DISCOVER AROMATHERAPY

Posted by Lauren Bridges on March 11, 2019

Discover aromatherapy? You may be thinking “I already know what aromatherapy is.” But do you really? Most people nowadays are familiar with the watered-down version of both aromatherapy and essential oils prevalently found on the internet. These perspectives manifest as either multiple black and white statements focused on what you can’t do, or they trend toward the idea that essential oils and aromatics are without any inherent risks and anything and everything is safe.

What if I told you that neither outlook is correct? What if I also told you that either viewpoint, if you have found yourself following one of them, could actually be costing your business in ways you don’t realize?

FOUR VALUES WE CAN'T IGNORE

Years of observation have shown that consumers primarily value four things where essential oil products are concerned:

Aromatic quality
Safety
Information accuracy
Professional opinion

Each of these elements combine to address your customers’ biggest need: does your product improve their well-being? And no matter which viewpoint about aromatics they abide by, they are interested in these four elements when deciding where to get their product from.

Aromatic Quality: The quality your product, which will include both lab testing to verify purity and an appropriate constituent profile as well as organoleptic appeal, will set the tone for whether they entertain comparing how you measure up to these other values.

Safety: Your products’ formulations, who they are marketed to, and how you recommend their use are always under consumer scrutiny. Consumers want to know that they can trust that your product has been created with their well-being in mind since they are seeking to address their well-being. A guaranteed way for customers to “lose faith” is for product to be discovered as unsafe after they’ve fallen in love with it and it’s recalled for safety concerns.

Information Accuracy: The information you provide will define for the public whether or not you are a reliable authority on the product you sell. Your website copy, particularly blog content and DIY shares, can make or break your influence. These factors also weigh heavily with professionals in the industry who have a more intimate understanding of application.

Professional Opinion: How you measure up to these prior three values will ultimately decide whether or not professional aromatherapists and aromatic therapies practitioners recommend you to their clients. They ethically cannot recommend impure nor unsafe product and must also place a priority on informational accuracy for the well-being of their clients.

Remember that we said the consumer market is concerned with whether your product will improve their well-being? If they are not at ease over how a business measures up to the four points discussed above, they will question whether their ultimate need can be met.

MISINFORMATION AND MARKETING

Businesses nowadays are at a disadvantage due to the incorrect dogma (particularly about aromatic safety) that pervades their consumer base. It can also make it difficult to stand out among competitors as nearly everyone has been influenced by the spread of these philosophies. Companies also often limit their markets and potentially even hurt their sales when they are sucked into the misinformed perspectives currently dominating the aromatic community.

For example, if you unknowingly abide by misled restrictions on the use of essential oils with children, you’ve effectively reduced your market potential all on your own. Worse yet, if your consumers are exposed to the real information from another source, your credibility suffers to the benefit of your competition.

Likewise, leaning toward the other extreme and exploiting the idea that essential oils are natural and therefore perfectly safe puts your business at risk of serious legal consequences should someone suffer an injury from one of your products or recommendations.

The four values discussed above can provide you with the framework you need to effectively discover what aromatherapy and essential oils can really offer your customers and minimize the misunderstandings that have the potential to cost your business and credibility.

FINDING SOLUTIONS

Despite these things, businesses are far from without solutions if the need to make changes that will ultimately benefit both their customers and their bottom line is discovered.

Validate your aromatic quality. Both lab and organoleptic testing by experienced professionals are necessary in this instance. Which lab tests need to be done will depend on the product. Commit to seeing the value in the cost of these tests rather than the expense. Getting caught with bad product can have far more expensive consequences than lab testing.
Verify your product quality. Know what you are providing so if customers come wondering how you know your product or usage recommendation is safe, you can assure them without doubt that it is. Sometimes this can be as simple as having formulas evaluated; other particulars, such as more complex spa and cosmetic products, may require lab evaluation.
Give your copy a tear-down to ensure accuracy. Check those DIY recipes you’ve shared. Make sure they really are safe for skin application and that the formulations are appropriate for what people can reasonably be expected to do in their homes. This is not necessarily as daunting as it sounds. If you sell product, your biggest challenge will likely be communicating your customer’s needs with respect to laws governing cosmetic claims (your products more than likely fall under this legislation).
Work with a professional. Not only does this help build relationships that can help promote your value to the public, it puts you in a position to receive insights you may have yet to be privy to. If you are unsure of how to handle any of the first three points discussed, seek help. You never have to go it alone!

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