 By Terry Johnson, Marketing and Business Teacher From Flowers to Well-being in a Changing Consumer World Beginning in February there are a series of five US holidays in a four-month period that contribute a huge percentage to retail florist’s annual sales. This is important because florists sell flowers which, in a marketing sense, is similar to those selling the essences of flowers. Here is a breakdown of those five holidays this year with their dates and how they rank among all yearly holidays: February 14 Valentine’s Day #1 March 8 International Women’s Day #7 April 5 Easter #6 May 10 Mother’s Day #2 May 25 Memorial Day #5 These five holidays represent as much as 60% or more of total annual sales for retail florists and are opportunities to sell your health-related natural essences (and/or gift cards) to consumers who generally consider health a top priority in 2026. Key 2026 consumer concerns include: Mental Health: Mental health remains a top priority. Stress, anxiety, and sleep issues remain major concerns for consumers. Why is this important for those selling natural essences? Because we have products that not only can help with these important issues but can also be natural alternatives to strong pharmaceuticals, not to replace strong medication necessarily, but to help prevent consumers from having to take them in the first place. Value and Quality: Consumers’ budgets are currently thinner when it comes to anything they want but don’t need, so you should develop marketing and sales strategies to convince them they need your products for their good health for a lifetime. Human and Natural Connections: Despite digital and virtual adoptions, consumers are still worried about the erosion of the Human Connection and are increasing looking for natural options in the products they purchase, so make sure your website, your products and all forms of communication with consumers reflect your commitment to balance technology with nature and humanity. Here’s what a major US retail said about today’s consumer focus on health: "We see a broader shift towards holistic health as consumers recognize that health is multifaceted, encompassing not just diet but also lifestyle and overall well-being. We also know that consumers are increasingly looking for ways to integrate health and wellness into all aspects of their lives. Since diet, lifestyle and overall well-being are top of mind, brands and retailers that recognize and respond to this comprehensive view of health will be better positioned to meet the evolving needs of their customers." Take advantage of these coming holidays to get the message out that giving gifts of health will provide wellness benefits to their loved ones while helping them Reconnect with Nature.
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 By Creezy Courtoy, IPF Founder and Chair, Anthropologist, Historian and Olfaction Trainer No Sense is More Important than the Olfactory Sense! I really want you to understand that a perfume is not only a smell, it is much more than that and everyone should really know this before learning to become an olfaction trainer, an aromatherapist or a perfumer. When you smell a perfume: -going through your brain, it creates memories and sensations. -it has an action on your nervous system, regulating organs. -it is also a gas and what we breathe has immediate access to our blood. While penetrating through the thin membranes of our lungs, fragrances and perfumes reach the bloodstream much more quickly than the absorption of matter by the digestive tracts. -it influences your hormonal system -it acts on your organs through your nervous system -in the bloodstream, it participates to the irrigation of your organs -it can also modify your DNA and your cell's organization Digestion and the breaking down of solids, like medicinal pills, take much more time reaching the bloodstream, as the absorbed solids must be digested and pass through the thick intestinal wall. These are the reasons making a perfume or blending essential oils has responsibilities. When you teach olfaction training, when you train yourselves, when you create natural perfumes or when you blend essential oils, always study the particularity of the oils. Do not use products without knowing their origins. Olfaction can be dangerous. With essential oils, you can always find data and talk to the person in front of you. With synthetic substances you have no historical data like we have for flowers and plants. Natural Perfumes are more expensive but it is worth to consider !  Perfume, by simple olfaction, sends messages to the nervous system, especially, to the area called "the big sympathetic" which plays a very important role in the maintenance of the health balance of humans.
The nervous system is the supreme organizer of matter, where life emanates. Its actions spread to all the organs where it regulates the different functions to achieve this harmonious whole that is the human body. Besides, it assures the defense of the organism in protecting the body from external attacks. ”The big sympathetic” is made of a double chain of joint ganglia, situated at each side of the backbone. From these ganglia emerge many nerve connections terminating at the vegetative life organs: liver, spleen, lungs, heart, blood vessels, etc. In some regions of the body nerves also form real networks, and insure the communication of the big sympathetic with the central nervous system. The nervous system presides in exchanges, warns of failings, provides the various organ needs and rescues those that are threatened. It directs the natural defenders: the white blood cells or leukocytes, also called phagocytes. The stronger the microbial attack the stronger the defense. Different conditions, by their suddenness or duration, can cause an abrupt disruption in the balance of the nervous system and also on the entire organism. A failing nervous system can occur in different ways: tiredness, insomnia, unaccustomed emotional stress, sudden weight loss, or an uncharacteristic tendency to exaggerate or discourage. If, at this moment, a bacterial attack occurs, the nervous system would not have the necessary strength to fight it. Within the nervous system is the autonomic nervous system, which then contains the sympathetic and parasympathetic nervous systems. These two systems are involuntarily, meaning our body does not have control over what it is being performed. The sympathetic nervous system is known as “fight-or-flight”, while parasympathetic is known as “rest and digest”. Even though they are different, these systems still work hand in hand with one another to help control the way our body works. Sympathetic is almost like an alarm clock, as it arouses the body and stimulates the nerves to start working. On the other hand, parasympathetic helps calm the body down, as it brings the body back to its normal state. Natural essential oils can rebalance your nervous system, therefore it is important to learn aromatherapy and olfaction training before learning natural perfumery. If you want to learn more about the importance of your olfactory sense, if you want to learn how to train, preserve or restore your olfactory sense, enrol for Creezy Courtoy's 8 weeks Olfaction Course. |
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