Sister & Co.

From traditional to on-trend: leading aromatherapy’s reinvention

THE CHALLENGE

The busy nature of modern life means finding the time to look after ourselves isn't easy. Recognising high levels of burnout and stress all around her, from corporates to creatives, Sister & Co. founder Sophie Thompson saw a gap in the trillion-dollar wellness market for an aromatherapy comeback — a growing need for moments of therapeutic self-care.

Even as far back as the ancient Romans and Greeks, there are records of people buying and selling essential oils, as well as scientific research on its many benefits, but the tagline has somewhat fallen out of fashion in recent years.

The sustainable bath and skincare brand knew they could elevate relaxation by crafting products enriched with delicious scents, luxurious textures, and a range of aromatherapeutic benefits. But despite their ingredient-first approach and deep knowledge of its proven benefits, they were aware that aromatherapy carried an out-of-date reputation with a digital-first audience that had long since moved on to acids, serums, and retinol.

The challenge? To maintain the brand’s commitment to quality and sustainability while transforming the perception of an outdated skincare term to resonate with a modern, urban audience.

OUR RESPONSE?

Put the ingredients in the spotlight. Build a community around skincare lovers.
Be a friendly and approachable beauty big sister to our target audience.

THE BREAKDOWN

The core of our strategy revolved around embracing a digital-first approach, focusing on editorially-led Instagram stories, reels, and posts to authentically connect with our target audience.

By adopting a youthful, approachable brand tone and creating engaging, meme-inspired content, we resonated with a younger demographic and repositioned aromatherapy as not only on-trend but as an essential remedy to urban life.

Not just marketing fluff, we used social media and blog posts as tools to build education around the scientific benefits of aromatherapy.

We connected with customers and influencers to build a highly-engaged, authentic community.