The Essencə - Eau De Parfum

Intended to convey “confidence, determination, and strength,” alongside creating a sense of balance between mind and body, The Essencə is a scent inspired by Chinese energy medicine. Its five olfactory notes represent the five natural elements in Chinese medicine. Tangerine represents wood, whose calming effect relieves tension or restlessness; tobacco represents fire, evoking warmth, well-being, and inner strength; cinnamon represents earth, whose sweetness stimulates creativity and counteracts fatigue; tonka bean evokes metal, creating a sense of calm and relaxation; and amber evokes water, elegant and caressing. The fragrance is created to be genderless and ageless.

The Essencə, Eau De Parfum, is a sensory journey that allows you to explore the five corners of the world using the power of smell. Inspired by Chinese energy medicine, five olfactory notes representing the five natural elements were chosen to transform this olfactory journey into an inner quest. Put together in a warm blend, Mandarin, Dried Tobacco, Cinnamon, Tonka Bean, and Amber coexist in perfect balance to restore harmony and psychophysical well-being. The result is a contemporary, dynamic, powerful, and addictive fragrance, an essence that has no age and, above all, no gender.

In Chinese energy medicine, seemingly distant elements, such as the seasons, ages of life, emotional states, and the disorders of human beings, are traced back and explained through five elements: WATER, EARTH, FIRE, METAL, AND WOOD. According to this philosophy, the balance of these five elements leads to a state of mental and physical well-being. In order to appropriately choose olfactory notes that recall the five natural elements to promote harmony and physical well-being, the Essencə was inspired by the ancient Taoist wisdom.

The Essencə is inspired by Chinese Energy Medicine and the five natural elements on which this philosophy is built: FIRE, EARTH, METAL, WATER E WOOD. The Essencə has been inspired by ancient taoist wisdom to appropriately choose olfactory notes that recall the five natural elements to promote harmony and physical well-being, these olfactory notes are: Mandarin, Tobacco, Cinnamon, Tonka Bean and Amber, appropriately distributed in the perfume's olfactory pyramid. Tangerine represents the element of Wood, this olfactory note has a calming effect that particularly affects the sympathetic system, making it effective in states of tension or restlessness. Tobacco represents the element of Fire, this olfactory note conveys warmth and well-being and makes one aware of one's inner strength. Ciannamon represents the element of Earth, Its olfactory notes are warm, gentle and sweet, stimulating creativity and counteracting fatigue. Tonka Bean represents the element of Metal, this olfactory note is warm and enveloping, leading to a sense of calm, and encouraging relaxation. Finally, Amber, represents the element of Water, this olfactory note has enveloping, caressing, and elegant nuances. Together they create an unconventional, bold, genderless ageless and contemporary fragrance.

10/15/2023

The Essencə is the fragrance for those who do not like to lock themselves into the definitions that society imposes, but who wish to experience life as a journey whose only purpose is to find harmony and well-being first and foremost with themselves. For this reason the Essencə is genderless and ageless. The Ə also used on the product packaging is a symbol used to create inclusion by going beyond the definition of gender. It is important because it draws attention to the need to go beyond prejudices, establishing who we are and who we identify with besides conventions.

The Essencə is an innovative product because it embodies a very important and current concept: self-determination, beyond any prejudice or social convention. What we want to convey by wearing this perfume is that beyond any definition only the essence remains. This concept also became the slogan of the perfume. The essencə thus becomes Rhea's signature fragrance, which bases her entire philosophy on the needs of every human being, recognizing the diversity that exists in each of us. The name of the perfume: The Essencə, is a play on words with a double meaning: essence means "perfume" but can also mean the "Essence" of a person, that which defines what each of us is. To create The Essencə Rhea took 5 olfactory notes from the five corners of the world, combining them with the 5 fundamental elements of Chinese energy medicine, because the search for oneself is a journey that has psycho-physical well-being as its destination. The essencə can be used for both the person and in the room. As Rhea's signature fragrance it is sprayed in the Rhea partner beauty centers and in the shopping bags of those who purchase Rhea products.

The online strategy for the launch of The Essencə included a B2C communication strategy, thanks to a collaboration with UGC 'User generated content', users who create content of different types: text, video, images, reviews, and post them in online sharing spaces, are the new trend in online marketing to convey transparency and gain the trust of consumers. UGC have 9.8 times more influence on their purchasing decisions than influencer marketing campaigns. The Essencə is featured on the Rhea website and e-commerce. The offline strategy is characterised by B2B communication with publications in sector magazines (e.g. Mabella) and initiatives for the beauty centre, such as dedicated marketing supports such as sample, posters, and displays cabinet to capture the attention of the customer. The B2C offline strategy is characterised by publications in important women's magazines such as Grazia. In all Rhea beauty centers the perfume is sprayed in the reception area or in the cabin in order to imprint the Essencə in the minds of consumers as Rhea's signature fragrance.

Website and Social Channel/s

On Rhea's website (rheacosmetics.com) a page was created dedicated to the Essencə, with a description of the olfactory pyramid. On the site there is a banner about the perfume on the home page. On social networks (IG: rheacosmetics.official, FB: RHEA Cosmetics), content such as images and videos were posted in which the concept of the perfume was illustrated. A video was also filmed with UGC creator, in which the perfume was used by an engaged couple, to emphasize its use as a no-gender perfume.

No Patents.

The Essencə is the result of careful market research. From this research it was clear that the power of smell is the one most connected to emotions among the five senses. While visual memory loses 50% of its intensity after 3 months, memories linked to the olfactory sphere only lose 20% of their intensity even after a year. When you perceive a perfume, it brings back in people's mind the same emotions as the first time they experienced them. the main objective of the point of sale is to establish empathetic and effective communication with the customer, which allows for long-term loyalty. Rhea, by creating a signature fragrance, wanted to create a real non-verbal statement of what the actual identity of the brand is and what values it is based on. the essence collects Rhea's identity and its fundamental values in its concept, such as respect for the diversity of every human being and the concept of well-being which does not only concern the external appearance of the skin but which also concerns the emotional state it leaves you a cosmetic. The Essencə also has a socially current concept as it goes beyond gender and age categorization and is aimed at all consumers, regardless of how they identify themselves. it can be shared by people of different genders and also used for rooms. the search for each olfactory note was done thinking about what that perfume transmits, then combining it with the elements of Chinese Energy Medicine with the aim of restoring a psycho-physical balance. In addition to the five main notes already described (Mandarin, Tobacco, Cinnamon, Tonka Bean and Amber) the other olfactory notes chosen are also the result of in-depth research, such as Myhrr, which has a calming effect on the nervous system, inducing a feeling of mental and physical calm. Cotton Candy, an olfactory dessert that transports the mind on a sentimental journey through childhood memories. Açaí Berries, Its olfactory note is fruity, fresh and flowery, capable of infusing joy and vitality; and Licorice whose notes have anise, slightly woody, and balsamic undertones.

Rhea’s cosmetic products are studied and developed by the R&D department and manufactured in the Industry 4.0 production facilities at the headquarters of Bologna, Italy. To guarantee the highest level of safety and hygiene, the entire manufacturing process follows the most restrictive GMP (Good Manufacturing Practice) regulations and, as of this year, after meticulous procedures and rigorous audits, Rhea Cosmetics is officially ISO 22716 certified, a major milestone in its ongoing commitment to excellence. This international standard, specific to the cosmetics industry, guarantees the highest safety and sanitation standards for the product at all stages of its creation: from production and packaging, to inspection, to storage and shipping. At Rhea Cosmetics products are created with the awareness that from our central role as human beings comes great responsibility. That is why all of Rhea’s products are Vegan certified: 100% free from animal derived substances as certified by Vegan OK, the most widely used ethical standard for vegan products in the world. With the same goal of having the least possible impact on the environment, products are manufactured in small batches to ensure their constant freshness and the least waste of material as possible. The manufacturing process’ energy needs are entirely covered by an internal photovoltaic system and a closed-circuit system for recycling water. All raw materials are selected and sourced from certified suppliers and part of these, in collaboration with the University of Bologna, are recovered from unsold fresh produce of local suppliers: vegetables and fruit to obtain phytoceutical actives at 0 km and with 0 waste. Every formulation is Dermatologically Tested and special attention is reserved to the most reactive and intolerant skins thanks to the Sense range, Dermatologically Tested on Sensitive Skins.

Rhea Cosmetics is officially ISO 22716 certified, a major milestone in its ongoing commitment to excellence. This international standard, specific to the cosmetics industry, guarantees the highest safety and sanitation standards for the product at all stages of its creation: from production and packaging, to inspection, to storage and shipping. all of Rhea’s products are Vegan certified: 100% free from animal derived substances as certified by Vegan OK, the most widely used ethical standard for vegan products in the world. Every formulation is Dermatologically Tested and special attention is reserved to the most reactive and intolerant skins thanks to the Sense range, Dermatologically Tested on Sensitive Skins.