The last couple of years has changed the way people access their moments of self-care. This has accelerated Aromatherapy Associate’s determination to reach the next generation in a digital world, while continuing to support those with next to no access to the internet at all.
Wellbeing lies at the heart of everything Aromatherapy Associates does, so it was important for the brand to adapt its consumer experience to deliver a new era of wellness. It developed its digital platforms to offer expert advice to guide consumers through their needs, from the comfort and safety of their own home.
‘We brought our existing spa consultations into the virtual realm, by introducing our online Wellbeing Consultations,’ says CEO Anna Teal. ‘This enabled us to keep connecting with our consumer at a time when they needed us most. We developed weekly content, with everything from blogs to how-to videos, and advice from experts across the health and wellness industry. This helped our customers navigate their way through the pandemic.’
Aromatherapy Associates is loved by a fast-growing global community that recognises its generous, open-hearted spirit and commitment to excellence. These remain unchanged since 1985 when founders Sue Beechey and Geraldine Howard began creating therapeutic blends, based on their customers’ needs, from a humble kitchen table in London.
Still priding itself on the consumer feedback that it receives daily, Aromatherapy Associates now has a feedback tree in its head office, as a daily reminder of the difference it makes. It includes comments like, ‘Your oils have turned my bath into a ritual I swear by,’ and, ‘After having a mental breakdown – I’ll be honest – I turned to your products as a last resort to get some sleep. Your sleep mist changed my life, and I can’t thank you enough.’
Beyond cherishing its customers with solace, wellbeing and reassurance, in 2021 Aromatherapy Associates also proved to be much more than a beauty brand. Via its grassroots charity partner, Beauty Banks, the brand provided care packages to key workers across UK hospitals and donated bath and shower products to those without access to their basic rights to be clean. ‘For me personally, the proudest moment of the year was seeing the faces of men and women across the country knowing that our product donations had made a difference to their day,’ says Anna.
The winner of Great British Brands’ 2021 Sustainability Award, Aromatherapy Associates squared up even more heroically to the monumental challenge of climate change in 2021. As a patron at the British Beauty Council, Anna showed exemplary leadership by playing a fundamental part in publishing the Courage to Change report. The report aims to kickstart conversations and collective action on sustainable beauty, at what Anna considers to be this critical time of ongoing climate emergency.
‘We issued the report through the pandemic period because the climate crisis isn’t going away,’ says Anna. ‘Regardless of whether there’s a pandemic or not, the challenge remains that a climate emergency has been declared and there is still insufficient action being undertaken to really make the strides that could be made with a more concerted and collective effort.’