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August 29 2014

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Aesop Is Moving Full-Steam Ahead

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Last fall, Aesop general manager and president for the Americas Giovanni Lepori, told us that the Australian company had plans to re-emphasize its presence in the US after a bit of a “de-emphasis” over the past couple of years. True to his word, the apothecary-style skin, hair, and body care line has done just that—and then some. There are two New York store openings planned for August, one on Elizabeth Street and another on University Place, to be followed by a Bleecker Street flagship later this year. In the meantime, Aesop has set up a pop-up shop in Grand Central terminal’s Graybar Passageway. “The idea was really a handshake,” Lepori told us yesterday when we stopped by the transportation hub to check out the kiosk designed by Jeremy Barbour and made out of 3,000 recycled copies of the New York Times (the Elizabeth Street space will use a reported 1,400 editions of the paper). “This is our introduction to the American customer,” Lepori continued.

On offer at the stand, which will be functional through September and possibly longer, are best-sellers like Aesop’s Resurrection Aromatique Hand Balm, new releases like its Geranium Leaf Body Scrub, and a special, charitable edition of its Jet-Set Kit made in collaboration with the Dia Art Foundation. “It’s only sold here,” Lepori explained of the travel-friendly case that includes miniature bottles of the Gentle Scalp Cleansing Shampoo, Revitalizing Hair Sealing Conditioner, Geranium Leaf Body Cleanser, and Rind Concentrate Body Balm. Also yours with purchase: two tickets to Dia Beacon, the foundation’s gorgeous museum in upstate New York which happens to be a simple train ride away on Metro North. To further add to its local cool cred, Aesop is now stocking its Resurrection Hand Wash in bathrooms at Isa, downtown restaurant impresario Taavo Somer’s new outpost in Williamsburg, as well as Somer’s other hot spots, including Freeman’s Sporting Club and Peels. All aboard.

Photo: Courtesy of Aesop

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