Shopping at an Aēsop store involves a conversation with a skincare consultant. Each consultant is trained to discover individual needs and offer tailored product recommendations. Our team went through the same skincare consultant training and visited several stores to understand the experience and product range. We also tested the site with store employees.

The result is a content strategy built around the company's high-touch customer service. How-to videos explain products just like an Aēsop skincare expert would, with detailed information about usage. Bundles let users shop by skin type.