Online Exclusives

Shower the People

By Christine Esposito, Associate Editor | August 29, 2012

Aromatech's Essio aromatherapy shower kit is designed to create a spa-like experience at home via an easy-to-set-up device that features organic essential oils.

A long, hot shower can wash away a very bad day, but aside from some great smelling soap or bath gel, showering remains a rather utilitarian experience.

Aromatec Inc., a Santa Monica, CA start-up, is out to elevate the daily shower to an aromatherapy ritual with its new device called Essio.
 
Essio attaches to the shower and works in conjunction with Aromatec’s disposable pod, which slowly releases a blend of pure essential oils into the shower water to create an aromatic effect. The product is made from premium materials, assembled in Australia and uses only 100% USDA-certified organic essential oils.
 
Six different scents are available—Clear, Passion, Unwind, Breathe, Night and Wisdom—and each blend is designed to suit the emotional state of user at any given point in their day—for example, to relax them at night before bed or rejuvenate and restore in the morning before work, according to Peter Friis, founder and CEO, Essio.
 
The Essio Starter Kit ($44.99), which comes with the device and three essential oil pods, requires no tools to set up— factor that Friis says will make it more attractive than other competitive devices.
 
The Thera Shower, for example, requires disassembly of the showerhead in order to install and activate, said Friis.
 
With Essio, users can adjust the aroma intensity by tilting the pod up and down in the shower and they can also turn off the aromatherapy at any time by tilting the pod to a horizontal position or removing it entirely.Aromatech has patented Essio in the US, Europe and China and has patents pending in Australia, Japan, Brazil and Canada.
 
Friis also told Happi that in consumer testing, “Essio produces a consistent aromatic experience during an entire shower that consumers can easily perceive and enjoy. By contrast, because aromatherapy shower steamers are placed on the floor and positioned far from the nose, their scents are difficult to perceive and enjoy.”

 
Essio releases a blend of pure essential oils directly into the shower water.
Essio’s pods contain 100% pure, therapeutic-grade, organic essential oils while aromatherapy steamers “generally contain chemicals such as sodium bicarbonate and calcium sulfate and furthermore use non-organic essential oils,” said Fris.

Each pod lasts approximately 20 minutes, which is enough for three showers on average, according to Friis, who showcased the unit at Cosmoprof North America earlier this year.
 
“We're targeting healthy lifestyle consumers at first, but ultimately we think this product will have broad appeal across consumer segments because of its health and relaxation benefits, ease of use and affordable price point,” he said.
 
The firm is currently taking pre-orders online (www.essioshower.com) and is evaluating inquiries from personal care and specialty retailers too.
 
While Essio is designed for at-home use, there could be installation opportunities in other venues, noted Friis.

“As far as commercial settings are concerned, we are considering opportunities to pre-install Essio in high-end hotels, cruise lines and in spas that have showers on-premise.”
 

Related End-User Markets:

blog comments powered by Disqus
  • Sustainability is Omnipresent

    Sustainability is Omnipresent

    Christine Esposito , Associate Editor||July 1, 2016
    Industry stakeholders convene in New York City for Organic Monitor’s annual event

  • Preserve & Serve

    Preserve & Serve

    Melissa Meisel , Associate Editor||July 1, 2016
    Suppliers with innovative preservatives provide staying power for formulations.

  • Take Notice

    Take Notice

    Melissa Meisel , Associate Editor||June 1, 2016
    Packaging trends revolve around trendy artwork, eco-conscious materials—and portability is a plus too!

  • Enter Éclair

    Enter Éclair

    Christine Esposito, Associate Editor||July 5, 2016
    A new naturals line rolls out in Rite Aid stores nationwide.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • The Future of Innovation

    The Future of Innovation

    Nancy Jeffries, Contributing Editor||June 27, 2016
    Fashion Institute of Technology graduate students tackle a far-reaching topic for their Capstone project.

  • Problems for Preservatives

    Problems for Preservatives

    June 20, 2016
    David Steinberg details the issues surrounding this critical ingredient category.

  • Luxury Re-Coded

    Luxury Re-Coded

    Nancy Jeffries, Online Editor||May 25, 2016
    Consumers have new expectations for beauty.

  • Procter Reels in Doctors

    Procter Reels in Doctors

    May 16, 2016
    The Procter & Gamble stand was abuzz during the annual meeting of the American Academy of Dermatology.

  • If You’re Going to San Francisco…

    If You’re Going to San Francisco…

    Tom Branna, Editorial Director||May 13, 2016
    Be sure to contact the Bay Area Beauty Association.

  • Kitchen Counter Cosmetics

    Kitchen Counter Cosmetics

    Christine Esposito, Associate Editor||May 2, 2016
    LOLI box marks the convergence of natural and organic ingredients, subscription service and DIY cosmetic chemistry.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • From Greenville to Guangzhou

    From Greenville to Guangzhou

    Christine Esposito, Associate Editor||March 14, 2016
    South Carolina start-up BabyBlossom has big plans for its nontoxic baby products line...in China.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • Africa, Rising

    Africa, Rising

    December 14, 2015
    Savvy marketers should expand their operations on the continent, according to speakers at a WFFC seminar.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • Scoring Big with Women’s Soccer

    Scoring Big with Women’s Soccer

    Christine Esposito, Associate Editor||July 8, 2015
    Carli Lloyd and crew have star power—but will any beauty firm be smart enough sign these soccer stars? Take our poll now.

  • Teen’s Non-Toxic Dream Gets Real

    Teen’s Non-Toxic Dream Gets Real

    Christine Esposito, Associate Editor||June 8, 2015
    Rhode Island teen Ava Anderson serves as CEO of a fast-growing direct sales company that’s playing in multiple household and personal care categories.

  • A Reason to Smile?

    A Reason to Smile?

    Jeremy Kerstetter, Assistant Editor||June 1, 2015
    IRI study uncovers consumer optimism...even among Millennials.

  • The Right Choice

    The Right Choice

    Nancy Jeffries, Contributing Editor||May 28, 2015
    The CEW Insiders's Choice Beauty Awards

  • Johnson’s Making a Splash

    Johnson’s Making a Splash

    May 18, 2015
    J&J’s So Much More campaign aims to raise awareness regarding the importance of bath time.

  • Thousands Flock to NYSCC Suppliers

    Thousands Flock to NYSCC Suppliers' Day

    May 18, 2015
    Once again, the cosmetic world meets in Edison, NJ.

  • Do You Know PDC?

    Do You Know PDC?

    Christine Esposito, Associate Editor||April 27, 2015
    There’s a lot more than imposter fragrances driving the company today.

  • Creating a Market

    Creating a Market

    Jeremy Kerstetter, Assistant Editor||April 27, 2015
    Ottilie & Lulu forge a path in the tween care market.

  • Which Way, M&A?

    Which Way, M&A?

    Tom Branna, Editorial Director||March 23, 2015
    Personal care is an attractive end-market for chemical companies due to an above GDP growth rate and higher margins.

  • Personal from the Start

    Personal from the Start

    Christine Esposito, Associate Editor||February 23, 2015
    Backgrounds in e-comm and CPG help when building a new business, but for Puracy’s founders, the launch of their household and personal care brand was driven by personal need.