BOOKING way in advance is necessary if you want to get your face tweaked and pampered at Aesop South Yarra in Melbourne, Australia. Anything less than three weeks and you'll be denied a good hour of much-needed indulgence. But an Aesop facial treatment is as elusive as a get-young-quick cream. Aesop South Yarra, the third Aesop store in Melbourne, is the first in the world and one of only two stores to offer a quintet of facials. And that, is the entire menu of beauty services they offer.

To top off its exclusivity, facials are performed only four times a day. Facialist maestro, Maria Vovos explains, "If you were the fifth or sixth customer, you wouldn't want your facial to be any less pampering compared with the first customer, would you?"

At least, you know you don't have to be a star to be treated like one here. Everyone gets the same amount of pampering. To keep standards up and complaints down, Aesop does all it can to ensure that your last facial will always be good as your first.

The brand has no qualms about blowing its trumpet on quality. It uses plant-derived ingredients rather than man-made chemicals. It boasts perfume grade ingredients that are claimed to contain lesser impurities in lieu of industrial grade ingredients. Its originator, Dennis Paphitis stresses, "Things that are done well should last. We design with longevity and sustainability in mind."

Beauty is no fad to Paphitis, who ensures each product that comes out of the beauty oven isn't the result of a cosmetic trend. He says, "We look far and wide - at books, music and art for inspiration. We look everywhere, except the beauty industry."

Last year, while perfume giants churned out light, clean fragrances that wouldn't overpower the wearer, Aesop developed its first fragrance - a rich and spicy brew of clove, cardamom and jasmine. Paphitis deduces, "With fragrance, you can take a risk. It is the more sensual of beauty products and you can't have something timid and gentle."

He is already planning for a second fragrance. "Smoky and incense-based. For people who like full-bodied wine," says Paphitis with a smile. And because Paphitis is just as passionate about food as he is about creating skin, hair and body care, Aesop will soon produce bottles of olive oil infused with the essential oils of lemon, coriander and ginger. The creator of Aesop jokes that he develops products to meet his needs. "Yes, I'm selfish. The next two will also be for me."

At Aesop South Yarra, you're encouraged to be self-centred when it comes to fulfilling your skin's needs. But having a facial here isn't just about scrubbing and masking your face so that you leave the store with a two-week long glow. It's about enjoying and experiencing all 60 minutes of your little beauty adventure.

If you don't take time to pay attention to the smells, the sounds and the surroundings, you'll miss out on the little gestures and care designed to make your experience special. Like the short and precise quote that you'll see printed on the ceiling - "Your time is now" - as you take your place under the unusual linen and mohair blanket. Or the woollen socks that you slide on before the treatment to keep your feet feeling warm and snug. Or the unusual way the treatment starts - with a shower, so that you can cleanse and refresh yourself with a cleanser that hits you in the nostrils with the smell of aromatic wild geranium. And the way the moisturising balm envelopes you with a scent of warm, woody vanilla tones before you dry off with a fluffy, white towel.

Vovos walks around like a mother hen, tucking me comfortably into the large, generous bed. Miles, Leonard and Ludwig calmly croon in the background. The Skin Quench facial is intended to intensely and rapidly hydrate dry, stressed and tired skin with booster doses of active ingredients.

But I find the steps no different from the usual facial - deep cleanse, exfoliate and mask. There is, however, an absence of uncomfortable steaming or painful extraction. It makes the treatment less painful, pleasurable and highly addictive. My skin leaves the store feeling rather 'happy'.

The beauty experience at Aesop recreates the facials of 20 years ago when they were performed in intimate settings in homes. Paphitis remembers, "It was very private and comforting because a lot of time and focus was spent on each facial. There was only one room and one client each time."

With the new store opening and Aesop's debut of beauty treatments, Paphitis proudly declares, "Each new store is an opportunity for us to push our design limits further." No two Aesop stores are alike. Paphitis tells, "The idea is to enjoy the original architecture. It could range from classic, like Kens Apothecary in Malaysia, to girly or traditional like the one in Antwerp."

At South Yarra, the main wall is covered in a carpet of crimson and gold autumn leaves. In the middle of the store sits a dining table beautifully laid with leaves, trimmings, polished plates and silver cutlery. The only thing missing is the food. Instead of delectable dishes, Aesop's bestsellers fill the cups, bowls and saucers. As Paphitis will tell you, "We believe that external beauty is ultimately the result of a healthy attitude, diet, moderate exercise and consistent physical attention to, and protection of the skin."