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Aesop And Its History Analysis

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TABLE OF CONTENTS
• AESOP and its History
• PRODUCTS
• PACKAGING
• SUSTAINABLITY PRACTICES
• AESOP’S CUSTOMERS
• PRICING STRATEGY
• PROMOTION
• DISTRIBUTORS
• COMPETITORS
• RECOMMENDATIONS
• CONCLUSION
• REFRENCES
• Appendix

AESOP AND ITS HISTORY
Aesop was established in Melbourne in 1987 with a quest to create a range of superlative products for the skin, hair and body. The company is committed to using both plant-based and laboratory-made ingredients of the highest quality and proven efficacy – particularly those with the greatest anti-oxidant properties.
The company was started by a hairdresser Dennis Paphitis who used to work in a salon. Product wise he started adding essential oils to the commercial hair color, as the smell of ammonia is quiet overwhelming his clients responded well to these less aggressive aromas. He then took this up as a passion and started understanding these ingredients and started working with a chemist on a small range of hair products. Eventually the hair product extended to a hand and body product category and finally skin care.
Dennis felt this was an opportunity that was approaching his way. Finally in 1996 he quit the salon and began his extensive research and development in the field of cosmetics. He felt that the marketing of his product was limited just to the salon.
The next few years he along with the chemist intensely spent time setting up a foundation for a product line and development. All this was done

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