AROMATHERAPY ASSOCIATES

That old black magic

ORIGINAL

Aromatherapy is an alternative form of holistic therapy that uses essential oils to help improve and balance you both emotionally and physically, while helping you to take time out for yourself, to be mindful and to reconnect with yourself, even for a moment. The aromas experienced through aromatherapy and essential oils have a dynamic effect on the mind and body.

The effect is experienced through the sense of smell which is linked to the deepest parts of the brain governed by your basic instincts, thoughts and emotions. On a physical level, essential oils help to ease muscular aches and pains, improve circulation, ease sinus congestion and act as a strong antioxidant.

Other than receiving aromatherapy treatments, you can experience the benefits of aromatherapy in the comfort of your own home with the use of essential oils. Find a moment to yourself to create the perfect therapeutic ambiance with a Bath & Shower Oil and enjoy a moment of mindfulness to find balance. Experience the full ritual with other aromatherapy products such as candles or pure essential oils on a burner to create the perfect surroundings.

Plant extracts have been used for thousands of years for their exquisite aromas and natural healing powers. Rich in botanical activity and antioxidants, plant oils encourage radiant, healthy skin, working at a cellular level to keep the complexion soft and looking youthful. By harnessing their therapeutic properties, aromatherapy works to improve our physical, mental and emotional wellbeing.

https://www.aromatherapyassociates.com/what-is-aromatherapy

NOTES

Alternative therapies seldom bring out copywriters’ best. This week’s text is a particularly soft target, but the problems which it exemplifies are shared by tens of thousands of other sites. They are in fact so common that more cynical (or less credulous) readers may conclude that they are endemic to the industry.

To put the cynical position as simply as possible: practitioners of reiki, Emotional Freedom Technique and aromatherapy trade on an aura of scientific credibility, but deep down they know that it’s the sense of pampering and of adult attention to infantile cravings which keeps the punters coming back. This dichotomy informs their briefs to writers and ultimately the copy on their websites. As the AA example demonstrates, even a competent writer will struggle to communicate these two quite distinct messages simultaneously.

Our rewrite separates the two, while using an elementary rhetorical device to encourage the reader to switch perspectives. Better, no?

OUR VERSION

At Aromatherapy Associates, we specialize in aromatherapy using the power of essential oils.

Rich in polyphenols and antioxidants, essential oils have been at the heart of traditional remedies for thousands of years. Our trained clinicians understand their effectiveness as a way of reaching the deepest parts of your brain. Strong aromas that engage your sense of smell can tap into your basic instincts and emotions to help you find emotional and physical balance. Our skilled use of these plant extracts brings clients back to our clinics time and again.

The essential oils with which we work have been credited with encouraging healthy, youthful skin, granting relief from aches and pains, improving circulation, and providing respite from longstanding sinus problems. If you want to experience some of those benefits without making an appointment, Aromatherapy Associates can provide whatever you need — from the simplest shower gel to the most elaborate selection of oils.

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