When Quiet Luxury Outperforms Noise

In an ultra-saturated festive period driven by promotional pressure and loud, performance-led messaging, Aesop needed to drive consideration, desirability and sales across key European markets, without compromising its DNA.
Built around the existing concept “From our home to yours”, the challenge was to translate the brand’s sense of intimacy, sensoriality and cultural relevance from its stores into people’s homes, while staying true to a quiet luxury approach in a moment where attention is scarce and competition at its peak.

Our Mission

Our mission was to design and orchestrate a festive campaign that would perform precisely because it did not behave like a typical festive campaign.

We led a pan-European production across four countries, (France, Germany, Italy and Spain), working with five carefully selected talents whose universes naturally resonated with Aesop’s aesthetic and values. The content strategy combined Reels and Stories, allowing us to balance immersive storytelling with tactical touchpoints across the funnel.

Rather than chasing scale, we deliberately focused on qualified reach, favouring slow, aesthetic, narrative-driven content. This quiet luxury approach allowed the brand to exist differently within crowded feeds, while media amplification helped extend impact and optimise delivery across priority markets.

The Results

The campaign delivered strong, business-impacting results while fully respecting Aesop’s premium positioning:

• 18M people reached across Europe
• 6% engagement rate, significantly above market benchmarks
• +10,000 clicks driven to product pages
• +47% sales vs. Y-1 during the campaign period

Beyond performance, the campaign generated exceptionally positive sentiment and high save rates: clear indicators of desirability and long-term brand value. It proved that a premium, culturally aligned approach, executed at scale across multiple markets, can outperform louder, more aggressive festive campaigns.