April 3, 2014
Scent with Intent – Growing Demand for Non-Traditional Uses of Aromatherapy
April 3, 2014
Scent with Intent – Growing Demand for Non-Traditional Uses of Aromatherapy
Say goodbye to new car smell!
The new 2014 Mercedes Benz S-Class sedans comes with the $350 option of a built-in fragrance atomizer and four custom colognes. AND a seat massager.
Located in the glove compartment, the “active perfuming system” can be turned on and off by the driver, who can also control the intensity (low, medium, or high). The perfumed air passes into the cabin of the car through the A/C vents in five-minute intervals. You can choose from four exclusive interior fragrances created with perfumer Marc vom Ende: Freeside Mood (light citrus), Nightlife Mood (cardamom, pink pepper, congnac), Downtown Mood (floral, musk), and Sports Mood (green, citrus).The fragrance system also includes an empty glass vial to fill with any alcohol-based perfume of your choosing, so you can customize it with your favorite scent!
And if the aromatherapy feature isn’t enough, the new S-class comes with a massage feature in the seats, too—it’s a luxury spa on wheels!
According to a new Mintel research, consumers are beginning to express a desire for fragrances that offer more practical, unique benefits – not just a great scent. There’s growing demand for more distinct, non-traditional uses on the fragrance front.
According to the Mintel report:
- More than 6 in 10 women (64%) and more than half of men (51%) who use any scented item, say they would be interested in fragrances that can be worn at night to help them sleep or refresh their sheets.
- 60% of consumers would like to try a scent that could help relieve colds and headaches.
- 48% report interest in fragrances that offer a cooling or heating sensation.
SpaFinder Wellness released its 11th annual trends report on the Top 10 Spa and Wellness Trends for 2014, and aromatherapy tops off the list. Aromatherapy has always played an essential part of the spa industry, but it’s starting to play a greater role in the treatment of pain, depression, insomnia and improvement of cognitive function.
According to SpaFinder Wellness:
- Sales of aromatherapy and body oil products in natural supermarkets grew over 15% annually over the last 2 years.
- One study analyzing 340 dental patients waiting for appointments, found that those who received lavender aromatherapy showed significantly lower levels of anxiety than those who didn’t.
- A Harvard University study showed that when people were exposed to a rose scent while they slept after studying, had a greater memory recall of the material they studied.
(l to r): Hotel Renew’s Aromatherapy Concierge Program, Hotel Matilda’s Apothecary Concierge, the herb garden at Four Seasons Resort Marrakech, and Febreze’s Sleep Sensation line.
Some innovative trends with the incorporation of aromatherapy include:
- P&G’s Febreze Sleep Serenity, a new sub-line that includes a variety of formats and scents designed to help users snooze.
- The Natural Le Spa at Four Seasons in Marrakech offers an “Aromatherapy Signature Treatment” featuring herbs grown in its organic garden.
- Spa Matilda in San Miguel de Allende, Mexico offers its guests a chance to learn about the beneficial properties of local artisanal ingredients in customized aromatherapy at the “Apothecary Concierge” before mixing up a customized, personalized blend for them.
- Not loving your hotel room scent? Hotel Renew on Oahu provides an actual aromatherapy concierge program which allows visitors a choice of 4 custom-blended scents: Bimbi (omile, bergamot, rose), Isola (gardenia, tuberose, fig), Vaniglia (vanilla, jasmine), or Verde (fresh green notes, melon, tonka bean, jasmine).
- Aromatherapy Company, Body Bliss, goes high-tech and will soon unveil it’s Intentional Aromatherapy app, which allows participating spa directors to guide spa guests through a series of choices, until they end up with a unique custom blend for their treatment. Using 20 organic and wild-harvested essential oils, the app can create up to 250 individual combinations of blends to create specific physiological effects. Body Bliss Founder, Nick James, says that “Aromatherapy is often overwhelming, but this app puts the power in their hands. It puts the guest in charge.”
Scented jewelry and bag by Aromatherapy artist, Persephenie Lea.
L.A.-based aromatherapy artist, Persephenie Lea, handcrafts exotic, fragrant jewelry, candles, ceramic vessels, and unexpected items like scented paint, in addition to creating custom scents. She even teaches perfumery classes at her apothecary store and art gallery.
LATHER’s “Quiet Night” Relaxing balm, a therapeutic balm that draws on lavender, ylang ylang, calendula, and other oils to help calm and quiet the senses. Available in-stores in June.
LATHER, the Modern Apothecary, is known for their unique, natural-based personal care products for women and men. LATHER’s aromatherapy roots run deep: as a child, founder Emilie Hoyt would place a lavender soap under her pillow to help her sleep. After studying the benefits of natural ingredients and aromatherapy, Emilie ultimately created LATHER drawing on a variety of therapeutic essential oils; today, more than 100 products for the body, face, hair and home treat both body and mind. LATHER has incredible lavender soaps, and this June will introduce a Quiet Night Relaxing Balm, a therapeutic balm that draws on lavender, ylang ylang, calendula, and other oils to help calm and quiet the senses.
Want to learn more about the fragrance market and new trends?
Beauty Industry West is hosting a panel discussion on April 8th on “New Directions in Fragrance: Artisanal, Niche, Custom, and Indie” featuring Sarah Horowitz (Perfumer & Founder of Sarah Horowitz Parfums) and Yosh Han (Perfumer & Founder of Yosh Han Fragrance). Click here for more details
Pink Report: Nailed – The New Allure of Nail Color