What Aesop changed

• Increased the price of Parsley Seed Facial Cleansing Oil from $65.00 to $67.00.
• Increased the price of the Lucent Duo bundle from $234.00 to $238.00.
• Removed a promotional banner offering a free Resurrection Aromatique Hand Balm sample on orders over $125.
• Added new video content and a hero carousel for Post-Poo Drops.

Aesop is raising prices on core products and bundles while removing a free sample offer. This suggests a shift toward protecting margins or preparing for a new promotional cycle.

• Added a promotional offer for a free Resurrection Aromatique Hand Balm sample on orders over $125.
• Added a notice about free shipping for orders over $51.
• Replaced "Loading" text with "Add all to cart" buttons for several product bundles, including the Lucent Duo and Bathroom Essentials Bundle.
• Updated the cart display to remove redundant "My cart" text.

Aesop is using a high-value free gift to increase the average amount customers spend per order. They are also testing "Add all to cart" buttons to make buying product bundles faster and easier.

• Added a new fragrance called Unforeseen Aer to the "New Additions" and "Fresh" fragrance categories.
• Removed a promotional offer for a free Resurrection Aromatique Hand Balm sample on orders over $125.
• Removed the complimentary shipping notice for orders over $51 from the top banner.
• Removed Eleos Nourishing Body Cleanser from the "New Additions" list.
• Updated the Parsley Seed Anti-Oxidant Facial Hydrating Cream section with full product details and an $80 price point.
• Removed a video hero element featuring Post-Poo Drops from the homepage layout.

Aesop is expanding its fragrance line and adjusting its promotional offers. Adding new scents helps them stay relevant in the luxury market, while removing specific gift-with-purchase offers suggests a shift in their current sales strategy.