With cleaning to keep germs at bay a priority among US consumers in 2020, The Laundress and Aromatherapy Associates are teaming up to focus in on another important concern that’s come to the fore during the COVID-19 pandemic: one’s well-being.
 
By combining therapeutic essential oil blends from Aromatherapy Associates with premium fabric care and home cleaning formulas created in four multifunctional household products, the brands have set out to change the daily cleaning routine into more luxurious experience. 
 
The Laundress x Aromatherapy Associates collection includes two laundry detergents and two home cleaning products that are infused with three of Aromatherapy Associates’ signature 100% natural and vegan essential oil blends strategically chosen to reinvigorate the senses and balance the mind, body, and spirit for a transformative clean—Deep Relax, Forest Therapy and Support Breathe. 
 
Products include two detergents—The Laundress x Aromatherapy Associates Deep Relax Signature Detergent and The Laundress x Aromatherapy Associates Forest Therapy Signature Detergent. Deep Relax features wellbeing oil blended by Aromatherapy Associates’ founder to address her own insomnia, which combines vetiver, chamomile and sandalwood. The formulation is said to be ideal for laundering linens, bedding, and loungewear to help create a tranquil space Forest Therapy is described as a complex blend of evergreen essential oils inspired by the Japanese practice of forest bathing. It is said to help one reconnect with nature and bring the benefits of the great outdoors to your laundry routine through pink pepper, juniper berry, Mediterranean cypress and Sicilian lemon.
 
The range also includes The Laundress x Aromatherapy Associates Support Breathe Dish Soap and Surface Cleaner. 
 
Support Breathe, formulated to release soothing vapors that refresh and inspire, is hand-blended with high concentrations of eucalyptus, peppermint and tea tree essential oils. The invigorating blend is the perfect pairing for high-contact dish and household surface cleaning to help renew and improve clarity, according to the brands. 
 
The idea for the collaboration began after Gwen Whiting, co-founder of The Laundress and Anna Teal, Aromatherapy Associates Global Chief Executive Officer, met at the Global Wellness Summit in Singapore in 2019. That meeting came well before COVID-19, but the timing of the launch just a year later comes at a time when consumers will be heading into what could be a long winter stuck at home. Coronavirus cases are still rising in the US, and that has health experts concerned.
 
In an Ipsos poll conducted in September on behalf of the American Cleaning Institute,nearly half of survey respondents (46%) said they will clean and disinfect more this flu season because of the cleaning, disinfecting and hygiene information put into practice due to the pandemic.
 
The task of homecare has long been considered mundane, but this Laundress/Aromatherapy Associates collaboration aims to make it more of a mindful experience.
 
Each product within The Laundress x Aromatherapy Associates collection empowers users to increase the longevity of clothes, linens and household surfaces while creating wellness zones throughout the home with powerful aromas conducive to Rest & Tranquility (Deep Relax), Grounding & Restoring (Forest Therapy), and Refreshing & Inspiring (Support Breathe). 
 
“We’ve always connected with The Laundress’ vision to elevate and transform everyday tasks from a monotonous chore to a therapeutic ritual with a collection of gorgeous products that are kind to your home and linens as well as to the planet,” said Teal in a statement. “As aromatherapy experts, our vision is to share the therapeutic effects that natural essential oil blends have on people’s wellbeing and offer a sense of escapism through scent. With both companies deeply rooted in holistic wellbeing, this lent for a natural and synergistic partnership.” 
 
“Creating a new wellness experience, this partnership melds the best of self-care with the best of home care and is a result of our shared vision to elevate everyday rituals,” noted Whiting, of The Laundress. “Our teams worked together for a year to bring this collaboration to fruition. Developing and testing blends throughout the global pandemic only validated that there is a strong need—now, more than ever—for wellness-infused cleaning routines.” 
 
Each product within The Laundress x Aromatherapy Associates collection helps increase the longevity of wardrobe items and linens and cares for household surfaces while also creating “wellness zones,” according to the brands. The zones are Rest & Tranquility (via Deep Relax), Grounding & Restoring (via Forest Therapy), and Refreshing & Inspiring (via Support Breathe). 
 
The collection will be available at thelaundress.com and aromatherapyassociates.com/usa starting October 15.