Summer 2007

Lapping Up Luxury By Heather Johnson Durocher

Sweet Smells, Sweet Scents

Retailers and manufacturers list these trends in aromatherapy:

Shea butter products sell. “It’s a little bit heavier than regular lotion, but it’s not as greasy,” says Jennifer Kirkwood, owner and founder of La Dolce Diva. “I would say that is my top product.”

Gourmet scents (think chocolate, vanilla and almond biscotti) are a hit. They provide a feeling of comfort.

Tried-and-true scents, like lavender and chamomile, remain strong choices. “It seems to be that most people understand the role of lavender, but not many know the roles of the other herbs and scents. So we stick to lavender and chamomile with our product line,” says Amy Ryan, of Kits ‘n Kaboodle Inc. “Even if the average person does not know what chamomile does, it is a wonderful scent.”

Organic is the rage. For a true aromatherapy product that’s not watered down, John Harding, owner of Nantucket Natural Oils, says retailers should consider going organic. “The future of essential oils is not essential, but organic essential oils,” Harding says. “Actually, I shouldn’t say it’s the future. It’s right now. It’s happening,” says Jane Diokas, who along with her daughter Brooke operates personal care product company Jane Inc., of Richmond, CA. “I believe that spa product trends that you will see in the future is a much wider use of essential oils, and elimination of parabens (preservatives) in products as well as in increased use of more and more exotic ingredients.”

Heather Johnson Durocher

Durocher is a northern Michigan-based journalist who writes frequently about business for newspapers and magazines. She has contributed to USA Weekend, Woman's Day, Parents and American Baby. Visit her website at HeatherDurocher.com