Q&A: Farah Abassi Debuts “The Art of Aroma” at Thompson Miami Beach

Photography by Rodrigo Gaya on September 14th, 2015 in Editorials, Lifestyle

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Farah Abassi

Miami Beach, FL – September 9, 2015 – It was all about the power of the scent at the Thompson Miami Beach as guests celebrated the launch of “The Art of Aroma,” the latest read from Aroma360 founder Farah Abassi. Aroma360, a scent marketing company based in South Florida, is transforming spaces to create luxurious havens for all customers, from homeowners to business owners to global consumers. Aroma360’s fragrances – sold in the following categories: Beauty Sleep, Focus, Fresh, Home Sweet Home, Inner Peace, Luxe, Shopaholic, Social Butterfly, Spa Collection and True Romance – encourage a myriad of moods and behavior, from helping with relaxation to improving concentration and mental clarity to evoking romantic moods and sensations. The fragrances, which can also be personalized, also offer a range of healing properties that help to harmonize the mind, body and soul.

As an Aromachologist, Abassi understands the strong influence of odors on human behavior. Since scent is such a unique and individual experience, Aromachology is not a one-size-fits-all science, rather it’s a response to scent that is innately buried in each individual’s brain. She uses her vast knowledge of the science to individually tailor specific oils to fit the different needs of her clients. World Red Eye seized the opportunity to catch up with Abassi, who gave us an inside scoop into how she got started in the world of aromatherapy, as well as some insight into all the benefits of the practice.

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Farah Abassi

WRE: How did you get into the Aroma business?

FA: When I was 15, I got a job in a small Aromatherapy shop in Vancouver, BC, where I grew up. The woman who owned the shop was incredible, and I fell in love with scents and their uses, and learned a great deal from her. I continued to have an interest in Aromatherapy as I went through school, and after completing a University degree, I went to Thailand and studied Yoga and some other Eastern Disciplines and learned more and more about the affects of scent on human behavior. I then moved to South Florida and with the encouragement of my partner, decided to do this full-time. Aroma360 was born, and I could not be prouder.

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Scent affects us in so many ways from evoking memories, affecting our mood, to influencing buying behavior.

Farah Abassi

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WRE: Tell us about your latest book, “The Art of Aroma”?

FA: I am very proud of my first book, The Art of Aroma. In writing and researching it, I wanted to show people not only how accessible and easy scenting can be, but also the tremendous benefits and implications scent can have on so many aspects. I tried to stress the science behind scents, as scents are so much more then a good smell. Scent affects us in so many ways from evoking memories, affecting our mood, to influencing buying behavior.

WRE: How much of an influence do scents have on our behavior?

FA: Scents hold so much influence our behavior. Research shows that you are 100 times more likely to recall something based on a “scent memory” over a visual one. This is due to the fact that our sense of smell is the only one of our five senses that bypasses the cognitive core of our brain, and goes directly to our limbic system, which is the most primitive part of our brain. Basically, this means we smell before we think.

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WRE: What conditions is aromatherapy used for?

FA: Aromatherapy can help a myriad of conditions, from insomnia, to anxiety, depression and ADHD. I have seen incredible results through using scents for their therapeutic values. Using essential oils has too many health benefits to list here. They are proven to be safe and effective in treating so many different illnesses and issues, when used correctly.

WRE: What is the biggest misconception about aromatherapy?

FA: The biggest misconception is that there isn’t real science behind how scent affects our behavior. The science is incredible, and substantiated by so many different studies and academic research through Universities. I am a trained “Aromachologist,” which is a person who studies how science affects mood, behavior, decisions, and just about everything in our day to day life.

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WRE: What is the most surprising thing about aromatherapy that many may not know?

FA: I think that many people would be surprised by the extent of applications that scenting can apply to. I also think that most people aren’t aware of the level of scenting that goes on in so many commercial brands and stores. For example, one of the major department stores “scentscapes” by infusing the scent of baby powder in the children’s department, coconut in the swimwear department and lilac in the lingerie section.

WRE: How does one get started using aromatherapy in their life?

FA: It really is best to read up on what one wishes to achieve through scent. Then to make sure that they use only the best therapeutic grade essential oils. Many people heat essential oils, which is not the right way to diffuse them. Introducing heat to essential oils destroys the therapeutic properties in the oils. Aroma360 has a line of cold air diffusers, which protects the oils, and is the safest, most effective way to disperse scent in the air.

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WRE: Anything else that someone just getting interested in aromatherapy should know?

FA: I recommend that they do their research. What are they trying to achieve? Where do they want to scent? What is the intended benefit that they wish to have? Scenting is never a One-Size-Fits-All process. You need to take into account other things as well, such as lighting, décor, size of the space, etc, to effectively scent.

WRE: Where do you see the aromatherapy practice 10 years from now?

FA: It is becoming more and more mainstream. People are becoming more conscious about their health and paying more attention to things such as the ingredients in people’s food, their cleaning products etc. There is an increasing demand for natural products and essential oils offer a much healthier alternative to plug-ins and chemical-laden aerosols. Furthermore, the Scent Marketing Institute predicts that the industry is growing at 10% per year, and that by 2020, it will be a $10 billion dollar industry.

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