STYLE AROMA Origins and Facts. by Jan Kuśmirek

Sensism is more than Aromatherapy. Style Aroma is a stage beyond salon style Aromatherapy. It is not in the realm of Perfume or Medicine. Style Aroma is the world of sensational active aromas. Essential oils that touch the psyche not the body!

Sensism is a word used in a seminal lecture by Jan Kuśmirek to an informed audience of professional therapist drawn from many disciplines during 2006 in England. Sensism then a study at Universities is defined as the Ethical Doctrine that feeling is the only criteria for what is good. This brings into play the need to consider what feelings and emotions are and their origins. Sensism is embedded in all the Style Aroma products.

The term Sensism is in current use by scientists anxious to improve our well-being and conscious of the need to address the needs of the human as a multi-sensory being in need of stimulation in a modern sterile world. Style Aroma has adopted this word as its central concept.

Style Aroma is designed to bring about well-being. All the Style Aroma products in the range have the same direction or ambition – to bring about balance or harmony on a mental, physical and spiritual level in order to promote and maintain well-being.

The key to the range is the reliance upon aromas - active aromas; manifest by the reliance upon the very best essential oils to scent the products. Sensational products because they appeal to and motivate our senses.

Essential oils have been treasured for millennia for the scent they provide and for the properties within the scent. Increasingly people, both lay and professional, are linking well-being with the need to make comfortable the three aspects of self

Mind        Body       Spirit

Well-being and medicine are much confused. They are not the same thing. Well-being refers to our comfortable state of feeling good, at ease with ourselves and the world around us. We can become technical and call this homeo stasis and this is defined as “The ability or tendency of an organism or cell to maintain internal equilibrium by adjusting its physiological processes”. In other words to feel good and be happy is our right! It is our natural way of being! Our desirable state! It is not a case of medicine!

The term Aromatherapy has become much abused and confused. In the Beauty industry it can mean little more than a pampering process using massage techniques, professional aromatherapy can mean a quasi-medical system with many health benefits or it can mean aroma medicine, a French model, the province only of health professionals, using oral ingestion.

Aroma itself is the province of the perfumer or the expert aroma therapist, of this there is no doubt but in the global community there is not a consensus about the term aromatherapy. Aroma, fragrance, scent, perfume, odour, flavouring, whatever word you use – this is not the province of medicine. The confusion exists only in the word therapy. Language is a powerful but tricky thing. The wide spread use of English with its multitudes of shades of meaning and vast vocabulary is reflected in the term therapy.

Those who practice medicine have over generations aspired to make sure that healing is controlled by their profession. As health is nowadays a most lucrative business the medical profession is most jealous of its authority and in some countries has taken certain words to its own province. Such a word is ‘therapy’ or its translation.

In the English speaking world the term ‘therapy’ is widely used outside the medical field where some benefit beyond the obvious pleasure or benefits of engaging in an activity is felt. We have as examples beauty therapy, massage therapy, music therapy, and dance therapy. ‘Therapy’ has become a marketing term, like ‘natural’. Orthodox medicine finds no place for these phrases and from their perspective have no values or potential for wealth.

The English word "therapy" comes from the Greek "therapeia" meaning "a service, an attendance" which, in turn, is related to the Greek verb "the rapeuo" meaning "I wait upon." It was customary to wash the feet of a visitor in ancient times and this term was applied to such a service. We do not see a doctor performing this service today. The application of the word only to treatment in medicine is just one of those early tricks of trade and word to restrict privilege.

But we live in the modern globalised world and so Fragrant Earth International acting upon request from their Japanese partners has ceased to highlight the term aromatherapy in consumer sales so also replacing their Aroma Therapeutic brand with ‘Style Aroma’. This ‘catchy’ new brand name takes the controversy away and highlights the true nature of the brand and coincidentally aroma therapy in its purest form!