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) For Millennials and Gen Z, wellness has shifted from a side interest to a central lifestyle pillar. Unlike older generations’ clinical or preventative view, younger consumers treat wellness as a form of daily infrastructure—shaping how they eat, socialise, and present themselves to the world. 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 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. core values Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. INTERESTS & TOUCHPOINTS Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. audience age Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. gender Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. 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 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. INTERESTS & TOUCHPOINTS AGE Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo. gender DESCRIPTION Lorem ipsum dolor sit amet, consectetur adipiscing elit.  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. REFRESH RECHARGE RECONNECT INFLUENCER NETWORK NETWORK