segment of the market. Aesop tends to ignore many of the category norms and competitor behaviors that are frequently seen in the skincare and fragrance industries. Aesop focuses on functional brand positioning. # Product The featured product is Aesop's Fragrance Anthology, presented in a dark brown rectangular box with minimalist branding and is part of the Volume I collection. The ad promotes a limited-time incentive: customers who purchase the Fragrance Anthology online will receive £39 off their next full-size fragrance purchase. In addition to the box, several sample-sized fragrance vials are shown, with each vial featuring the Aesop logo. These vials likely contain different scents from the Anthology. The ad aims to encourage trial and discovery within Aesop's fragrance range. # Visual style The ad has a minimalist and sophisticated visual style, consistent with Aesop's brand aesthetic. The production quality appears high, with a focus on clean lines, natural textures, and soft lighting. The color palette is muted and earthy, creating a calming and refined atmosphere. The typography is simple and elegant, contributing to the overall sense of understated luxury. This visual style likely enhances scannability and helps the ad stand out in a busy feed. # Hooks Headline: An aromatic opportunity # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad begins by showcasing the Aesop brand, presenting it as a high-end fragrance and skincare provider. This is intended to immediately establish the brand's reputation and quality in the viewer's mind, delivered from the brand's perspective. - Next, the ad highlights an offer of £39 off your next full-size fragrance purchase when the viewer purchases a Fragrance Anthology online, which incentivizes the customer to make a purchase. This is communicated from the brand's point of view to prompt an immediate transaction. - Finally, the ad displays the physical products (the Anthology box and sample vials), providing a visual representation of what the customer will receive. This part of the story comes from the product's perspective, showing the customer what they can expect to own.

# Ad summary The image ad promotes Aesop's Fragrance Anthology, offering £39 off the next full-size fragrance purchase when the anthology is purchased online. # Brand positioning Aesop presents itself as a sophisticated and aromatic brand, appealing to customers who appreciate sensory experiences and quality fragrances. The brand occupies a space in the market for those who seek unique and evocative scents. Its tone and lifestyle align with individuals who value the art of perfumery and the subtle nuances of aroma, setting it apart from competitors that might focus on louder, more mainstream fragrances. Aesop's positioning is emotional, focusing on the power of scent to evoke memories and sensations. # Product The featured product is Aesop's Fragrance Anthology, a collection of fragrance samples. The anthology includes multiple vial-sized fragrances. The ad promotes an offer, when purchasing the anthology online, customers will receive £39 off their next full-size fragrance purchase. This offer addresses a potential purchase barrier by incentivizing customers to explore the anthology and discover their next favorite fragrance. # Visual style The ad has a clean and minimalist aesthetic with a focus on product presentation. It features natural textures and soft lighting to create a sophisticated yet understated feel. The image quality is high, suggesting professional photography. The visual style is designed to be easily scannable in a feed. # Hooks Headline: An aromatic opportunity # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by showcasing the Aesop brand and the Fragrance Anthology product, signaling an 'aromatic opportunity.' The brand is sharing their product line and promoting an opportunity to purchase. - The ad then outlines the offer details, explaining that customers who purchase a Fragrance Anthology online will receive £39 off their next full-size fragrance purchase. The brand is making an offer to incentivize customers to try the Fragrance Anthology and, ultimately, purchase a full-size fragrance.

# Ad summary This image ad features an array of the brand's products, highlighting a new addition to their hand balm collection and showcasing the brand aesthetic. # Brand positioning Aesop is presented as a luxury brand, focusing on high-quality skincare. The brand aligns itself with a sophisticated and minimalist lifestyle. The advertisement avoids overt claims or hard-sell tactics, instead, relies on the visual presentation and the reputation of its existing products. Aesop emphasizes functional benefits through scientifically driven language. # Product The ad features Aesop's new Solais Replenishing Hand Serum, introducing it as an addition to their existing trio of balms. The hand serum comes in a dark brown glass bottle with a black cap. The trio of balms are packaged in aluminum tubes with black caps. These balms are available in light blue, light purple, and light pink. # Visual style The ad has a minimalist and sophisticated visual style. The production quality is high, with a studio-shot feel. The image features a clean layout, subtle color grading, and careful attention to detail. The color palette is muted and earthy, using natural light. # Hooks Headline: New Solais Replenishing Hand Serum joins our trio of balms # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the brand name, setting the stage for a product announcement. The intention is to establish brand recognition and introduce the featured item from the brand's perspective. - The ad then highlights a specific new product and its relationship to a popular existing product line. The intention is to inform customers of the new addition from the brand's perspective. - Finally, the products are displayed in a staged, aesthetically pleasing presentation. This visual reinforcement serves to emphasize the brand's commitment to minimalist design and high-quality production from the brand's perspective.

# Ad summary This ad for Aēsop promotes Reverence Aromatique Hand Wash. It highlights the sensorial nature of the formulation, availability for face, body, and home, as well as complimentary shipping and samples when purchased online. # Brand positioning Aēsop positions itself as a provider of sensorial formulations for the face, body, and home. The brand aims to occupy a space in the consumer's mind as a provider of luxury aromatic products. The values promoted align with a lifestyle of wellness and self-care. Aēsop presents a functional approach to wellness that focuses on sensorial experiences. # Product The advertised product is Aēsop Reverence Aromatique Hand Wash, a hand wash with woody, earthy, smoky fragrance with extracts of petitgrain, bergamot rind, and vetiver root. The ad promotes its availability for the face, body, and home, highlighting its versatility. It directly addresses purchase barriers by mentioning available online with complimentary shipping and samples. # Visual style The ad features a studio-shot product display. The image treatment has even lighting and no color grading. The overall style is clean and minimal, which may have stop power in feed. # Hooks Headline: Sensorial formulations for the face, body and home # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad begins by presenting the brand Aēsop and its commitment to creating 'sensorial formulations'. This message aims to set the stage for a sensory experience, and the brand is speaking directly to the consumer to inform them of their brand promise. - Next, the ad highlights that Aēsop's 'sensorial formulations' are for 'the face, body and home'. The brand is speaking directly to the consumer here to showcase the versatility of Aēsop's product range. - Finally, the ad displays the product with a pump being pressed down in front of a neutral background. The brand is speaking directly to the consumer and offering value by offering complimentary shipping and samples.