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Winning shoppers by a nose


perfumeAesop is making plaster replicas of its customers’ noses to highlight the science of olfaction.

The skin care retailer hopes to make plaster casts of 1200 noses to display in Myer’s Bourke St windows in Melbourne.

The Pleasure and Purpose campaign is a seven part interactive window installation that involves the daring shopper.

Aesop fans and passerbys can sign up to have their nose cast and displayed in the final “Nasothèque” gallery.

“We know that this is ridiculous,” said Carolyn Jackson, visual merchandising manager of Aesop, to Broadsheet.

“When a nose is cast, there’s this really beautiful moment where the participant gets to hold the casting up.

“It’s really very humorous.”

Aesop is running the campaign to teach its shoppers about the brand’s olfactory credentials, and to celebrate the diversity of human nose shapes.

“We want to go beyond just a two or three dimensional approach by engaging the community and adding a strong performative element,” says Jackson.

Aesop has never focused on windows displays before, but it is well known for using strong scents to draw in customers off the street.

Shoppers can enquire about having their nose cast by visiting an Aesop store.


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