For brief 5 I wanted mix technology and fragrance after doing so much research into the advancements. In brief 4 I found that aromatherapy was a rising aspect of the industry and that there was a huge demand for the natural healing properties of it. Aromatherapy is a holistic healing treatment that uses natural plant extracts to promote health and well-being. I wanted to focus my idea on aromatherapy as I thought it fit in well with my chosen theme ‘Natural Rituals’ as the ingredients aren’t synthetic or artificial but instead are completely natural. When I was researching, the insights I found showed that most consumers nowadays favor natural products over artificial, especially due to the rising number of people who are environmentally conscious and know the negative effects of using artificial products. In my primary research, I found that a large percentage of people would be interested in trying a product which could improve their quality of life, and this is what aromatherapy is useful for.
I analyzed data that showed there was a clear rising demand for aromatherapy with an accelerating market. By 2023 it will have grown by 3.9 billion dollars. I wanted to explore it deeper and see what aspect of aromatherapy is favored the most, this was diffusers and specifically ultrasonic diffusers. An ultrasonic diffuser is an aromatherapy diffuser that uses electricity to disperse essential oils into the air. This is where the base of my idea came from.
I want to further innovate the technology side of fragrance and focus on enhancing health and wellness for individuals who struggle mentally and physically. You can create your perfect mood with a diffuser which connects to your phone, then gently releases aromatherapy fragrances tailored to you.
In my previous research I did a lot around Gen Z as they are the largest consumers of fragrance. I found that a lot of the generation struggle with mental health and 91% said they felt high amounts of stress, which is another reason I wanted to look at aromatherapy as it could be very beneficial to this age group, but not only this generation.
The consumer for my brand doesn’t have a single age group but it made for the people who need it, for people who struggle with mental health like depression and anxiety and also physical such as headaches, pain, nausea. I wanted to make it a broad demographic because these problems aren’t limited to age, they can happen to anyone. My consumer wants to improve their health and wellbeing. They want time to wind down and relax to get away from their busy lives at home or work. They want to make whatever space they might be in their own and use the fragrances to personalize it, whether that’s an office, their bedroom, or wherever they want.
I made a consumer profile as an example of the type of person who would benefit from using the diffuser. A single mum who carries a triple shift of housework, caring for children, and working to earn money. She drinks wine alone late at night after she has put her kids to bed, cleaned the house, and finished any work she had to bring home from the day. She is always tired, struggles with back pain and headaches. She is stressed and finds it hard to sleep as she has so much on her plate.
My brand is called Athoma- which comes from mixing at home and aroma together. The words I’ve used to describe it are progression, tailored tranquillity, refreshing and reviving, uplifting, soothing, and opulent. With my product, you can dramatically improve your health and wellbeing, transform spaces with scents that coincide with your needs, track your progress on how far you’ve come from using the Athoma and there is also a shareable option to share what you are smelling with your friends or family if they own the device too.
The Athoma would cost £60 for the diffuser, charging cable, and 5 of the essential oil cartridges. For £7 a month you will receive 5 cartridges which you can choose after the app analyses which ones you have used the most. This is also reduced to £5 if you send the cartridges back so they can be refilled and reused, saving waste and becoming more sustainable.
Athoma would collab with Verma Farms, a CBD company. CBD has many health benefits which would be useful for the consumer of my brand. We would create another cartridge made from the organic, all-natural product and promote this to the consumer via the app and also on social media.
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