Overview#
With the holiday season in full swing, Aesop has unveiled gift kits inspired by Chinese traditional music. The kits feature two special packaging designs created by Chinese paper artist Xu Sanhuang, available only through online channels. Xu translates sound into visually striking waveforms, infusing the packaging with a dynamic musical essence.
To complement the gift kit launch, Aesop is transforming its Shanghai stores with the addition of musical window displays, incorporating traditional Chinese instruments such as gongs and shengs made of metal and wood. Throughout next month, Aesop’s Shanghai and Shenzhen stores will host live music performances, creating a special immersive experience for local visitors.
Netizens’ reaction#
The Australian cosmetics brand has surged in popularity in China over the past year. The brand's hashtag has garnered 15 million views on Xiaohongshu, and its official account boasts over 62,000 followers on the platform. Whether it’s collaborations with local artists or campaigns for International Women's Day, Chinese customers appreciate the label's authenticity in terms of both product development and marketing.
Verdict#
Aesop has sought to infuse art, culture, and literature into the details of its stores and products, creating retail spaces filled with humanism. Since opening its first mainland China store in November 2022, the brand has hosted numerous cultural and art-related events, including the Women’s Library project during International Women's Day earlier this year.
In addition to creating localized marketing campaigns, supporting homegrown talents has proven to be another of Aesop’s strengths. This is not the first time the label has collaborated with Xu on designs. During last month's Tmall Brand Day, Aesop hosted a livestream with the artist, discussing art and life.
A graduate of the Guangzhou Academy of Fine Arts, Xu focuses on researching paper and using the material to make her creations. Her creative philosophy aligns with Aesop's commitment to sustainability and slow living.
Since 2020, Aesop has annually launched gift kits exclusively for China’s e-commerce channels. With more collaborations with Chinese creatives under its belt, the clean beauty label is poised to further elevate its brand awareness in the country and strengthen its emotional connections with local communities.