Voice of the Industry

"The effect of aromas in beauty is not quackery, they have a concrete ability to impact the body," says expert

By Michelle Yeomans

- Last updated on GMT

"The effect of aromas in beauty is not quackery, they have a concrete ability to impact the body," says expert

Related tags Organic food

That expert is Tyler Heiden Jones, president of the revolutionary organic beauty brand Intelligent Nutrients, who reveals that the company’s newest in store experience; a bio feedback machine, can scientifically show the instant impact aromas have on energy levels in the body.

In this, the sixth edition of Cosmetics Design's 'Voice of the Industry' series, the buoyant self-confessed marketer at heart discusses the brand’s innovative work with aroma therapeutics and how a shift in the industry has meant that the ‘crunchy granola’ consumer is no longer the only one likely to invest in organic cosmetics.

For years we’ve seen medicine as well as cosmetics and even philosophy of the East merging with the West, I would argue there’s not much new there,” ​he points out to this publication.

“But, what makes us different is that we are not taking the traditional approach to aromatherapy, we are taking the traditional principles and re-interpreting them for today’s consumer in virtually every product we manufacture,” ​he adds.  

The chat comes after the brand founded by Aveda creator Horst Rechelbacher recently opened its first flagship store in Minneapolis offering the in store experiences along with organic product ranges sourced from the CEO’s farm in Wisconsin.

Unique in store experience offers what online doesn't

According to Jones, the idea for introducing the alternative treatments in store is an effort to offer the consumer what the online forum can not, and that the opportunities are endless in offering personable experiences to the consumer that complement the brand's range of natural skin and hair care products.

In this instance, the bio feedback machine he says, scientifically shows consumers the immediate impact aromas have on the body's energy or overall psychology, by graphing the energy levels throughout the body, before and after smelling an aroma. 

"It's not just quacky science, it really has a concrete measurable ability of how it impacts the body and it becomes a personal experience for the consumer as we are able to tell what aroma most suits them from the effect it has on their energy levels," ​he explains.

"We also offer an oxygen bar infused with the aromas, so if your energy level is low or jetlagged we can concoct many different aromas to create an impact to your wellbeing which takes less than 5 or so minutes to inhale​," he adds.

A mental shift towards organic products

On inquiring if the consumer is willing now more than ever to invest in the pricier than average greener product, Jones says; “I would have argued that five years ago beauty products like this would have been too early,but consumers are rising up and demanding change, particularly in terms of transparency.”

The industry veteran has been working with Intelligent Nutrients just over a year now but has had long stints with brands like Estee Lauder whereby his role has been to look at what’s trending, where consumers are going and ultimately how to translate ‘out of the box’ ideas so that they are relevant to today’s consumer, in order to penetrate the noise and get their interest.

On being approached by Horst to work for the brand I looked outside of cosmetics to see where trends are going because we tend to become myopic and found the US organic food industry grew from a billion dollar to 37 billion in little over 10 years and half of those years were a recession​,” he adds on the matter of the segment evolving.

Further noting that consumers are spending 20 to 25 percent more on organic produce verses conventional "which tells me there’s a major shift or a tipping point in cosmetics."

Here, Tyler further discusses the challenges of setting up the company's New York flagship store, the possibility of introducing in store guest therapists, alternative treatments and the brand’s plans to expand in Europe and Asia...

If you see yourself as an industry expert and would like to take part in a ‘VOI’ series on a key issue please contact us via the editor button below for consideration.


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