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Why Do We Love Aesop But Sometimes Buy Other Skincare Brands? The Affection-Action Gap Explained
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Aesop is more than a skincare brand—it’s a lifestyle statement. With its minimalist packaging, iconic scents, and design-driven stores, Aesop has become a cult favorite among tastemakers and everyday consumers alike. We love to display the bottles, repost their campaigns, and gift their products. But when it comes to actually buying, many of us sometimes choose more affordable or functional alternatives.
This is the Affection-Action Gap—the disconnect between brand love and actual purchase. Why does this happen?
It comes down to the difference between brand equity and brand relevance. Brand equity is the value and recognition a brand has built over time. But in today’s fast-changing world, relevance—how well a brand fits current needs, budgets, and routines—matters even more.
Aesop’s equity is undeniable, but relevance is what drives wallets. For some, price or specific skin concerns outweigh the allure of the iconic brown bottles. For others, convenience or new trends win out.
At The Vibe Curator, we help brands like Aesop stay both admired and chosen—by keeping their heritage alive while constantly adapting to what matters now. Because while admiration wins headlines, relevance wins wallets.
