2025 / AESOP / ACTIVATION
SPEC
This project was independently conceived and executed, covering all phases from strategy to conceptual design. The original process assets and project materials are confidential and are not to be reproduced or used without prior written consent.
Aesop x COACHELLA
OVERVIEW
An activation culturally rooted in Aesop’s ethos that cohesively fits into Coachella, offering festival-goers a refreshing and original experience.
THE WELLNESS PARADOX
OBSERVATION
The Blueprint for Living
Wellness as the central architecture of daily life.
(click for more)
The Faulty Foundation
Cracks in the blueprint when context changes.
(click for more)
However, even for the wellness-obsessed, certain environments expose critical limitations.
At Coachella, the aspirational wellness lifestyle clashes with festival realities. Dorm-style showers, shared toilets, and haphazard sink setups make self-care a logistical nightmare; this failure creates a clear opportunity to provide accessible, functional wellness experiences where self-care infrastructure is missing.
AESOP
BRAND
AUDIENCE SEGMENT
BRAND
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core values
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INTERESTS & TOUCHPOINTS
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audience age
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gender
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DESCRIPTION
RECENT ACTIVATIONS
BRAND
Aesop favours activations that are more cultural gift than commercial promotion, transforming spaces into hubs for thoughtful, sensorial, and often reusable public engagement.
AESOP QUEER LIBRARY
In a celebrated temporary installation, Aesop cleared the shelves of its select stores to create pop-up Queer Libraries. The initiative gifted visitors a curated collection of books by LGBTQIA+ authors and allies, championing community and the power of storytelling.
The Second Skin at Salone del Mobile Milano
At Salone del Mobile Milano, Aesop presented ‘The Second Skin,’ a sensorial installation that immersed visitors in an exploration of the epidermis. The space was transformed into a tactile environment for reflection, with all materials designed for future reuse in Aesop stores.
COACHELLA
BRAND
FESTIVAL ANALYTICS
BRAND
earned media value (2025)
$1.4B
engagement (2025)
123M
impressions (2025)
93b
AUDIENCE SEGMENT
BRAND
core values
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INTERESTS & TOUCHPOINTS
AGE
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gender
DESCRIPTION
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RECENT ACTIVATIONS
BRAND
Coachella cultivates large-scale, official brand sponsorships that merge immersive marketing with genuine utility. These activations transform product lines into multi-sensory experiences, while also providing essential, real-world services that enhance the festival-goer’s journey.
SOL DE JANEIRO
As Coachella’s first official fragrance sponsor, Sol de Janeiro created ‘Casa Cheirosa,’ a 30×30-foot sensory playground. Festival-goers were invited to journey through six immersive scent zones and interactive layering rituals that brought the vibrant Cheirosa Perfume Mist collection to life.
Neutrogena
Neutrogena made its first appearance as Coachella’s exclusive skincare and sun care sponsor in 2023, creating a series of on-site activations for festival-goers. The brand provided sunscreen dispensers across the festival grounds and launched Skin’s Vitals, an initiative designed to showcase real-life skincare experiences.
earned media value
$1.27M
IMPRESSIONS
76M
ENGAGEMENT
408K
earned media value
$1.0M
IMPRESSIONS
26M
ENGAGEMENT
–
Aesop as an Essential Utility for Modern Self-Care.
POSITIONING
We reposition Aesop from an indulgent luxury to a non-negotiable foundation for the discerning individual. This strategy bridges the critical gap between the aspiration for a curated lifestyle and the messy reality of environments like festivals, travel, and daily life. Aesop becomes the indispensable, high-functioning tool that empowers your wellness repertoire to thrive anywhere.
REFRESH. RECHARGE. RECONNECT.
CONCEPT
At Coachella, Aesop creates an oasis in the Valley with outdoor shower stalls, rinse-free sanitising stations, and a fragrance misting booth—all reflecting the brand’s ethos of thoughtful, sensory experiences, allowing festival-goers to refresh, recharge, and reconnect with themselves.
INFLUENCER NETWORK
NETWORK
