Commodities International Domestic Market How Aroma Zone French Pioneer Of Aromatherapy Structures Its Growth

A study published in 2021 by PPAM France, the national union of perfume, aromatic, and medicinal plants, estimates that the market for aromatherapy, the use of aromatic compounds in plants, is 30.5 billion dollars worldwide. According to a study, 50% of French people have already used aromatherapy, and 99 percent of consumers who have tried it say they are satisfied with it and would advise others to do the same.

The main focus of Aroma-Zone, which was founded at the end of the 1990s with the intention of precisely documenting and educating on the topic, is aromatherapy. After twenty years, the Vaucluse SME has transformed from a pure player to a model that also depends on a physical presence through a network of stores, twelve in total with the opening of a space in Nice at the beginning of 2023.

Bottom-up strategy Sabrina Herlory inquires, "We sell products, yes, but our main product is advice. This former L'Oréal and Mac executive joined Arome-Zone in the fall of 2021 and has since taken the helm of the SME, which was previously a family-run business. This change in leadership comes after another significant, capitalistic change, the June 2021 acquisition by Eurazeo of an investment totaling 410 million euros, which marked the start of another major shift in the organization of Arome-Zone.

sufficient to support aspirations. The manager of the company explains that advice is the foundation of the business and that he welcomes the return of "common sense," which he sees as a sign of a new era that fits well with Aroma- Area.

"Unlike the traditional world, which is organized around markets, Aroma-Zone is fueled by enduring communities that have grown naturally over time. We ensure that we respond to the demands made by our communities as they express themselves.

Thus, the company's decision to develop food supplements for animals or a CBD-based product was the result of listening to needs rather than creating them. Sabrina Helory puts it this way: "We have a bottom-up approach.".

At Aroma-Zone, the creation process is always the same: the identified need motivates the internal laboratory to become interested in and knowledgeable about all the international literature on the relevant plant. The country in which the plant contains the most active ingredients, or terroir, is the next thing we examine.

Then, we seek out producers, and let's consider how we can work together, says Sabrina Helory. who prefers a collaboration with a production that will be quickly used up and out of stock over choosing a more numerous but lower quality production, prefers the quality of the production over the quantity.

"The day we water down the formulas and lie to the consumer is the day we lose ourselves.". Share information Aroma-Zone, which declares to be the top online retailer of skincare, wants to "keep (its) compass" in place.

Arome-Zone, which aspires to maintain its core values and whose strategy is to remain an "exceptional" player in e-commerce, describes itself as a "Wikipedia of beauty, health, and natural well-being" and has expressed a persistent desire to "transmit digital knowledge.". Because "our communities are asking us to do so," the SME, which is highly structured and focused on growth on the domestic market, is becoming increasingly interested in the international market, where it already generates 15% of its turnover.

A winning strategy is not altered. In addition to China, Singapore, Taiwan, North America, and Sabrina Helory's revelation that Saudi Arabia ranks as the sixth country where products are purchased, Aroma-Zone also sells in those regions.

In the near future, Belgium will be targeted; the site's translation, which is not yet the case, will enable the French company to be even stronger in the export segment. Continental Europe is being targeted, in particular Italy, Spain, Switzerland, or even the United Kingdom, which represents the seventh buyer country. Supporting transitions The physical network in France will inevitably be strengthened because, in the words of its CEO, "it is undersized" and because "reinvesting in city centers is a way to participate in their redensification." This is confirmed by the opening of the store in Nice.

The year 2023 will also be used to reflect on new verticals that the communities have suggested. Aroma-Zone is attempting to reduce waste as much as possible.

Although the pioneer of DIY (Do It Yourself or Do It Yourself) emphasized that "we are not yet finished on this subject," she also instructed her clients to "finish using the products started in order to not spoil them.". According to Sabrina Helory, "accompagnating everything with joy and not making people feel guilty is what facilitates transitions.".

300 people are employed by Aroma-Zone, which had a 2022 revenue of 100 million euros. The business, which claims 1,700 product references, also says 6,000 orders are placed each day.

The manager of the company explains that advice is the foundation of the business and that he welcomes the return of "common sense," which he sees as a sign of a new era that fits well with Aroma- Area.