An aromatic outlook – positioning in the fragrance market

Geraldine Howard, co-founder of Aromatherapy Associates, talks about presence and positioning within the fragrance marketplace

With over 30 years of experience in aromatherapy and essential oils, Geraldine Howard co-founded Aromatherapy Associates in 1985. Today, the brand is present in hotels, resorts and day spas across the globe; and Howard launched diffusion brand Aroma Actives earlier this year. In February, the company was acquired by B&B Investment Partners.

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