The new frontiers for the use of fragrance: not just spas and beauty farms...
In this period, as in other times in the past, we are seeing a change in the awareness of the role that fragrance has assumed in our everyday lives and the use of odours. Fragrance no longer merely represents an external message, or just a hygiene product or a method of seduction, but is seen as a vehicle of wellbeing. Escaping from an ever increasing virtual reality, we are trying to recapture a dimension which is more “on a human scale”, through the search for new forms of hedonism in order to reach harmony of the mind, body and senses.
 This concept, once again, is not new: already among the ancient Greeks, passionate worshippers of beauty, perfuming of the body was part of their everyday life and the finishing touch to feminine beauty. Romans from every social extract visited the baths, areas where massages were carried out using perfumed oils and ointments, specific skincare treatments and hairstyles: the forefathers of the beauty farm? How is this search for wellbeing manifested today? SPAThere has been an exponential growth in recent years in spa tourism: even though spas have always existed, they have never been so frequently visited as in this latest period. A true Italian national resource, the spas in Italy are present in all regions. Situated in natural serene environments deep in the countryside or high in the mountains and in carefully studied architectural structures aimed at relaxing mind and body, they are visited by couples, families and singles demonstrating the fact that the wellbeing holiday is seen by the public as a nstrating the fact that the weect that the weel-being holiday or high in the mountains and in touche to femminine beauty. real requirement and not just as a “frivolous” passtime, or exclusively dedicated to women.
The approach has also changed: traditionally therapeutic and curative, now the treatments exploit the sensorial virtues of fragrance and odours. The barrier of aromatherapy has been crossed: we have entered the era of aromacology.
 Feeling tired or stressed? Let yourselves be pampered with a chocolate massage, also called “the smiling massage” because just the thought of it cheers you up. Containing substances such as caffeine and bromine, it is able to stimulate the central nervous system and improve mood in a full multi-sensorial immersion of physical and mental wellbeing.
Many beauty farms use treatments which exploit the properties of the rose: massages, facial cleansing with rose oils and rose water baths …perfumed and rich in unsaturated fatty acids, it has anti-aging, regenerating and refreshing properties.
Caffeine was used as a adjuvant in the treatment of cellulite: it stimulates the activity of the enzymes leading to a reducing effect. It is often associated with tea leaves, cola nut, guarana and fucus.
 Begun in France, the concept of wine therapy found the ideal natural materials and cultural preparation in Italy for the development of anti-aging programmes based on the properties of grapes and its extracts.
These are just a few examples of how creativity and professionalism are able to develop.
CITY SPA
However wellbeing is not necessarily a synonym for holiday and is more and more to be found in a daily form, in homeopathic doses and close to home: City Spas are opening everywhere. The treatments offered are true multi-sensorial journeys, to alleviate body and mind stress.
There is growth in the visits to the Hammam (Turkish baths, inspired by Greek and Byzantine and Roman baths) and the approach with relaxation treatments coming from other cultures, which are recent discoveries for us, but which boast history and tradition going back thousands of years: massages based on essential oils, flowers, fruits, immersions in perfumed waters and environments...practices which maintain their exotic fascination even though they have entered to form part of our everyday lives.
WELLBEING FAIRS AND EXHIBITIONS
There are an increasing number of fairs and exhibitions related to wellbeing which during the whole year are visited by an increasing number of people: Thermalia Italia, specifically dedicated to spa tourism; Rimini Wellness (during the month of May), which covers everything concerning beauty, physical fitness and wellbeing; Dal Benessere al Bellessere (Acqui Terme, September /October 2009) “Lessons, dialogues, experiences, laboratories, workshops, books and live sets in order to feel good about ourselves and feel good with others.”
NEW FRONTIERS: OLFACTORY ARCHITECTURE AND PERFUMED OBJECTS IN EVERYDAY PLACES
It’s not always possible or easy to find moments to relax during daily breaks. There now exists a specific technology which, through the use of devices which are programmable in function with the requirements and needs of the times of the day, allow particular fragrances to be diffused which can relax and re-harmonise us in various work areas and, why not, also in the home. More and more widely used in public places such as hotels, showrooms and shops, a true concept of olfactory marketing.
Everyday objects which release perfumed essences at the slightest touch. The last frontiers have been overcome: now wellbeing has entered directly into our everyday spaces.
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