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Agenda-setting intelligence, analysis and advice for the global fashion community.

The Secret to Creating a Cult Beauty Product

When a beauty product transcends its original value proposition, such as cleansing hands or moisturising skin, it can offer consumers desired forms of cultural capital.
Aesop skincare products.
Aesop skincare products. ((Instagram/@aesopskincare))
By
  • Brennan Kilbane

To call the Aesop’s Resurrection Aromatique Hand Wash a hand soap feels somehow rude, if technically correct, like saying “Subway employee” instead of “sandwich artist.”

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