Aromatherapy Associates relaunches ecommerce platform to drive DTC growth

Aromatherapy Associates has partnered with digital commerce agency Astound Commerce to create a new ecommerce platform designed to accelerate its global direct-to-consumer (DTC) operations by "delivering luxury digital experiences".

Aromatherapy Associates was founded in 1985 by Geraldine Howard and Sue Beechey, who wanted to share the effects of essential oils on physical and emotional health. Remaining true to the legacy of the brand, each new formula is handcrafted by a Master Blender in its London laboratory to create sensorial products designed to boost wellbeing.

Having previously prioritised a wholesale selling strategy into spas and retail stockists, when faced with the unexpected closures of bricks-and-mortar outlets during the COVID-19 pandemic, the brand pivoted to a digital-first DTC model to sell its luxury home fragrance, skincare and bath, body and shower products.

However, its legacy platform meant Aromatherapy Associates couldn’t provide its customers with the immersive brand experience and seamless onsite journey necessary to meet its goal to be a DTC market leader in the wellness category.

Following an in-depth consultation process led by Astound Commerce, the business now has a design-driven platform hosted by Shopify 2.0. According to the brand, the new platform has "optimised both the online user journey and shopping experience" and "created a backend management experience with visual previews of all elements and drag and drop management".

Custom features, such as gifts with purchase, bundling functionality, and a personalised product finder - which matches customers with an essential oil blend based on their wellness needs, scent preferences and preferred type of product, elevate the customer experience far beyond its competitors, helping solidify its position as a DTC market leader within the sector.

Laura Bailey, Global Head of E-commerce at Aromatherapy Associates, commented: “Not only have Astound Commerce created a future-proof platform that will support our DTC growth plans, but they have also created a website that is beautifully polished and positions our brand as the wellbeing category leader it really is - delivering an immersive, brand-rich experience to engage and delight our discerning customers.”

“Astound Commerce have been a pleasure to work with throughout the project. Their interpretation of our business goals and requirements is clear to see in the final execution of the website. The communication throughout the project was excellent and we understood from the beginning what the process was, what would happen when, and what was expected of us. As a team, we found the project from start to finish simple, collaborative, and most of all, fun.”