#aromatherapyawareness

By Carsten Leonhard Knudsen, Considaret Clk Group Denmark, Vave Pharma & Go Global International ApS, Danmark

Let’s be honest: there’s something intangible about the way people discover wellness products today. It isn’t through pharmacy shelves or long-form brochures. It happens between stories. In fleeting reels. Or from someone’s 30-second video in a softly lit room, whispering about self-care and showing you how they incorporate a product into their routine without even trying to sell it.

Influencer strategy, then, isn’t just a marketing channel. It’s the new word of mouth—compressed, stylized, sometimes chaotic, but undeniably powerful.

For smoke-free aromatherapy products, the potential is enormous. And so is the nuance. You're not selling a medicine, exactly. Nor is it just a scent. It lives in a category where experience matters more than claims, and trust is built not in one post, but across many.

So where do you start? With alignment.

Not all influencers will work. In fact, most won’t. The key is identifying those who already speak the language of your audience. That might mean micro-influencers in the wellness or clean beauty space, yoga instructors who focus on breathwork, or even tech-savvy minimalists exploring natural alternatives to overstimulated lifestyles.

We helped a brand once—a Danish startup working with us at Considaret Clk Group Denmark—test a small batch of their filters with a wellness influencer in the Netherlands. She wasn’t a celebrity. Just someone with a loyal following of about 12,000 people who trusted her unpolished routines and thoughtful feedback. Her two-minute clip, almost an afterthought, generated more direct messages than any of their ads.

But here’s the part people often miss: influencer strategy isn’t transactional. Or at least, it shouldn’t be. It works best when creators believe in the product. That belief doesn’t always come from the product itself. Sometimes it comes from how the brand behaves.

If you’re authentic, transparent, and respectful of their time and creativity, they’ll reflect that. If you’re not, their followers will sense it.

Another layer to consider: education.

Smoke-free aromatherapy might be intuitive to you, but for many, it’s still unfamiliar. Influencers become bridges here. They demonstrate how to use it, when to use it, and most importantly, why they use it. Not in a bullet point format, but in the messy, believable way that real people live.

Visual storytelling matters too. Your product isn’t loud. It’s quiet. Which means the content should match. Gentle tones, peaceful routines, nighttime rituals—these things resonate.

And what about regulation? Yes, it plays a role here as well. In the EU and UK, influencer marketing is increasingly scrutinized for transparency. Paid partnerships must be disclosed, claims must be careful, and health assertions—if any—must be backed up or avoided altogether. We at Vave Pharma always advise clients to train influencers on compliance basics. It avoids trouble later.

Also worth noting: not every influencer campaign needs to be on Instagram or TikTok. Some of the most impactful content can come from long-form blogs, niche wellness podcasts, or even slow-burn YouTube channels.

We ran a soft launch with a UK wellness podcast host last year. Small audience, under 8,000 listeners. But the depth of the conversation around non-pharmaceutical stress management, lifestyle change, and routine-building created brand traction we hadn’t expected. Listeners shared clips. Sales ticked up steadily, not explosively. But reliably.

And that, perhaps, is the final point: consistency over virality. Smoke-free aromatherapy isn’t chasing a moment. It’s about establishing presence. Calmly. Repeatedly.

One last thing—something personal.

Considaret Clk Group Denmark, Vave Pharma & Go Global International ApS, all based in Danmark, are proud to be nominees for the 2025 Go Global Awards, hosted in London on the 18th and 19th of November. It's more than just a recognition. It’s a place where strategy, innovation, and conversation converge. A space where you hear what’s working in Brazil, what’s failing in Germany, and what nobody has thought of yet in South Korea. We’re honored to be among this collective.