Aesop, the Natura & Co.-owned skin care brand, has set its sights on a new medium.
The company has launched a series of radio shows on Worldwide FM. Called Radiomatique Mixtapes, the fragrance-inspired series will consist of three broadcasts. They correspond to three of the brand’s personal fragrances: Miraceti, Karst and Erémia.
The brand teamed up with a range of DJs to create the spots, which are auditory interpretations of the fragrances. Collaborators include the Wuhan, China-based Shii; the Seoul, South Korea-based Closet Yi, and Nedda Sou, who hails from Amsterdam.
The broadcasts began airing the week of Feb. 13, and will air weekly on Worldwide FM until the series concludes.
The brand is just one who has taken to audio in recent weeks. Earlier this year, MAC Cosmetics introduced a podcast series, called The T-Zone.
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