Scent of Success

Aromatherapy is experiencing a renaissance. Georgia Seago discovers how it could be the answer to accessible wellness for clients

The detox retreats and DNA profiling services that promise to cure us of ailments and defend from modern day stressors are pretty much inaccessible to the average salon client. Many of the more in-depth solutions offered up by the wellness industry can only be embarked upon by those with the luxury of time and money. But there is an efficacious yet costfriendly therapy for clients wanting to address wellbeing issues in a more accessible way.

While aromatherapy has been used in salons for decades, a new wave of products is now hitting the market, promising easier access to its powers via both portable formats such as rollerballs and balms, and consumerfriendly formulas with relatable names such as “sleep” or “focus”. Elemis launched its Life Elixirs range in 2017, comprising rollerballs, shower oils and other products to offer an easy way to fit essential oils into their busy lifestyles. Meanwhile Aromatherapy Associates chief executive Tracey Woodward recently outlined the brand’s new focus on gifting in a bid to introduce aromatherapy to a wider range of consumers who could, ultimately, become devotees and regular spa-goers.

“People have been practising aromatherapy for more than 2,000 years, just by rubbing a piece of rosemary or lavender between the fingers,” says Lara Morgan, co-founder of portable aromatherapy brand Scentered.

Shahida Siddique, president of Altearah a brand made up of 14 oil synergies states: “People have resorted to going back to their own grandmothers wellness recipes to heal themselves and it was only then they rediscovered the power of the aromatic plants and essential oils. Humans have always been T connected to plants and this falling back to plants was a very natural phenomenon when all else failed.”

Aromatherapy experienced its first modern wave of popularity in the ’80s, when people were looking to take care of themselves in natural ways, explains aromatherapist Anne Murray: “It has stood the test of time. A new generation of users are rediscovering it and finding that it really does work.” She says consumers are gradually latching on to the many studies that show certain compounds in essential oils can activate calming or stimulating senses in the brain.

There has also been research into the use of essential oils for quite serious illnesses, and while manufacturers aren’t allowed to claim that their products have a medical effect, Murray says that these studies are being talked about and increasing the popularity of aromatherapy.

“Awareness of it has filtered down, so people are interested in using oils to maintain general health as well,” she adds. But, unlike 30 years ago, the types of health concerns consumers in 2018 are trying to cure tend to be symptoms of a fast-paced lifestyle that allows for very little downtime.

Conditions like stress, anxiety, depression and sleeplessness are all known to be impacted by lifestyle, and Morgan blames the “digital brutality” of the world we live in for plaguing so many people with these issues. Siddique also agrees “like medicines each essential oil has a different effect on different people. Aromatherapists recommend these essential oils for a specific purpose such as Neroli for enhancing mood, Camomile to calm, Pine for decongestion and so forth.”

In practice

Salons and spas wanting to start using aromatherapy more thoroughly could take a closer look at existing treatment protocols to see where a perfect essential oil match could be made. Alternatively, let clients take the lead by encouraging them to really think about how they’re feeling, and give them the opportunity to experience the aroma. “We’ve developed a sort of tester tray for nail service areas, with each of the balms sitting in it and a card behind that asks, ‘how do you want to feel?” explains Morgan. “When the client sits for their mani or pedi, the therapist asks how they’re feeling but lets the client gravitate to the fragrance they need at that time. You can boost their mood during a service that isn’t typically indulgent and they have time to experience and enjoy before they buy it,” she says.

Murray agrees that it’s important to introduce clients to different blends and let them make the decision of which oils are used during treatment. “If you’re using oils or blends one to one, a scent test is crucial,” she says. “Because the link between smell and memory is so strong, if you introduce a scent that triggers the association of a bad memory you’ve blown the whole treatment because the client won’t enjoy it. They’ll feel negative about it but might not even know why,” she says.

Siddique also comments that in practice we need to be cautious: “you must also be aware of healthy, authentic and organic plants and essential oils as opposed to plants which are unhealthy through migration or are chemically enhanced or treated and consequently their essential oils when extracted holds toxicity - look out for authentic and certified essential oils.”

Starting out

Those who are just dipping their toe into aromatherapy could start by investing in a couple of high-quality aroma diffusers to subtly percolate scent throughout the salon or treatment rooms. “As soon as clients walk through the door they’ll immediately associate the aroma with their previous experience. Used this way, scent creates a connection between people visiting you and feeling at home as soon as they come in,” says Murray.

She advises beginners start by vaporising citrus blends, as they are “very safe and well tolerated. If you started diffusing cinnamon you’d soon have people’s eyes streaming because it’s so powerful,” she adds. She recommends that salons or spas looking to create their own signature blends find a local aromatherapist, unless they have staff who are experienced and thoroughly educated in aromatherapy. “Essential oils are natural but that doesn’t mean they’re risk free,” she adds.