Aesop

Hu Yaqi

huyaqi195@gmail.com

Aesop faces the challenge of standing out in the beauty industry by credibly communicating its sustainability values without greenwashing. This campaign, “Sustainability in Practice”, aims to enhance brand trust, emotional connection, and long-term loyalty. Through transparency, education, and culture, it targets conscious consumers aged 25-45 in urban markets in the UK. The strategy uses online and offline media, with executions including print ads, a documentary-style short film, and editorial content. The goal is to prove sustainability through action - not slogans.