COVER STORY: IN ESSENCE

Good Vibes

Good Vibes - In Essence In Box Seat for Global Rise in Mood-Boosting and Immunity Aromatherapy

by Elisabeth King

Aromatherapy, or essential oil therapy, became one of the hotspots of the wellness industry during the Covid-19 crisis. Leading international market researchers and analysts such as Market Research Future and Vantage Market Research predict that the global aromatherapy market will experience double digit growth over the next five years to reach sales of between US$2.49 billion and US$4.9 billion per year.

There has been a huge surge in demand for essential oils with immunity and anti-bacterial effects during the pandemic. As an alternative to pharmaceutical drugs, sales of aromatherapy treatments targeting stress, anxiety and insomnia also soared in Australia and worldwide.

MARKET LEADING POSITION/ SLEEP, STRESS AND ANXIETY A MAJOR FOCUS

In Essence, a market leader in sourcing the finest essential oils and delivering premium, solutions-based treatments, has been widely regarded as the most trusted pure essential oils brand in Australia for more than 30 years. Maggie Maroussis, Head of Learning and Development for Heritage Brands, says that the brand’s TGA-listed therapeutic products will remain a strong focus for the year ahead.

“One of the biggest uplifts in sales has been for sleep-promoting products such as ie: Sleep, a blend of 100% pure Lavender, Mandarin, Roman Chamomile and Valerian”, she says. “We also launched ie: Sleep No Lavender last year and it sold out immediately. Consumers who don’t like lavender loved the sedative effects of Marjoram.”

We are seeing people suffering from sleep problems across all ages and genders, says Maroussis. “Our treatments are effective and safe and we are seeing an uptick in the number of male customers. The Covid-19 pandemic also saw a huge increase in the number of consumers suffering from stress and anxiety. The packaging of our ie: range looks medicinal and speaks directly to customers. The ie: Anxiety SKU is a blend of Sweet Orange, Lavender, Ylang Ylang and Frankincense to calm and soothe. While ie: Stress relieves nervous tension, stress and headaches with a mix of 100% Pure Orange, Mandarin, Geranium, Patchouli and Bergamot”.

A GROUNDBREAKING NEW DIFFUSER

Essential oils aren’t the only aromatherapy category on a roll. The global aromatherapy diffuser market was valued at US$1.826 billion in 2021 and is projected to register a compound annual growth rate of 7.85 per cent to 2027. A trend fueled by consumers worldwide looking to create a spa feeling at home and the rise in popularity of immunity-boosting essential oils.

The In Essence Waterless Diffuser was one of the brand’s most successful launches this year. It’s a bespoke diffuser which suits all lifestyles, says Pat Princi-Jones, In Essence consultant and celebrated aromatherapy expert. “A first generation product, it has the latest nebulising technology, resulting in a high potency aroma dispersed without the need for heat or water. The undiluted essential oil molecules when inhaled are quickly absorbed into the body and depending on the chosen blend, can provide a profound effect on both physical and emotional states, including calming the mind, promoting sleep, and uplifting the mind and body.”

Waterless essential oil diffusers are the perfect travel companion. “Our waterless diffuser is compact and cordless, so it’s a great pick for travel,” says Princi-Jones. “Waterless diffusers allow users to experience the potency of the essential oil or blend of their choice straight from the bottle.”

BOOSTING IMMUNITY TO REMAIN A MAJOR CONSUMER CONCERN

The Covid-19 pandemic transformed the business as more consumers turned to aromatherapy to boost their immunity levels, says Princi-Jones. “The efficacy of essential oils has been proven by scientific research and they offer a holistic approach to wellness. Effective essential oils such as 100% Pure Lemon, Eucalyptus, Marjoram and Australian Sandalwood, for example, used in In Essence blends help to relieve mild fever, sore throat and other symptoms of the common cold and flu.”

Maggie Maroussis

Sales of In Essence ie: Breathe, Immune and Sleep have gone ballistic over the past couple of years, she says. “Social media has also been a huge help in targeting new markets. Younger consumers have really researched using diffusers and the scientific backing behind essential oils and know that there’s no marketing spin. Young mothers are also a major market in themselves as they deal with high levels of daily stress. We recommend Lavender to promote sleep and Geranium massaged onto affected areas to relieve aches and pains, adding 3 drops of Geranium to 1 tbsp. Sweet Almond Massage Oil. Diffusing the ie: Sleep blend will create a haven for sleep."

AUSTRALIAN-MADE/STRONG RETAILER FOCUS

Consumers preferred to buy Australian brands before and during the Covid-19 pandemic and we are seeing that they are continuing to do so, says Maroussis. “In Essence is an iconic Australian brand and the fact that our products are TGA-listed and of the highest quality is very important to Aussie consumers. But we plan to have more of a global presence in the future. New Zealand and China are already two of our best international markets.”

In Essence products are available online but looking after key retailers remains a top priority for In Essence, she says. “Every new retailer receives a gift of a blend and we offer extensive education tools to their service teams and to consumers. We also organise in-person training and they can also pick up the phone at any time if they need any query answered.”

IN ESSENCE - FAST FACTS

• In Essence was founded in 1986 and built up an unrivaled reputation for its healing and lifestyle essential oil products.

• Heritage Brands, the entrepreneurial beauty and wellbeing company whose portfolio includes more than 20 household name brands such as Australis, Innoxa and Cedel, acquired In Essence and Oil Garden from Australian Natural Brands in 2012. The acquisition made Heritage Brands the market leader in the aromatherapy category in Australia.

• In Essence sources oils from a network of farmers and producers committed to supplying authentic, unadulterated oils for medicinal use in Australia and from around the world. All products are cruelty-free and not tested on animals.

• All In Essence oils are bottled in Victoria after undergoing a stringent quality assurance program.

• Core product ranges include - ie: natural effective relief, which treats 11 major concerns from colds and flu to sleeplessness, Lifestyle Blends such as Harmony and Relax, Exotic Blends, the Australian Native Collection, the Australian Native Landmark Blends, Carrier Oils and a range of 8 diffusers.

For more information, go to www.inessence.com.au. Always read the label and follow directions for use.