30 Oct 2014
AromaWorks fragrance manufacturer expands into skincare market
BY Helen Andrews
Home fragrance manufacturer and retailer AromaWorks has expanded its business by launching a brand new essential-oil skincare range that is vegan-friendly, pregnancy safe, plus gluten and dairy free.
Now operating from a purpose-built 7,000sq ft (650sq m) distribution, research, development and manufacturing centre in Berkshire, UK, the new skincare range comprises more than 25 products for face and body, each with a range of seven to nine blended essential oils.
Founded in 2009 by aromatherapist Jane Hibbert. after two years of product design, the company began selling candles and home fragrance diffusers. Hibbert spoke to Spa Opportunities last night (29 October) at the launch party of AromaWorks skincare in London.
“Everyone uses a face cream,” said Hibbert. “While our room fragrances are extremely popular, these products only touch the periphery of the spa market. Selling our aroma diffusion products to spas has allowed us to penetrate the spa skincare market more easily. What’s more, being in control of our home fragrance retail distribution makes it easy for us to sell our skincare range – even further abroad.”
“We want to market our skincare range in the US, but the packaging needs to be altered to meet FDA approval,” said Hibbert, adding that spa management is something else she has considered. “It wouldn’t be too difficult to extend our business into spa management in the US as there’s a market for it there. We also have spa clients asking us to create their towels, badges and uniforms.”
AromaWorks produces white label products for two spas in the south of England but is about to supply all Marriott-operated hotels in the UK with its branded products – moving away from white labelling.
“Spas know what they can sell and our research has shown us that they don’t want £2,500 (US$4,000, €3,170) of skincare stock lying around,” said Hibbert. “So we offer them total flexibility by having no minimum order after the initial stock order. Our margins are built-in. It usually costs £5,000-£6,000 (US$8,000-9,600, €6,350-7,620) to stock a treatment room in small spas but we’re offering spas a cheaper, yet high quality, alternative.”
When training therapists at spas that stock AromaWorks, the company’s product specialist will spend two days teaching spa staff about the products. One day will be dedicated to face product training and the next day will involve body care training. Unlike other skincare companies with rules and techniques for each treatment, AromaWorks allows therapists to “free-style”, according to Hibbert. This is supposed to make the incorporation of the brand into the spa easier, due to its flexibility. Whether this has an effect on the quality of treatments is unknown at this stage.
The two days of training will be backed up by a guidebook on the products, that therapists can consult at any time, as well as an online video on the products themselves.
Hibbert concentrated on four different skin categories for her product range: oily, sensitive, mature and normal. Each products contain a particular essential oil called helichrysium – included in each blend because it has particularly impressive rejuvenating anti-ageing properties. The strong-smelling oil, with a scent of camomile, was disguised painstakingly by Hibbert and her chemist.
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