Changing Japan's 'Sleepless Nights': British Aroma Brand 'Aromatherapy Associates' Envisions a Future of Wellness Starting with Scent

Our company supports April Dream, which aims to make April 1st a "Day to Share Dreams." This press release is the dream of Shuei Trading Co., Ltd., the Japan general agent for the British aroma brand "Aromatherapy Associates."

■ We want to change Japan's 'Sleepless Nights'

Aromatherapy Associates, a British aroma brand adopted by spas in over 50 countries worldwide and a multiple recipient of the "World’s Best Aromatherapy Brand" award, has its Japan general agent, Shuei Trading Co., Ltd. (Headquarters: Shinagawa-ku, Tokyo; Representative Director and President: Takashi Tanaka), announcing its dream through April Dream, aiming to spread wellness culture in Japan.

Towards a future of wellness, starting with scent.

■ Aiming for a future without 'Sleepless Nights'

Japan is said to be one of the countries with the shortest average sleep duration among OECD member countries, with chronic sleep deprivation and stress being discussed as social issues. Although the term "wellness" is spreading, there is still an atmosphere in society where people feel somewhat guilty about resting. Night should inherently be a time to return to oneself at the end of the day. Yet, are we not spending "nights where we don't know how to rest," burdened with thoughts and surrounded by information? We want to spread a "habit of adjustment" through scent during Japan's nighttime hours.

■ Scent supports 'Time to return to oneself'

Aromatherapy Associates was founded in London in 1985. Since its inception, it has provided "time to balance mind and body" in spas worldwide through hand-blended essential oils by master blenders. Scent does not command. It does not force change. It simply gently supports the feeling of deepening one's breath, taking a little distance from busy thoughts, and returning to oneself. It is a time to return to your true self by stripping away, not adding. Not just at night, but also at the start of the morning and for transitions during the day. Scent accompanies every moment of the day.

■ An entry point for adjustment in daily life

We have always conveyed the value of "time for adjustment" through scent, together with spas around the world. Beyond product creation, we continue our efforts to spread the habit of facing oneself in daily life through proposals for choosing and using scents, and developing blends tailored to individual conditions. As one of these initiatives, we offer 9mL size Bath & Shower Oils in Japan. This allows people to easily experience scent.