SOCIAL MEDIA CASE STUDY: AESTON WEST
Aeston West is a luxury skincare brand redefining beauty for women 40+. Built on the belief that beauty should never force you to choose between science and sensuality, tradition and innovation, function and elegance. Aeston West creates clinically potent, deeply sensorial skincare designed for the skin you’ll wear tomorrow.
The brand’s philosophy, duality by design, speaks to modern women who want results without compromise.
The Challenge
Aeston West approached The Meaningful Social Club ahead of launch with a clear goal: to build a cult brand from day one.
The founders wanted a social media presence that felt as layered and human as the women they serve… elevated but unpolished, intelligent but full of personality. They saw a gap in the market: most digital marketing in the skincare space for mature women felt dated, fear-driven, and out of touch.
Our job was to craft a world that blended science and soul. To make skincare feel artful again, and build a loyal audience through a smart, strategic social media marketing approach.
Over 10k people reached on Instagram in first 60 days of posting
Strong early engagement across Instagram, with above-average saves and shares for a new brand
Press and influencer interest driven by consistent storytelling and cohesive visual identity
Immediate recognition as a fresh, modern voice in the premium skincare space
Our Approach
We started by developing a full-funnel social media marketing strategy designed to position Aeston West as a premium yet relatable skincare brand.
From there, we built a distinctive digital presence anchored by three pillars:
Creative Strategy & Content Direction
We established a visual world of curated, eclectic maximalism — rich textures, layered compositions, and lived-in luxury. Our goal was to make every post feel like stepping into a beautifully designed home: nothing overly matched, but everything belonging.Brand Storytelling & Copywriting
We developed Aeston West’s voice: confident, intelligent, and subtly irreverent. Every caption was written to educate and entice, blending skincare science with storytelling that felt personal and poetic.Launch Campaign Execution
We built hype leading up to the October 2025 launch through teaser campaigns, founder storytelling, and immersive brand content. The strategy focused on turning followers into early brand advocates through emotional connection and premium creative.
SERVICES PROVIDED
SOCIAL MEDIA STRATEGY
CONTENT CREATION
ACCOUNT MANAGEMENT
PREMIUM DESIGN
PREMIUM VIDEO EDITING
SOCIAL MEDIA MANAGMENT
Instagram Reels
Elevated Instagram Reels were essential to our social media strategy. As a social media agency in Melbourne that specialises in video production and editing, we were able to take the brand’s footage and craft it into visually engaging Instagram Reels that enjoyed huge engagement from the start.
SOCIAL MEDIA DESIGN
At The Meaningful Social Club social media agency, we approached Aeston West’s Instagram with a premium, editorial lens, crafting a visual world that felt both elevated and alive. Every post was designed to feel like stepping into a richly layered, maximalist space…textured, eclectic, and unrestrained. We drew inspiration from interiors, art, and lived-in beauty, creating imagery that was luxurious yet playful, curated but never overly polished. The goal was to make followers linger on the feed, noticing the unexpected details and feeling part of a world that is as human, expressive, and nuanced as the women who use the products.
To elevate engagement, we embraced surreal, imaginative compositions that blurred the line between art and skincare. From bold textures and layered visuals to subtle storytelling in each frame, our Instagram strategy turned product posts into moments of escapism and discovery. This approach allowed Aeston West to stand out in a crowded digital landscape, combining the authority of science-backed skincare with the sensory pleasure of a brand that celebrates personality, creativity, and indulgence.
