Fables 2024
“A product needs to perform, but if it can do so with a little poetry, so much the better.”
-Dennis Paphitis
To our love of the original Aesop Fables...
Table of Contents...
Acknowledgments………………………...........…………………………………………………ii
Dedication…………………………………….............………………………………………………iii
Purpose………………………………………………………………………………..................………1
Gloam the Ghost……………………………………………………………………..........……….2
Rōzu & Erémia the Forest Fairies……………………………………………………….9
Eidesis & Miraceti the Hand Rings……………………………………………..…...16
History of the Aesop Fables………………………………………………………………..24
History of the Aesop Brand....................................................................25
We decided to challenge beauty product marketing by using atypical advertising strategies to communicate core principles of the brand by enhancing one’s life through creativity, simplicity, and truth.
“If the path be beautiful, let us not ask where it ends.”
Rōzu and Erémia are young forest fairies, looking for a new quest.
They start their nomadic journey through the enchanted forest, wandering the unknown territory. Something catches Rōzu’s eye.
Rōzu finds the dark, haunted branches alluring. They sway and creak in the wind, as if to call out her name.
Erémia wants to take the pathway with blooming arrays of colour. She loves the electric energy that courses through her when reaching out to touch the beautiful flowers.
The fairies decide to separate, and take the roads that whisper their names. Rōzu and Erémia do not know what they are being led to, but if the path be beautiful, let us not ask where it ends.
Aesop Fragrance Stories
Rōzu articulates the full lifecycle of the Rose, underpinned by green, woody and lightly smoky notes—unmistakably floral, yet nuanced and expansive.
Floral, green, woody
Erémia is suggestive of a forgotten wasteland. It unfurls crisp and zesty notes before descending into musky, mossy green undertones.
Green, floral, citrus
“Life is fleeting, the more we fuel ourselves the more we have to give. Life without some excess, forget it.”
Gloam the Ghost sits in his bed and ponders. “What can I do to make this life worthwhile?”, he wonders.
The Ghost decides it’s time to search for fulfillment rather than wait for it to come to him.
Gloam sees something new. A rusty bike, who is also lacking purpose. Gloam has an idea.
Gloam adds excess blankets to warm and chairs to sit to the bike, that now reaches a mile high. He lets fellow travelers take what they need from his bike.
When it is time for Gloam to meet the beyond, he goes with an empty bike and a happy heart. Life is fleeting, the more we fuel ourselves the more we have to give. Life without some excess, forget it.
Aesop Fragrance Stories
“Gloam embodies quietude—the state where thoughts turn inwards as the outside world recedes.
Mimosa, Saffron, Iris
Suited to
All genders; observers, soul-searchers, theorists
“Simplicity of life, even the barest, is not a misery, but the very foundation of refinement.”
-William Morris
“Good morning. The weather is beautiful today, is it not?" Eidesis says to the ring to his right.
“Quite splendid, Eidesis," he responds.
Miraceti smiles; they do this every day.
“Good night, Miraceti."
“Good night, Eidesis.”
“Good morning. A bit chilly
“It sure is, Eidesis,"
today,” Eidesis says.
he responds.
Miraceti savors the comfort and familiarity of this conversation.
“Good night, Miraceti.”
“Good night, Eidesis.”
“Good morning. Don’t you love a sunny
“It's my favorite," he
day?" Eidesis says.
responds.
Miraceti knows they are just rings who talk about the weather. But, he finds purpose in their routine. The simplicity of life, even the barest, is not a misery, but the very foundation of refinement.
Aesop Fragrance Stories
Eidesis honours the imaginary worlds beyond the surface of a mirror. Watery, iridescent florals are met with a warm, spicy, woody base, recalling the liquid stillness of a pond or looking glass. Woody, spicy, ambery Suited to
All genders; observers, soulsearchers, theorists
Miraceti is redolent of perilous seafaring adventures aboard ocean-worn ships. Spicy top notes mingle with warm balsamic, wood and the faint must of a whisky-filled cellar. Resinous, woody, spicy Suited to
All genders; seafarers, storytellers, idealists
“Perfection bores me.”
-Dennis Paphitis
History of the Aesop Fables
The Western tradition of fables effectively begins with Aesop, a legendary figure to whom is attributed to writing the world's best known collection of morality tales, in the late to mid-6th century BCE.
“The subversive nature of the tales allowed the lower classes in Greek society a means of escape from said society.”
Ultimately the fables represent one of the oldest characteristics of human life: storytelling. The Aesop fables were also considered as a valuable tool in speeches especially as a means to persuade others about a specific point. Aristotle, in his Rhetoric, argued that in the absence of any concrete evidence for proving one's point that a fable could just as well support one's argument.
“Fables are designed to highlight both desired and undesirable human behaviors: what to do or what not to do.”
History of the Aesop Brand
Aesop began in 1987 when founder Dennis Paphitis opened his Melbourne hair salon, Emeis, and started blending essential oils into hair products.
There is an element of charm at their store locations that suggest they’ve taken more inspiration from the famous Greek storyteller than just his name. They are known for emptying bagfuls of fallen leaves over the floors of select Aesop stores in autumn, to herald the change in seasons, or the description of the entrance to the Nakameguro store in Tokyo, hand-washed each morning with hot water and eucalyptus oil for the sensorial pleasure of passersby. That’s what makes Aesop so intriguing.
“A sincere interest in intelligent and sustainable design extends to every aspect of Aesop’s workings.”
Having started with four products, Aesop’s range now comprises almost 100, with one Parsley Seed AntiOxidant Serum sold every nine minutes, and a handwash and hand balm duo a staple in hipster restaurant toilets.
“Our objective has always been to formulate skin, hair and body care products of the finest quality; we investigate widely to source plant-based and laboratory-made ingredients, and use only those with a proven record of safety and efficacy. In each of our unique stores, informed consultants are pleased to introduce the Aesop range and to guide your selections.”
The End.