Wellness is relatively nascent market as Indians always prefer age-old home remedies

Karina Kapoor, Brand Head, Puressentiel, India, is responsible for representing and marketing the brand for the Indian sub-continent. In an interview with Bizz Buzz, she gives her insights on Pureessentiel brands and on its India operations

The Puresseniel market is for everyone. Imported from France, the brand targets those who are seeking and open to alternative preventive measures while willing to pay the price for the same. With Gluten-free and organic becoming the new trend, the ready-to-use wellness products will surely attract a loyal customer profile

We aspire to be a common product as part of every family's home sanitisation kit. With the shift in consumer spend and demand, Puressentiel plans to be available at all domestic airports, local pharmacies and grocery stores near you across the country. For the first year, the ideology is to introduce aromatherapy and its benefits to the Indian consumer

What is the rationale behind Puressentiel?

Established in 2005 by Isabelle and Marco Pacchioni, Puressentiel has quickly gained popularity as a health and wellness household name across 90 countries. Made in France, the philosophy of Puressentiel is to make aromatherapy available to all. The concept is to provide ready-to-use clinically tested essential oil botanically and biochemically defined (100 per cent pure natural organic vegetable oils and floral waters) based products for daily use for the entire family.

What kind of market is there for aroma therapy brands in India?

There has been a noticeable shift for non-chemical-based skincare and makeup brands in the last few years. Wellness and health is a relatively nascent market as Indians have always preferred age-old home remedies. With the current pandemic and the change in the common man's mindset, natural, organic and health products have become a need of the hour. Aromatherapy has always existed hand in hand with Ayurveda in India as an alternative medicine for healing for generations.

Can you give more detailed information about your three different sprays?

The first phase of the launch includes three air sprays for specific concerns: Purifying Air Spray 41 essential oils-based non-chemical aerosol spray for clean indoor air. Clinically tested to kill 99.9 per cent germs, virus, bacteria and dust mites while providing an uplifting aroma/fragrance. Rest and Relax Air Spray helps balance the nervous system and relax the body. Lavender and Chamomile pure extracts soothe the mind and body for a restful night's sleep. Respiratory Air Spray provides a preventive and precautionary measure to congestion and blocked nasal passage caused by seasonal changes.12 essential oils-based spray is suitable for all age groups.

What is the USP of each of the three sprays and how do they work in a scientific kind of way?

All the air sprays by Puressentiel are chemical-free, suitable for daily use, non-addictive and suitable for you and your family. Patented formula of the Purifying air spray particularly helps with the growing asthma concerns. Suffering from Insomnia and constant pandemic related stress, the Rest and Relax Spray is the solution. Children suffering from sinus concerns and discomfort would enjoy the Respiratory Air spray. They are an alternative to medicines.

What is the kind of target audience you are seeking? And how do you plan to reach them?

The Puresseniel market is for everyone. Imported from France, the brand targets those who are seeking and open to alternative preventive measures while willing to pay the price for the same. With Gluten-free and organic becoming the new trend, the ready-to-use wellness products will surely attract a loyal customer profile.

Where are your products available and do you plan to take them pan-India?

The brand was launched in India in November 2020 and is available online on Amazon and IDFSshop.com along with Flipkart and other e-commerce portals. As we seek to make the products available pan-India, we are available offline at all food hall locations across the country.

Are these types of products available internationally and how successful are they in the marketplace?

Being a French brand, Puressentiel is the common label at all pharmacies across France, Europe and the UK. Middle East and China are their strong and growing markets.

What kind of targets have you set for yourself in the next three years?

We aspire to be a common product as part of every family's home sanitisation kit. With the shift in consumer spend and demand, Puressentiel plans to be available at all domestic airports, local pharmacies and grocery stores near you across the country. For the first year, the ideology is to introduce aromatherapy and its benefits to the Indian consumer and create a mindset that accepts the brand and its USPs.

Could you throw some light on the supplements every home should have to get the most out of essential oils?

Essential oils can be taken via different routes: respiratory, cutaneous or dispersion into the air. The preferred administration route will depend on the problem to be addressed, the essential oil's properties, precautionary measures for use, the user's age, etc. While some essential oils can be used in pure form (primarily on the skin, very locally or by diffusion), they often need to be administered in combination with a crucial supplement: plant oil (the cutaneous path), a neutral tablet or neutral base (for bath or shower). Below is a brief synopsis of the key points to keep in mind when using plant oils.

Plant oils are vital supplements to essential oils. They help to optimise and heighten their action and benefits. Extracted from fruit seeds or kernels, or from plants, plant oils are used for diluting essential oils before they are massaged into or applied to the skin: this is an important benefit, as some essential oils can be irritants if used in pure form. Plant oils also aid the absorption of essential oils into the epidermis, meaning they are effective vectors. Furthermore, they have genuine properties unique to them, and can for instance, be used to care for, beautify or protect the skin, or also stimulate vein circulation or help wounds heal. Ideally, plant oils should be chosen and combined with care (blend of plant oils with or without essential oils), to address very specific needs and work in synergy. A true guarantee of efficacy!

How to select plant oils?

First of all, only ever use organic plant oils, which are solely extracted from organically farmed seeds, fruits or plants, and free of chemical fertilisers, pesticides and harmful insecticides. It is advised that you choose oils extracted by cold-pressing seeds or kernels (sweet almond, apricot, rose hip) or macerating plants (St John's Wort), as both of these processes preserve the plant's active ingredients. It goes without saying that they should never contain added scents, colourings or preservatives!