Abstract
The cosmetics business is a multibillion-dollar behemoth that is frequently propelled by dynamic trends and well-executed marketing campaigns. While many shops have embraced this tactic to raise brand recognition, Aesop demonstrates that there are alternatives. This study was written to examine Aesop's marketing strategy and the methodology used was a literature search. The result of the study was that Aesop's use of good 4p marketing has contributed to the development and innovation of its merchandise, thus increasing the brand's competitiveness and presentation. Aesop's approach to skincare has been legendary, with the company built on timeless simplicity and breaking through the noise with its distinctive visual identity. Aesop mainly uses word-of-mouth marketing, and over-the-counter sales are their main strength. This study suggests Aesop use a pricing strategy that is more acceptable to customers. It is suggested that Aesop introduce new products which are more suitable to the market demand. It is recommended that ISO adopt a multi-channel marketing strategy and build a loyal customer base.
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