Aesop’s proposed A$3.7bn sale is a testament to its ‘hardcore brand intelligence’
Australian-founded luxury skincare brand, Aesop, is set to be acquired by French cosmetics company L’Oréal for US$2.5bn (A$3.7bn), in a record sale the advertising industry has attributed to its strong brand equity.
LinkedIn has been flooded with those paying tribute to the success of such an iconic Australian brand, with many praising it as a “class A example” of a brand as a contribution to business value.
“If this was just the sale of the goop inside the bottle, it would be commanding far less,” Thinkerbell co-founder and consumer psychologist, Adam Ferrier, told Mumbrella.
