Aesop launches Heart Notes Radio to promote new fragrance launch

Aesop launches Heart Notes Radio to promote new fragrance launch

THE WHAT? Natura-owned Aesop has teamed up with Worldwide FM to launch a trio of broadcasts, named Heart Notes Radio, created alongside the launch of the brand’s new collection of eau de parfums, named Othertopias.

THE DETAILS The three broadcasts will be hosted on Worldwide FM’s platform and presented by DJs from its global roster who are based around the world.

These include Shii, an indie-electronic artist in Wuhan, Closet Yi, a DJ and producer in Seoul, and Nedda Sou, an interdisciplinary maker and DJ in Amsterdam. 

According to a press release, “Invited to interpret the aromatics of Othertopias as a starting point, each artist has curated a highly personal and considered hour-long aural offering.”

THE WHY? The programs mark the first collaboration between Aesop and Worldwide FM, and aims to hone in on the ‘transportive power of both scent and sound.’

Aesop says, “Heart Notes Radio hones in on the transportive power of both scent and sound, exploring their interplay and how one can profoundly touch the other. Its basis is the shared language between the two senses – both can be composed of head, heart and base notes. The ongoing initiative celebrates this unique synaesthesia – where aroma and audio meet, meld and become intertwined.”