How Soap Became a Luxury Category

I wanted to learn more about the brand that charges $46 for soap, so here ya have it. ENJOY! 🧼

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TAGS lol: aesop, inside aesop, business of soap, $46 soap, expensive soap, luxury soap, premium soap, aesop business model, aesop hand soap, luxury branding, premiumization, consumer trends, trade up trade down, experiential retail, luxury retail, branding strategy, direct to consumer, cult brands, aesthetic brands, product psychology, why soap is expensive, ritual products, luxury marketing, consumer behavior, taylor bell, taykbell, business case study, brand strategy, retail design, luxury experience, consumer psychology, Grammarly

FTC: This video is sponsored by Grammarly. Some of the links above may be affiliate, meaning I could earn a small % of sales made via those links, but it doesn’t cost you anything extra!

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