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Customer experience: this Aesop product is a disaster

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Aesop is a great brand. I respect it a lot and often cite it in example as far as customer experience, branding and retail strategy are concerned (not mentioning their great store designs).

But for once I’m disappointed. Very disappointed.
I was having lunch in an upscale restaurant in France during my holiday and was shocked to discover one particular Aesop product in the restrooms. The product in itself wasn’t shocking: it was a deodorizer, something that you might expect to find in a restroom.
What shocked me in fact was the product name and in particular its translation in French.
The English name was borderline, yet funny and acceptable. It’s called “Post-Poo drops”. Being funny is a perfectly acceptable positioning. Look at Michel and Augustin, a wonderful brand that was based on its not-so-serious marketing.

In the cae of Aesop however I don’t perceive the brand positioning as funny. The translation of the product name in French was therefore in my opinion perfectly unacceptable and ruined totally the customer experience. It was translated with “gouttes anti-odeur de merde” which could be approximately translated by “anti-shit smell drops”.
I leave it to you to decide whether this name is appropriate for an upscale brand.

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Author: Pierre-Nicolas Schwab

Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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