Aesop
Personalization & Data Visibility for Global Skincare Retail
Industry: Luxury Skincare & Cosmetics
Location: Melbourne, Australia (Global Flagships)
Executive Summary
Aesop’s minimalist skincare offerings are revered worldwide—but their digital personalization lagged behind their in-store experience. With inconsistent campaign metrics and no centralized CRM logic, the brand couldn’t segment, automate, or scale personalized communications. Inside Edge 4.0’s Tier 1 program would correct this by structuring backend clarity, creating flows for education and loyalty, and aligning positioning across channels.
Key Challenges Likely Identified
Flat Onboarding and Product Education
No lifecycle flow for new vs. repeat
clients.
Manual Customer Profiling
Fragrance, skin type, and location data was unstructured.
No Dashboard for Subscription + Ecommerce ROI.
What Inside Edge 4.0 Would Deliver
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Business Health & Funnel Audit
- Subscription vs. one-off buyer mapping.
- Lifecycle email + ecommerce behavior tracking.
Digital Readiness Assessment
- CRM scoring logic for product use, skin type, and loyalty triggers.
- Shopify, Klaviyo, and ESP stack readiness evaluation.
Messaging Framework
- Product and ritual-based storytelling personalization.
- Archetype development for personalized regimens and automated loyalty invites.
Opportunity Map & Dashboard Design
- Dashboard for subscription churn, AOV by type, and flow impact.
- Automated flows: new subscriber intro, ritual education, VIP re-engagement.
Deliverables Summary
- Funnel Audit Deck
- Digital Maturity Scorecard
- Messaging Playbook (Regimen + Ritual Personalization)
- 3 Automation Flows (Intro, Education, VIP)
- Looker Dashboard (Churn, AOV, Engagement)
- 90-Day Personalization Roadmap
- 30-Day Slack Support
Timeline
Duration: 3 Weeks
Expected Outcomes
Metric
Before
After (30 Days)
Email Relevance & Timing
Generic
Personalized Flows
Subscription ROI Tracking
None
Dashboard Active
Education Funnel Clarity
None
Lifecycle Map Live
Closing Message
Inside Edge 4.0’s Tier 1 offer brings Aesop’s retail excellence online—aligning insights, personal journeys, and brand identity into one unified structure.
Want to turn luxury ritual into intelligent digital growth?