In Honor of Pride, Aesop Toronto Debuts the Ephemeral Aesop Queer Library
Grace Mahas — June 23, 2021 — Social Good
References: go.skimresources & ellecanada
Aesop Toronto, the self-care brand-turned-Queer-Library, is celebrating Pride month with the launch of the new Ephemeral Aesop Queer Library. Until June 27th, 2021, Aesop‘s Queen West location is offering a curated selection of over 150 books by LGBTQIA2S+ authors and allies to customers at absolutely no cost. These span nonfiction, poetry, and fiction.
Aesop’s Chief Marketing Officer Adam Kakembo, comments on the brand's activation, stating: “We are not simply changing our logo or launching a Pride-themed collection, this multi-layer gesture of generosity is aimed at supporting our LGBTQIA2S+ staff, customers, independent queer-owned bookstores and the [Toronto community].”
Over 3,000 books were purchased from independent queer bookstores (including Glad Day Bookshop) to support the local businesses across the city.
Image Credit: AESOP
Aesop’s Chief Marketing Officer Adam Kakembo, comments on the brand's activation, stating: “We are not simply changing our logo or launching a Pride-themed collection, this multi-layer gesture of generosity is aimed at supporting our LGBTQIA2S+ staff, customers, independent queer-owned bookstores and the [Toronto community].”
Over 3,000 books were purchased from independent queer bookstores (including Glad Day Bookshop) to support the local businesses across the city.
Image Credit: AESOP
Trend Themes
1. Queer-library Activations - Self-care brands can honor Pride by creating queer libraries with curated content that support LGBTQIA2S+ staff and customers.
2. Community-centered Marketing - Inclusive multi-layered activations aiming to support customers and communities are an effective way for brands to enhance their image and customer engagement.
3. Supporting Local Bookstores - Partnering with local businesses, in this case independent queer-owned bookstores, can generate a mutually beneficial relationship that aids the community while promoting brand image and customer loyalty.
Industry Implications
1. Self-care - Self-care brands can differentiate themselves within the market by creating activations that are community-centered and inclusive, supporting their LGBTQIA2S+ staff and customers.
2. Marketing and Advertising - Brands can enhance their image and customer engagement through activations that are inclusive, multi-layered, and aimed at supporting their customers and communities, creating a loyal customer base.
3. Books and Literature - Partnering with independent queer-owned bookstores not only supports local businesses, but also acts as a way for consumers to gain access to curated content, generating business opportunities for bookstores and building customer loyalty.
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