Guest Post

Marketing Terms – Guest Post, Martin Watt

In the middle 1990’s, the new trade organisations in the UK, the EOTA and Aromatherapy Trade Council (ATC), organised two meetings with an adviser to the Medicines Control Agency. The MCA had started to flex their muscles over medicinal claims which were banned way back in 1969, but which many aromatherapy outlets were ignoring. At this meeting, participants were given a list of terms that it was agreed we could use in trade literature relating to essential oils. It was made clear at that meeting that no words could be used which related to the physical medicinal uses of essential oils, unless the condition referred to was classified as a ‘normal life event’ such as morning sickness, birth, menstruation, menopause, etc. Many members of the Aromatherapy organisations attended that meeting. Most of them have more or less complied with these guidelines.

Permitted words:

  • BALANCING
  • CHEERING
  • COMFORTING
  • LIFTS
  • NORMALIZING
  • RELAXING
  • REFRESHING
  • RESTORATIVE
  • REVIVING
  • SOOTHING
  • STIMULATING
  • STRENGTHENING
  • TONIC
  • TONING
  • UPLIFTING
  • WARMING

Additional terms:

Relating to sleep: ENJOY AS YOU DRIFT OFF TO SLEEP

Relating to colds and catarrh: IDEAL DURING COLDS SEASON

This was a list of some of the permitted terms allowed in the UK in the past, but may not be the same in the USA.

Martin Watt

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FOOTNOTE: One of the benefits of Membership in the AEOTA, will be guidance documents, verified by the FDA, regarding acceptable cosmetic marketing terms for essential oils. You have questions, we will have answers…