Aesop’s tone of voice is restrained and intellectual. The task was to maintain that literary perspective and feel, while creating engaging digital and CRM content. For a range of product launches and seasonal spotlights, I refined CRM and social content, led by their brand voice, across campaigns. Approaching this work with an eye on elevated storytelling to showcase their product’s benefits, it resonated with their discerning global audience.

Here are three parts of a social asset created for their Instagram.

Creative execution:

• Developed social-first content within Aesop’s signature visual and verbal aesthetic.

• Wrote email & CRM campaigns that drove engagement while maintaining brand.

• Created seasonal storytelling to highlight ingredients, rituals, and product efficacy.

Impact:

• Strengthened Aesop’s brand consistency across digital platforms.

• Created product narratives in compelling frameworks while maintaining the brand’s restrained elegance and premium feel.

• Drove engagement with story-led email and social campaigns.