Natural Perfumery Academy
  • HOME
  • ABOUT
    • Mission
    • Why choosing us
  • Teachers
  • IPF CERTIFICATION
  • COURSES
    • Master Natural Perfumery
    • Natural Perfumery >
      • Perfumería Natural
      • Profumeria Naturelle
      • تعلّم صناعة العطور الطبيعية
    • Fragrance Brand Design
    • Natural Olfaction Training >
      • Entraînement du sens olfactif
      • Impara l’Olfazione
      • Entrenamiento del Olfato
      • Treinamento Olfativo
      • تدريب على الشم الطبيعي​
      • 学习嗅觉训练
    • Natural Aromatherapy
    • Perfumotherapy >
      • Perfumoterapia
      • 要成为一名香水疗愈师
    • Natural Skin Care
    • World Perfume History Course
    • Anthropology of Perfume
    • Learn Business and Marketing
  • MASTER CLASSES
    • Teaching Methodology
    • Natural Raw Material Extraction Methods >
      • ​Impara Metodi di Estrazione Delle Materie Prime Naturali
    • Natural Candle Making
    • Healing Gardening
    • Sustainable Oud MasterClass
    • World Perfume History Master Class
    • Perfume Design, Concept and Storytelling
    • Olfaction Training for Children
    • Accords - Chypre
    • Accords - White Florals 1
    • Accords - Fougeres and Aromatics
  • FRAGRANCE DEVELOPMENT
  • SPEAKERS
  • EXHIBITIONS
  • Partners
  • Blog
  • Contact
Teacher's Academy Logo

Blog
​

SUSTAINING MOTHER EARTH

31/3/2025

0 Comments

 
Learning Natural Perfumery
By Terry Johnson, Business and Marketing Expert and Teacher
Natural essences, and the flowers and plants they come from, are some of Mother Earth’s greatest gifts, benefiting human health and happiness for centuries. Knowing this, aren’t all of us who work with these essences obligated to ensure those benefits continue for our customers, ourselves, our children, and our children’s children? 

If you are interested in a more sustainable business, here are several steps you can take beginning today:
  1.  The first step is a personal commitment to sustainability. When we fly, the flight attendant always instructs us to first put our own mask on before helping others. Sustaining Mother Earth begins within ourselves. 
 
  2.  Next step is to make sustainability part of your Purpose Statement, Mission Statement, and Value Proposition and make sure everyone working with you understands your commitment and what it means to everyone else in the supply chain. 

 3.  Once these commitments are made, begin educating yourself on what sustainability really means for your business, the natural essence supply chain community, and most importantly for establishing and keeping customers for a lifetime.

Consumers prefer buying from companies that don’t just sell great products. They are also looking for authenticity, integrity, and transparency.  
Companies that work with growers and processors that are mindful of the air, water, earth, and the animals and plants that surround them, can help you build trust and confidence with consumers, which is why IPF and other leading experts in essential oils around the world developed Sustainable Essential Oil Standards (SEOS) in 2020. 
Real sustainability (rather than greenwashing or virtue-signaling) is far more comprehensive than just working with a single program that is environmentally friendly. 
SEOS breaks down sustainability into 5 Pillars and then expands each of these Pillars into 5 standards per Pillar, totaling 25 separate sustainable standards.
5 Pillars of Sustainability
Environmental Sustainability
Cultural Sustainability
Social Sustainability
Distribution and Labeling Sustainability
Economic Sustainability
Here is a list of benefits SEOS will bring:
  1. Giving voice to educated and informed Consumers who demand sustainability in the products they purchase.
  2. Healing the huge disconnect between the extreme ends of essential oil distribution from growers/processors on one end to retailers and consumers on the other end through shared values.
  3. Creating important value-added benefits to differentiate high-value essential oil products within the Natural Essence Community.
  4. Keeping flowers in natural essences worldwide which supports bees and other pollinators. 
  5. Making possible full transparency of the essential oil supply chain necessary for consumer confidence and trust.​​

You can find out more about sustaining Mother Earth in natural essences by visiting the SEOS website here:  https://www.essentialoilstandards.com/
 ​
0 Comments

BUSINESS SPRING CLEANING

28/2/2025

0 Comments

 
Perfume business
By Terry Johnson Business & Marketing Expert and Teacher
Green buds are finally appearing here in the Mojave Desert, a sure signal that spring is on its way! Temperatures are slowly rising, which means much more time outdoors but also reminding us that it is time for some serious Business Spring Cleaning.

Here is my spring-cleaning list of things to do:

1. Dust Off Your Business Plan
When was the last time you reviewed your business plan? If your business plan has been collecting dust, spring cleaning is a great time to give it the attention it deserves. Instead of a one-time exercise, think of your business plan as a tool that can help you reevaluate how you’re doing and where you are in your business. As small businesses constantly develop and change, unexpected things happen, and your business plan needs to adapt to these changes.  

2. Brush Up on Your Vision, Mission and Value Proposition
These important business tools are mechanisms that keep businesses continually focused in the right direction. Does everyone working with you within the natural essence supply chain thoroughly understand them including employees, your accountant, lawyer, banker, suppliers, and customers?

3. Do a Full Sweep of Your Customer List
As a small business, your customer list is likely one of your most valuable assets. Are you nurturing and caring for those customers as best you can, or are the responsibilities of running your small business keeping you too distracted? Spring is a great time to check in with customers, past and present. For those you haven’t served in some time, see if they need your services again. While cleaning up your customer list, you can also make a list of potential customers and try to secure new business. Remember, in these post-covid times everyone needs natural essences now more than ever.

3. Scour Your Books
Spring is when many small business owners are already getting their financial paperwork and tax documents in order, but it’s also an opportunity to take a step back and do a financial inventory. See where your business stands, review your revenue and expenses and identify areas where you can save. That could even include evaluating your current accounting processes to see if there are ways to make them more efficient. 

4. Clean Up Vendor Relationships
As part of your spring cleaning, take some time to reconnect with your various vendors to express how important they are to you and how you can work together to improve and develop even more valuable relationships going forward.

5. Spruce Up Your Marketing Strategies
Marketing is vital to any small business, and spring is the perfect time to examine and spruce up your marketing strategies. Like your business, marketing tactics are constantly changing, so you must consistently improve your marketing plan. You might research new marketing trends, take a deep dive into social media, or set up new marketing technologies . What marketing efforts are producing the best results? Consider eliminating and replacing any marketing strategies that have not resulted in expected revenues. 
Spring is a wonderful opportunity to refocus, reevaluate, and strengthen your business going forward for the rest of the year.

If you need assistance for your perfume business, follow Terry Johnson's course: 
Learn Business and Marketing in the essential oil environment.
​
0 Comments

PLANNING YOUR PERFUME ROAD

30/12/2024

0 Comments

 
Picture
By Terry Johnson, Business and Marketing Teacher
Another year has passed, and another has begun.  Last year is now history and time to reflect on what we have learned from the previous year that can be passed on by proper planning to those (including ourselves) who will benefit from that additional knowledge and experience gained in traveling on our own personal Perfume Roads.

Here are a few tips on planning this year’s Perfume Road journey:

Step 1: Thoroughly review last year’s goals, achievements, and setbacks and develop an overall evaluation of how the market may have changed during the year that might impact the coming year. What modifications to this year’s planning should you make due to achievements or setbacks you might have experienced last year? Set aside enough time to give your undivided attention to the project. The best way to ensure you’re dedicating the right amount of time is to schedule a time slot for every day over the course of the week. 

Step 2: Review your Purpose/Vision, Mission Statement and Value Propositions which are your blueprints to stay on course traveling your Perfume Road. Did you stay on course to fulfil your Mission and Purpose for the year? Is it time to get back on track?

Step 3: Incorporate your past years’ history and experience as well as the history of perfumes into your marketing strategies going forward. Friends and relatives from outside the natural essence community ask me why it is so important to educate consumers about the history and culture of natural perfumes and essences. Besides the fact that perfume history is important human history, understanding our perfume past helps us properly shape the future through effective planning, successful marketing, and giving more meaning to consumers about how important natural perfumes and essences are in their personal lives.
 
Creezy Courtoy’s beautiful book The Perfume Roads and her excellent IPF Teacher’s Academy course World Perfume History Course teach us about the importance and value of the culture and heritage of natural perfumery.
​What those ancient Perfume Roads created historically has a direct and important link to what we did last year and what we will be doing this year and beyond. This is because we are still on those Perfume Roads that will lead us to a better world for futures generations, and your business success will benefit from the efforts you make today in planning your Perfume Road journey going forward.
To find out more about world perfume history, visit this link.
 
 

0 Comments

DELEGATING TEAM RESPONSIBILITY

30/11/2024

0 Comments

 
Delegating Team Responsibility
By Terry Johnson, Natural Perfumery Business and Marketing Expert 
When most natural perfumers start perfume businesses, there is generally only one person involved doing every business activity. This means all responsibility and authority rests with one person. If a one-person business is the plan, then all is fine. If, however, a natural perfumer wants to take full advantage of the growing consumer interest in natural perfume or natural aromatherapy and significantly grow their business, they will have to make the decision to develop a team to professionally carry out all of the growing business functions. 

Here are some fundamentals every growing company needs to consider on team delegation:

1. Make careful choices for every person added to the team, including looking for indications of experience in team play. For example, ask if they have ever played on a sports team and  enjoyed it.  

2. Ensure each member of the team thoroughly understands the company’s Mission, Purpose/Vision, Value Proposition, and policies, and how important their job is in fulfilling these fundamentals. Develop a company manual containing these fundamentals and policies and give the entire team regular access to them, reviewing the manual with everyone periodically.  

3.  Assign each team member’s responsibilities with some appropriate authority. It is quite easy to delegate responsibility without authority - just tell one of your team to do something. It is not as easy, however, to properly delegate responsibility that includes authority. Delegating responsibility without authority can result in failure, team disengagement, and even resentment, and is also known as "dysfunctional delegation." Proper management practices necessitate clearly stating the lines and limits of each team member’s authority and responsibility.  

4. Review each team member’s job performance and knowledge of fundamentals periodically and continually re-focusing on your team regarding your purpose, mission, and value proposition. This keeps the entire team on the same page.  

5. Manage the team with balance between ignoring or hovering, and monitor team performance without undermining employees. Remember, team members may do things a bit differently than you would do yourself, but that is part of the give-and-take nature of team delegation of responsibility.

Want to learn more about operating a business and marketing natural perfumes and essential oils?
Sign up for Business and Marketing in the Natural Essence Community.

0 Comments

POWER MARKETING

29/10/2024

0 Comments

 
Natural Perfumery Power Marketing
By Terry Johnson, Business and Marketing Expert
In the vibrant world of perfumery, new brands and budding perfumers often find themselves looking toward established giants like Chanel for inspiration. However, it's crucial to remember that these iconic brands have spent decades cultivating a rich cultural legacy that goes beyond just the fragrance itself. Consumers are drawn to these brands not only for their scents but for the stories, emotions, and the status they represent. In contrast, the realm of natural perfumery offers a unique opportunity for emerging brands to carve out their niche and promote powerful brand differentiation  through authenticity, effective storytelling, engaging senses, deep connectivity to sustainable ingredients, and strong community relationships.

The Importance of Authenticity
In today's market, consumers are increasingly discerning, prioritizing transparency in the products they purchase. Natural perfumes, which often contain sustainably sourced ingredients, resonate with health-conscious consumers seeking authenticity. Brands can leverage this by being open about their sourcing practices, ingredient origins, and production methods. This transparency not only builds trust but also creates stronger emotional connections with consumers who value sustainability and ethical practices.

Crafting Compelling Stories
Storytelling is a powerful tool in marketing, particularly for natural perfumery. Each fragrance has  stories to tell, be it the inspiration behind the scent, the journey of its creation, or the cultural and significance of the sustainably created ingredients used. By weaving these narratives into their branding, new perfumers can create a rich tapestry that engages consumers on deeper, emotional levels. This approach not only differentiates their products from mass-market offerings but also fosters a sense of community and shared values among consumers.

Engaging the Senses
Natural perfumes are unique in their composition and often offer sensory experiences that differ vastly from synthetic fragrances. Power Marketing strategies should emphasize the sensory journey of product: how they smell, how they feel on the skin, and even the emotions or states of wellbeing they evoke. Engaging consumers through sensory experiences can be achieved through various mediums, including samples, immersive store displays, and tailored online experiences that allow potential customers to explore the fragrances in meaningful ways. 
Natural Perfumery Marketing
Building Community Connections
Community engagement plays a pivotal role in the Power Marketing of natural perfumes. By fostering connections with local artisans, suppliers, and even consumers, brands can create  strong support networks that enhance their authenticity. Hosting workshops, pop-up events, and collaborations with like-minded brands can help engage and build loyal customer bases that feel personally invested in the brand's success. This sense of community not only promotes word-of-mouth marketing but also reinforces the brand's commitment to ethical and sustainable practices.

Finally, as the natural perfume market continues to expand, Power Marketing will be crucial in distinguishing new natural brands from their more established synthetic counterparts. By embracing these power principles, new perfumers can effectively resonate with a growing consumer base that prioritizes sustainability, health, and emotional connections in their purchasing decisions. With a thoughtful approach to marketing, the world of natural perfumery holds immense potential for innovation, creativity, and meaningful consumer relationships for a lifetime.
Focusing on these core Power Marketing elements will provide new brands in the natural perfumery space with the tools to set themselves apart and thrive in an increasingly competitive market.

If you want to know more about marketing your perfume our your essential oil business, enrol for Terry Johnson's Business and Marketing course.
0 Comments

Lifetime Learning and Teaching

28/9/2024

0 Comments

 
Picture
By Terry Johnson, IPF Vice Chair and Business & Marketing Expert 
Don’t wait for opportunities in the distance but recognize them and embrace them  right where you are!                                                                                                                                                                                                                                                  
One of the biggest mistakes businesses make severely limiting their success is stopping the learning process after a certain level of business experience is achieved. It’s as though once they  figure out how to make their business work initially, they don’t believe any further training or learning is valuable or necessary.
In contrast, if there is one attribute that all successful businesses have in common, it is having the ability to continuously learn and then teach what they have learned to others needing that information for a lifetime.
So, who should we be learning from and teaching to, and who benefits from these learning and teaching processes? Everyone in the Natural Perfumery supply chain including:
  • Consumers
Absolutely the number one priority for the learning and teaching process should be aimed at consumers, since they are the least knowledgeable of any other link in the supply chain to just about everything related to Natural Perfumery.
  • Employees
As businesses grow, so does the need for additional employees who need to be continuously trained in the business’ vision, mission, and value proposition and how they can positively contribute to the success of the business.
  • Growers and Processors
As with consumers, growers and processors are generally in the dark when it comes to knowledge of who they are really growing flowers and plants for. Most growers believe they are growing for their customers, which is true, but they are really growing for consumers who have specific expectations from the products they purchase, such as quality and sustainability.
  • Other Natural Perfumers
Nothing builds professionalism and success more than having the ability to teach what you have learned about Natural Perfumery to other perfumers needing this valuable information. This is how Natural Perfumers can build a healthy and profitable business, and a strong Natural Perfumery community.

Action Steps all Natural Perfumers should consider: 
1. Decide what content you should be teaching, to whom you will teach it to, and by what method(s). 
2. Determine the best content to learn and where that content will come from. Sources of learning can come from a variety of places within the Natural Perfumery Community, and each Natural Perfumer should learn as much as possible about what makes Natural Perfumery as valuable to consumers as it is.  
Two courses from the IPF Natural Perfumery Teacher’s Academy immediately come to mind: World Perfume History, and Teaching Methodology. Both courses are taught by IPF Founder and Chair Creezy Courtoy, and you can find the teaching methodology course here: https://www.teachers-academy.org/masterclasses.html
and the World Perfume History course here: https://www.teachers-academy.org/courses.html
3. Don’t wait for opportunities in the distance, but recognize them, and embrace them, right where you are! 
0 Comments

PACKAGING: turn a P.U.P. into a Prize!

29/3/2024

1 Comment

 
Picture
By Terry Johnson, Perfume Business and Marketing Expert and Teacher
“Precious Things are Without Value to Those Who Cannot Prize Them.”
  The Rooster and the Jewel-Aesop’s Fables
After talking to Natural Perfumers or reading their website content over the years, its completely clear to me that Natural Perfumers are universally passionate about their perfumes. And why shouldn’t they be?
Fine Natural Perfumes, like fine wines or fresh flowers, are truly alive and precious - each in its own way!
Yet, many potential Natural Perfume consumers act like the rooster from the Aesop’s Fable above: Upon finding a jewel on the ground, the rooster declared that he would rather have a single grain of barley than the jewel. The lesson for Natural Perfumers? Consumers will always purchase what they consider valuable and meaningful to their lives.
The challenge for Natural Perfumers today is to use the same passion they applied in creating their Precious Undervalued Perfume (PUP) into developing a Perfume Value Package that will be appreciated and prized by consumers for a lifetime.

So, how do Natural Perfumers turn their “PUP” into a Prize?  Here are some suggestions:
​
  • Let consumers see your beautiful perfumes as they really are. This means using clear glass bottles, rather than colored or non-transparent ones.
 
  • Put your passion to work on developing perfume bottles that will be treasured by consumers.
 
  • When considering the sizes of Natural Perfumes to sell, keep in mind the passion and effort you went through to create your treasures using precious (and increasingly expensive) natural raw materials. Think of your perfumes as nature’s jewels and focus more on smaller-sized bottles, such as 10ml, 30ml, and perhaps as much as 50ml but no more. Consumers greatly value unique, small treasures they can proudly display, and you will be deftly differentiating your perfumes at the same time.
 
  • Price your precious perfumes from the value and meaning they represent to consumers. Most Natural Perfumes I have encountered are underpriced, sometimes greatly so. Most times the problem is because Natural Perfumers have a Precious Undervalued Perfume (PUP) and the only way they can sell a PUP to consumers (who aren’t aware of the total value of the perfume) is by pricing on the low side. This is why perfumers need to add significant value to their Perfume Value Package and then communicate and sell that added value to consumers at premium prices befitting a prized jewel.

  • Help consumers enjoy and be satisfied with the consumption of your perfume. For instance, how should they display and store your perfume? Like wine and fresh flowers, perfumes prefer cooler places with no direct sunlight. Consumers will appreciate the value of helping them enjoy the use of your perfumes. It is at this critical point-of-consumption where consumers decide whether to return for more.
1 Comment

BOOST YOUR PROFITS FROM AWARDS AND EVENTS

28/2/2024

0 Comments

 
New Luxury Awards 2023 Creezy Courtoy, Vedrana Perhoc and Françoise Rapp
New Luxury Awards 2023 Creezy Courtoy, Vedrana Perhoc and Françoise Rapp
By Terry Johnson, IPF Vice Chair, Business and Marketing Expert Teacher
​During 30 years as a marketing consultant, one of the most common mistakes I have seen businesses make has been failing to properly prepare for, attend, and follow-up from an awards or other event.
Yet natural essence events, such as the New Luxury Awards, Perfumery Congress or International Natural Perfumery Summit represent profitable opportunities to network, gain industry insights, and showcase yourself, your company, and your brand. 
For Natural Perfumers or Natural Perfumery Brands, proper event marketing management starts with the decision to attend. Ask yourself: Does the event have the potential to improve my brand? Can my attendance lead to greater and more profitable sales? 
Managing attendance at events properly allows you to reach these and other important goals. Remember, we are in the Natural Essence High-Value Market, where higher prices can be achieved by offering consumers more value. Event attendance demonstrates industry leadership, which has great value to customers looking for companies, people, and brands they can trust and have confidence in. Additionally, being nominated for or winning an award has tremendous consumer value to a perfume brand.
Here are several steps you can take to boost your profits from participation at an event:

Pre-event Planning for Success
  • Set specific goals for attendance including your purpose(s) for being there.
  • Develop a budget for the event as well as a corresponding forecast for sales and profit increases that will occur because of the awards event. Keep in mind that you should be working toward lifetime customers, not just one-time sales. Getting customers is important. Keeping customers is vital!
  • Have printed brand materials available. These could include articles that feature you and your brand, or shots from your website.
  • Develop and print answers to frequently asked questions (FAQ)
  • Some of these materials can be included in Media Kits you can make available during the event. 
  • Contact key people to set up meetings during the event.
  • Don’t forget to take plenty of your business cards and an ink pen or two. More than you think you will need. 

Event Participation
  • Give out and get business cards from everyone you meet. Make notes about what you discussed on the back of their business card after meeting them.
  • Remember, you are at this event to showcase you, your company, and your brand, and that means receptions and dinners should be all business!
  • Get photos or videos of yourself with groups of people. Make sure you get business cards from all the people in each photo. If they don’t have cards, put their name, title, and contact information on the back of your card. If someone takes a photo of you in a group, get their card and ask them to furnish you with the photo.
  • At the end of each day, review your notes, list who you contacted, and what you discussed, and ideas you have while they are still fresh in your mind.

Profitable Post-Event Strategies

Post-event follow-up is the most important part of event attendance, but it is also the least understood by most attendees. Many returning to work after an event fail to find the time to adequately follow up as they should for such a high marketing priority.
  • First, review all business cards and notes from discussions and then determine what follow-up should be scheduled.
  • Check your original list of contacts for the event. Schedule follow-up contacts for those you missed connecting with.
  • Write up follow-up stories in blogs and on website pages. Use photos or video you obtained from the event. Make sure you use names, titles, and organizations correctly.
  • Connect with any media you spoke with at the event. Will they be able to include you, your company, and your brand in a story about the event? Will you be able to get photos they took of you in a group with names, titles, and companies?
  • Measure sales resulting from event. Remember that sales strategies should be directed at getting lifetime customers, rather than one-time sales. One customer can represent thousands of dollars over a lifetime.
  • Finally, objectively critique your performance at the event. How would you improve your participation next time? 
Practice makes perfect.
0 Comments

POWERING UP YOUR COMPANY BRAND

31/1/2024

0 Comments

 
Picture
By Terry Johnson, IPF Vice-Chair and Business & Marketing Expert
“Smaller players must be brave enough to build a distinctive, even unconventional brand identity, rooted in the heritage and the know-how of their own brand. They must be bold enough to innovate with a disruptive identity and value proposition.”   Alessandro Balossini Volpe, Professor of Brand Management
                                                                                                                                                                                                   When discussing the word “brand” it is important to recognize that there are two different kinds of brands each having different purposes and both working together synergistically: Company Brands and Product Brands.
For large organizations such as Moët Hennessy Louis Vuitton (LVMH), branding gets quite complicated. They have their own LVMH Company Brand, Company Brands of the 75 companies they own, plus the Product Brands from all companies. 

For this article, we are going to focus on Company Brands for perfumery and essential oils brands.
Your Company Brand, whether it is your company name, slogan, logo, or other aspect of visual identity (such as the use of the New Luxury Code Logo), needs to be developed or redeveloped from your Value Proposition, which represents the promises of what value you will continue giving to the rest of the Natural Essence Community. 
Along with your Mission Statement and Vision Statement, your Company Brand should reflect those promises which will be fulfilled through the proper execution of your Business Plan.
When you read articles that feature some aspects of branding, it is important to know which type of branding they are discussing, since it is quite common to discover authors who use Company Brands and Product Brands interchangeably.
Since we are discussing Company Brands, here is a diagram of a recent survey on brand authenticity:
What Authentic means for Brands
How do we know if a survey is talking about Company Brands or Product Brands?
One clue in this diagram is to go down the list until you get to “Uses all natural ingredients”. Only 11% thought that natural ingredients were associated with authenticity. 
If this had been a survey about Product Brands, especially in natural essences, “Uses all nature ingredients” would have been near the top if not the top choice. But in this survey, it only rates 11% because they are responding to questions in authenticity of Company Brands.
Powering up your Company Brand presents an opportunity to revisit your Value Proposition to strengthen the value your Company Brand through improvements in messaging between your company and everyone you have contact with.

Who should you communicate with about the value of your Company Brand?
  • Customers
  • Employees
  • Suppliers
  • Your local community
  • Legal
  • Accountant
  • Bank
  • Insurance companies
  • The media 
If you want a dynamic company culture that attracts and retains top talent; if you wish to achieve great relationships with and respect from those you deal with, power up your Company Brand and enjoy the positive results it produces.

Terry Johnson is teaching Business and Marketing, an essential course for developing a successful perfumery or essential oil business.  ​
0 Comments

High Tech / High Touch

28/9/2023

0 Comments

 
Tree and tree girl
By Terry Johnson, IPF Vice Chair and Business and Marketing Expert
In 1982 John Naisbitt wrote a huge, best-selling book entitled Megatrends: Ten New Directions Transforming Our Lives.
​Of the ten Megatrends, the one most followed by the business world over the past 40 years is High Tech-High Touch. Naisbitt explained that in times of rapidly increasing High Tech, there will be a corresponding and increasing need to provide balance with High Touch. 
There is little doubt that during the past 40 years since Megatrends was written, technology has literally exploded and has continued increasing at a rapid pace. That High Tech explosion, however, continues to outpace High Touch creating imbalances with consumers.  
This situation greatly expands the need for more connectivity to the natural world and presents us a wonderful opportunity to restore balance in people’s lives by replacing things that weaken their immune systems and raise stress levels with products that strengthen immune systems and lower levels of stress.

Suggestions for restoring the Natural Balance of Things:  
  1. To better balance people’s lives, first ensure your professional expertise is in balance by expanding your knowledge. For instance, if you are a natural perfumer, learning to be a natural aromatherapist (or the other way around) doubles your capacity to provide High Touch solutions to consumer problems through reconnecting them with nature.
  2. Follow the New Luxury Code. This code focusing on respecting ourselves and everything surrounding us should be part of all efforts to balance the continuing expansion of High Tech with respect for the High Touch of the natural world.
  3. Balance your internal needs (mission, vision, value proposition) with external focus on consumers who are looking for meaning and value in the products they purchase.
  4. Understand and apply balanced marketing, sales, and customer service strategies that properly communicate the value of your products for the restoration of balance in people’s lives. 
  5.  Begin engaging your local community with market messaging. What percentage of households in your community need High Touch balance? Quick answer: 100%!

In our times of rapidly increasing High Tech, it will most certainly be natural essences that restores the High Touch balance to the world.
0 Comments
<<Previous

    Archives

    June 2025
    May 2025
    April 2025
    March 2025
    February 2025
    January 2025
    December 2024
    November 2024
    October 2024
    September 2024
    August 2024
    July 2024
    June 2024
    May 2024
    April 2024
    March 2024
    February 2024
    January 2024
    December 2023
    November 2023
    October 2023
    September 2023
    August 2023
    July 2023
    June 2023
    May 2023
    April 2023
    February 2023
    January 2023
    December 2022
    November 2022
    October 2022
    September 2022
    August 2022
    July 2022
    May 2022
    April 2022
    March 2022
    February 2022
    January 2022
    December 2021
    November 2021
    October 2021
    September 2021
    June 2021
    April 2021
    April 2019
    March 2019
    July 2018
    June 2018
    May 2018
    April 2018
    March 2018

    Categories

    All
    Accords
    AFNOR
    Al-Andalus
    Alexander The Great
    Ana Elena Sastrias
    Ancient Egypt
    Andrej Babicky
    Angelina Padron
    Animal Cruelty
    Anne D'Autriche
    Anosmia
    Anthropology Of Perfume
    Arabia Felix
    Arab World
    Aristotle
    Aromachology
    Aromachology Course
    Aromachology Masterclass
    Aromatherapy
    Art
    Art Of Fragrance Extraction
    Asian Culture
    Autumn Poetics
    Autumn Scents
    Awards
    Aztec
    Balmain
    Barcelona
    Barolo
    Bath Salts
    Be A Successful Perfumer
    Become A Perfumer
    Become Aromachologist
    Bees
    Bees Mourning Tradition`
    Berries
    Be The Expert
    Big Sympathetic
    Biodynamics
    Black Death
    Black Tea And Rose Rose Sangria
    Blue Lotus
    Book
    Boost Your Profits
    Boost Your Profits From Awards And Events
    Botanical Musks
    Botanical Perfume
    Botanical Perfumery
    Botanical Perfumes
    Branding And Marketing
    Breathing Techniques
    Business
    Business And Marketing
    Business Of Perfumery
    Calculation Tables
    Caliph Haroun Al Rachid
    Candle
    Candles
    Catalunya
    Catherine De Medici
    Certification
    Certified Workshop
    CFL
    Chai Infusion
    Challenge
    Chanel
    Chanterelles
    Children
    Children Olfactory Sense
    Chinese Medicine
    Chocolate
    Chocolate And Scents
    Chocolate Ceremony
    Christmas Tree
    Christmas Tree History
    Church
    Chypre
    Chypre Accord
    Clean Living
    Colbert
    Company Brands
    Competition
    Conference
    Consumers
    Consumer Service
    Consumers For Life
    Cordoba
    Cosmoprof
    Coty
    Counting Drops
    Courses
    Covid 19
    Creezy Courtoy
    Creezy Courtoy Collection
    Cruelty Free Perfumes
    Crusades
    Culture
    Cyprus
    Develop Your Olfactory Sense
    Differentiate
    Dioscorides
    Distribution
    DNA
    DNA Reprogramming
    Do More With Less
    Dyeing
    Earth Month
    Eastern Culture
    Egypt
    Elisabeth Queen Of England
    Elodie Dupey García
    Emperor Akbar
    Emperor Nero
    Employees
    Enfleurage
    Enfleurage Workshop
    Engaging Consumers
    England Perfume History
    Environment
    Epsom Salts
    Esperança Cases
    Essences
    Essential Oil Business
    Essential Oils
    Estée Lauder
    Events
    Evil Is In Details
    Evolution
    Exhibition
    Extraction
    False Sense Of Smell
    Farmers Market
    Fetus
    Flowers
    Forest Scents
    Forsythia
    Fragrance
    Fragrance Design
    Fragrance Development
    Fragrance History
    Fragrances
    François Dalle
    Françoise Rapp
    Françoise Rapp
    Françoise Rapp
    French Perfume History
    French Perfumery
    French Perfumery History
    Fruit And Flowers
    Funeral Ritual
    Futur Of Perfumery
    Galen
    Ghost Smell
    Giorgio Armani
    Global Warming
    God Of Perfume
    Gold
    Gold Mining
    Grasse
    Greece Perfume Heritage
    Greek Heritage
    Greek History
    Grenada
    Gromwell Oil
    Growers
    Haroun Al-Rashid
    Healing
    Health
    Heart Method
    High Tech
    High Touch
    High Value
    Himalayan
    Hippocrates
    History
    History Of Musks
    History Of Perfume
    Homelearning
    Importance-of-olfaction
    Improve
    Incense
    Increase Sales
    India
    Installation
    International Perfume Foundation
    Ipf
    Ipf-certified-perfumery-school
    IPF Consulting
    Islamic Golden Age
    ISO
    Japan
    Jasmine
    Jewel
    John Naisbitt
    Josephine De Beauharnais
    Journal
    Kannauj
    Kids
    King Francois 1
    King Henri II
    King Louis XIII
    King Louis XIV
    King Louis XV
    King Solomon
    Label
    Lancome
    Launch In Paris
    Lavender
    Learn
    Learn Candle Making
    Learnenfleurage
    Learning
    Learning Olfaction Training
    Learn Natural Perfumery
    Learn Olfaction Training
    Learn Perfume Accords
    Learn Perfume History
    Learn Skin Care Online
    Learn The Perfume History
    Les-ateliers-des-petits-nez
    Lifetime Learning
    Lilac
    Lilac-essential-oil
    Lilac-flower-field
    Livre
    L'Oreal
    Lotus
    LVMH
    Maceration
    Made In France
    Magnolia
    Make Candle
    Make No Mistake
    Making Skin Care
    Mandatory
    Maria-rodriguez-genna
    Marigold
    Markers For Buying
    Market Info
    Marketing
    Marketing Course
    Marketing Expert
    Market Price
    Marquise De Pompadour
    Marvin Traub
    Masks
    MasterClass
    Master Natural Perfumery
    Meaning
    Medical Science
    Megatrends
    Mexican Perfume Heritage
    Michel-de-nostre-dame
    Miraculous Waters
    Mushrooms
    Musk
    Musk Accords
    Musks In Perfumery
    Napoleon Bonaparte
    Naturalinperfumes
    Natural Perfume
    Natural Perfumers
    Natural Perfumery
    Natural Perfumery Course
    Natural Perfumery Education
    Natural Perfumery News
    Natural Perfumery Program
    Natural Perfumery Teacher's Academy
    Natural Perfumery Teachers Academy
    Naturalperfumeryteachersacademy
    Natural Perfumery Workshop
    Natural Skin Care
    Nefertem
    Nefertum
    Nervous System
    Newborn
    New Luxury Awards
    New Luxury Awards 2023
    New Luxury Code
    New Scholar Year
    Nina Ricci
    Nostradamus
    Nubia
    Oak
    Oakmoss
    Odorat
    Odors
    Olfaction
    Olfaction Exercise
    Olfaction Training
    Olfactory Preservation Program
    Olfactory Sense
    Online-school
    Opium
    Oriental Culture
    Packaging
    Packaging Design
    Packaging Development
    Parasympathetic
    Peace
    Perfume
    Perfume Advertisement Campaign
    Perfume Anthropology
    Perfume Bottle Designer
    Perfume Branding
    Perfume Business
    Perfume Creation
    Perfumed Candle
    Perfume Development
    Perfume Expertise
    Perfume Heritage
    Perfume History
    Perfume History Teacher
    Perfume In Ancient Egypt
    Perfume Industry
    Perfume Marketing
    Perfumer
    Perfumer And Chocolate
    Perfume Raw Material
    Perfume Roads
    Perfumery
    Perfumes
    Perfume Value Package
    Perfumotherapy
    Perfumotherapy Benefits
    Perfumotherapy Course
    Perfumotherapy Science
    Pierre Bergé
    Pierre Dinand
    Pinar Lacroix
    Planning Your Perfume Road
    Plant-based Musk
    Pliny
    Pomanders
    Pommanders
    Power Marketing
    Power Of Olfaction
    PR And International Media
    Priorities
    Processors
    Production
    Production In Grasse
    Products International Distribution
    Profession Perfumer
    PUP
    Purpose
    Quality
    Quality Criteria
    Quality Tests
    Queen Anne D'Autriche
    Queen Catherine De Medici
    Queen Cleopatra
    Queen Of Hungary
    Queen Of Sheba
    Queen Victoria
    Rachel-binder
    Raw Material
    Raw Material Extraction Methods
    Raw Material Trade
    Recipes
    Regenerative-farming
    Regulations
    Resines
    Retail
    Revlon
    Revolution
    Rois Mage
    Rose
    Rose Garden
    Saba
    Safflowers
    Salerna
    Sales
    Sangria-verde
    Scent Design
    Scented Candle
    Scented Gloves
    Scented Leather
    Scents
    Seasons
    Secret Scents
    Selling Benefits
    Selling Strategies
    Skincare
    Skin Problems
    Smell
    Smell And Emotion
    Smell And Feel
    Smells
    Soap
    Spain Perfume History
    Spanish Leather
    Spanish Skin
    Split Method
    Sri Kudaravalli
    Study
    Success Story
    Sustainability
    Sustainable Business
    Sustainable Perfume
    Sustainable Skin Care
    Sustaining Mother Earth
    Sweet Apples
    Synthetic-scent
    Teacher's Academy
    Teachers-academy.org
    Teaching
    Teaching Olfaction
    Team Responsibility
    Technical Documents
    Terry Johnson
    The 3 Kings
    The Age Of Exploration
    Theophraste
    The Perfume Roads
    Time Management
    Traditional Chinese Medicine
    Traditional Medicine
    Traditional-perfumery
    Train Your Olfactory Sense
    Truffles
    UK
    Vedrana Perhoc
    Vennie Chou
    Vivian Trinh
    Website Development
    Weighings
    WellFest
    Western Medicine
    What Consumers Want
    Wine
    Winter Holidays
    Workshop
    Workshops
    World Perfume Heritage
    World Perfume History MasterClass
    Worldwide Regulations
    Worldwide Success
    YSL
    Yves Saint Laurent

    RSS Feed

    Receive IPF Monthly Newsletters !

Subscribe to Newsletter
Picture
CERTIFIED BY THE INTERNATIONAL PERFUME FOUNDATION
THE NATURAL PERFUMERY TEACHER'S ACADEMY
​
49 Quai des Grands Augustins
75006 Paris - France

​TEL: +33 6 5976 4466
​
​Copyright 2019-2024
  • HOME
  • ABOUT
    • Mission
    • Why choosing us
  • Teachers
  • IPF CERTIFICATION
  • COURSES
    • Master Natural Perfumery
    • Natural Perfumery >
      • Perfumería Natural
      • Profumeria Naturelle
      • تعلّم صناعة العطور الطبيعية
    • Fragrance Brand Design
    • Natural Olfaction Training >
      • Entraînement du sens olfactif
      • Impara l’Olfazione
      • Entrenamiento del Olfato
      • Treinamento Olfativo
      • تدريب على الشم الطبيعي​
      • 学习嗅觉训练
    • Natural Aromatherapy
    • Perfumotherapy >
      • Perfumoterapia
      • 要成为一名香水疗愈师
    • Natural Skin Care
    • World Perfume History Course
    • Anthropology of Perfume
    • Learn Business and Marketing
  • MASTER CLASSES
    • Teaching Methodology
    • Natural Raw Material Extraction Methods >
      • ​Impara Metodi di Estrazione Delle Materie Prime Naturali
    • Natural Candle Making
    • Healing Gardening
    • Sustainable Oud MasterClass
    • World Perfume History Master Class
    • Perfume Design, Concept and Storytelling
    • Olfaction Training for Children
    • Accords - Chypre
    • Accords - White Florals 1
    • Accords - Fougeres and Aromatics
  • FRAGRANCE DEVELOPMENT
  • SPEAKERS
  • EXHIBITIONS
  • Partners
  • Blog
  • Contact