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.
Free Queer Libraries
In Honor of Pride, Aesop Toronto Debuts the Ephemeral Aesop Queer Library
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.