Aesop. The masters of unselling.
Aesop has never run an advert, grew 1800% in ten years and sold to L'Oreal for $7.3 billion.
THE GIST ON AESOP: "The Masters of Unselling"
How did Aesop grow without advertising?
Aesop makes hand soap and skincare in brown medicinal bottles that cost 35 quid. It grew by 1800% in ten years without running a single advert, through what Huw calls unselling: stop trying to convince people to buy, and make them want to discover it for themselves.
What does unselling look like?
Stores that feel like art galleries, and products in instantly recognisable brown bottles. You discover it, you tell your friends, it shows up in places you think are cool, and it grows. That is how it became a giant with 400 architecturally unique stores worldwide.
Why does it work?
It makes us feel we are making authentic choices by discovering it ourselves, so discovery becomes the marketing strategy.
We can't escape being marketed to. But you can spend 35 pounds on hand soap that makes you feel like you weren't. That is worth $7.3 billion.
Would you pay a premium for posh hand soap?
Your take. One tap, then see how everyone else voted.
Quick answers
Has Aesop ever advertised?
No, it has never run an advert.
What is unselling?
Letting people discover a brand for themselves, by making the experience do the selling.
How much did L'Oreal pay?
$7.3 billion, according to the reel.
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