By Terry Johnson, IPF Vice Chair and Business and Marketing Expert in the Natural Perfumery Environment
When great people pass, we often reflect on what made them great in the first place. I say this having seen the widespread tributes and sympathy for Britain’s Queen Elizabeth II, who passed away after 70 years on the throne; which begs the question:
How will your Natural Essence business be remembered?
Will your business have a positive legacy because of where and when you began your business? Or how much money your business made?
Or will it be because what you did with your business made the world a better place for it being here?
The driving force behind a memorable business legacy comes from starting with a clear Vision/Purpose that includes what you believe will make the world a better place, and then successfully executing the Mission based on your Vision to make the world a better place.
Everyone in the Natural Essence Community should consider the amazing opportunities we have to demonstrate to consumers how valuable Natural Essences and products made from Natural Essences are to consumers. Consumers will appreciate how much these Natural Essences contributed to their long-term wellness and well-being and will be far more likely to develop strong, lasting brand loyalty to those who provided them with superior products and services.
Here are several Action Steps to help you achieve a memorable business legacy:
1. Understand and Follow the New Luxury Code of Respect.
The New Luxury Code is a great starting point because it continually reminds us of the importance of respect, beginning with self-respect and then expanding outward from there. Mutual respect between members of the High-Value Natural Essence Community is necessary for development of better working relations and supply chain efficiencies within the entire Community.
2. Be the Expert in your Community
Now more than ever, consumers are looking for ways to improve their well-being for themselves and for their families. The pandemic has changed consumer purchasing behaviors and preferences creating opportunities for everyone in Natural Essences. This means first educating yourselves and then passing on what you’ve learned to the communities you do business with. If you haven’t already, head to IPF’s Teacher’s Academy for up-to-date courses to educate yourself so that you can effectively teach others.
3. Pass on the Fascinating Heritage of Natural Essences
Those who read Creezy Courtoy’s The Perfume Roads understand the tremendous impact perfumes and other natural essences have had on human wellness worldwide for millennia. Much of this heritage is in danger of being lost forever, and it should be the responsibility of the Natural Essence Community to preserve this heritage and educate consumers of its importance.
4. Support Our Bees
What will be our legacy for children and grandchildren if we leave a world to them without flowers?
Flowers and plants largely depend on pollination for their survival, yet despite this fact bees are being threatened and need to be protected, made healthy, and kept busy. Get to know more about bees and their importance and then educate consumers on how vital bees are to our future and what they can do about protecting them. (Creezy, we really need a TA course on Bees, Beekeeping and Bee Activism!)
Without bees, we have nothing.
5. Make an impact by Selling Superior Products!
No one should expect consumers to have a superior experience from using products that are not superior to begin with. On the other hand, products that provide superior results are always remembered! Your Natural Essence business has the power to touch and influence many lives and making a conscious effort to sell superior products assures your business will remain relevant and impactful with consumers in the long term.
Enroll for a Business and Marketing Course in the Natural Perfumery Environment with Terry Johnson
Sri Kudaravalli's Interview by Françoise Rapp
What inspired you to become a perfumer?
The joy of delightful smells and a good nose. To express myself in a different language. Speaking through perfumes as perfumes can replace words. When created from love with intention, attention and the right ingredients, perfumes have the power to impact a person in a positive way.
How did you start? What courses have you followed?
I started reading first - books, online. Then I talked to some Indian perfumers and gained more knowledge. Later I came across the Natural Perfumery Teacher’s Academy online courses for French style natural perfumery. I really like how the curriculum is structured. It is obvious that a lot of thought went into designing the courses. It’s a full spectrum curriculum that includes - gardening, oil extraction, perfumery, aromatherapy, perfume history, olfaction to marketing adhering to IPF’s New Luxury Code. They pack a lot of punch in the short format courses and the information is very practical and actionable. The courses broadened my horizons and I picked up a lot of knowledge in a short period of time and was able to design products and create my brand. For anyone wanting to learn natural perfumery, the ancillary information and is environmentally conscious, it's a good place to start. The faculty is friendly, kind, and knowledgeable.
What made you decide to create your brand?
Several factors. As you know, we all went through a very difficult pandemic, the past two years, and many people are still experiencing a deep sense of isolation, fear and uncertainty. I asked myself what would be the role of a perfumer? How can I contribute? How can one help restore some sense of well-being?
In this context, I would like to quote an ancient perfumer from India - Gangadhara, 1500 years ago, said:
“The final goal of perfumery is to infuse semi-divinity within us and elevate our mind by freeing it from the mundane worries of the world."
So, I feel as perfumers we have a certain responsibility to help people cope with everyday post-pandemic life, and it was in that spirit, Xila Apothic, was created.
To me a brand is not just about selling products. It's about what you stand for.
Xila Apothic is not just about perfumes - it introduces people to a way of life. Brand is a unique expression of you - your values, belief system, culture, a community of people with shared interests and rituals. It is a way of self-expression.
What made you participate in the New Luxury Awards competition?
I wanted to challenge myself. I think taking action is key to success. Entering a competition forces you think through things and paves way for smart and hard work. It stretches you and nudges you out of your comfort zone. In the process, you discover new facets of yourself and your strengths.
What was your feeling when you came to Paris and received the New Luxury Award?
It was very gratifying. A validation that belief in one-self and focused hard work pay off. I would like to thank Creezy Courtoy, IPF Chair, for creating this platform to showcase our talent and for encouraging natural perfumers. I would also like to thank the faculty at the Natural Perfumery Teacher's Academy for their guidance.
What has happened to you since this?
New opportunities are knocking on my doors, including investors and clients.
We are launching a new product line for the upcoming festive holiday season starting from September 2022, besides what is already available.
Social Media: @XilaApothic
by TERRY JOHNSON,
Vice Chair International Perfume Foundation & Marketing Expert
Make no Mistake; Selling to Consumers Today is as Difficult as it Has Ever Been, and it Doesn’t Appear it Will be Easing up Anytime Soon.
With competition so strong from large brick-and-mortar retailers as well as rapidly growing online retail activity, continued success for high value retailers will increasingly depend following these three basic value-marketing fundamentals:
The New Luxury Code is about recognizing and acknowledging the value of ourselves and the world surrounding us.
It is a continuing reminder of what is important to respect and why; and because of its importance, the New Luxury Code should be part of the value proposition of everyone involved in the high value essential oil distribution chain community from seeds to consumers.
How Can High Value Retailers Express Their Respect for Consumers?
Make sure your customers and the rest of the high value essential oil distribution chain community get the respect they deserve by following the New Luxury Code.
Terry Johnson will be teaching marketing starting February 2022