Retail / article
Aesop Women's Library Makes Travel Retail Debut with CDFG in Hainan
L'Oréal-owned beauty brand Aesop has launched its Women's Library initiative in travel retail for the first time, partnering with China Duty Free Group at the cdf Sanya International Duty-Free Shopping Complex in Hainan. Throughout July, shelves are stocked with books by female authors instead of products.
The Aesop Women's Library, a global initiative that temporarily replaces product displays with literature by women, has entered the travel retail channel for the first time. The activation is hosted in partnership with China Duty Free Group (CDFG) at the cdf Sanya International Duty-Free Shopping Complex in Hainan.
Under the programme, selected Aesop stores clear their shelves of formulation bottles and stock them with books by female authors, which visitors can take for free. Since its inception in 2021, the initiative has distributed over 115,000 books worldwide.
This year's edition carries the theme 'Follow the Tides, Anchor in the Page,' which pays homage to Hainan's island character. No purchase is required; guests are invited to browse the curated collection and choose a copy, each embossed with a commemorative stamp.
Aesop said the library aims to use its retail footprint as a platform for female writers, offering a curated harbour of diverse voices. The statement added that the library invites visitors to step off the bustling travel path and engage in a simple exchange of ideas.