The Coral Moon Idea

Aromatherapy:
An Introduction

The ancient art of aromatherapy involves the use of pure essential oils to heal the body, mind and spirit. These essential oils are extracted from flowers, roots, seeds, herb, spices, woods and resins. Aromatherapy can invigorate and stimulate, or soothe and calm. It can help you concentrate, inspire, arouse, cleanse and cool you. It can help you sleep, repair damaged skin, and treat burns or stings.

Aromatherapy combines the two basic primitive senses; touch and smell. Aromatherapists use a vast number of essential oils, each contains an average of 100 components.

The process of extracting essential oils from plants is an art in itself and requires infinite patience. Over 300 jasmine blossoms are required for one 12ml bottle of oil. Each flower must be handpicked before the sun becomes too hot on the very first day it opens. The petals of thirty roses yield just a single drop of rose oil, which explains why it is the worlds most expensive oil.

One of the greatest advantages of essential oils is the wide variety of ways in which they can be used - through bathing, vaporisation, massage, compresses, inhalation, foot baths, direct application and perfume

 

Aromatherapy: A Brief History

The medicinal qualities of essential oils have been revered for centuries. The right combination of scents can enhance concentration, lower blood pressure, and even alleviate depression

The Egyptians were using aromatics more than 4000 years ago for medicinal and cosmetic purposes. They also used them to embalm their dead. Large numbers of oil bottles and ointment jars have been found in pyramids with traces of the original contents intact.The Ancient Greeks and Babylonian doctors made the discovery that the odours of certain flowers were stimulating and refreshing, while others were relaxing and soporific. They used the abundant commodity of olive oil to absorb the aroma from the flowers, petals and herbs, and used the perfumed oils for both medicinal and cosmetic purposes.

In China and India, an unbroken tradition of aromatherapy dates back thousands of years. The use of plants for healing reflect the religious and philosophical view that man is part of the continually changing process of nature.

The term 'aromatherapie' was invented by Rene Maurice Gattefosse, a French perfume chemist. After burning his hands in a laboratory explosion he plunged them into some pure lavender oil. They healed extraordinarily fast and left no scar.

With the development of synthetic drugs, the use of essential oils all but disappeared from western societies, particularly during the 20th century. Fortunately their value is being rediscovered and in these ancient fragrances can be found the key to dealing with the pressures of modern living.

A Strategy For Growth

Several strategies are being pursued by Coral Moon's management team to generate and increase growth. These include:

• differentiation of our product
• diversification of our product base
• concentration on exclusive niche markets
• utilising socially responsive policies

But most important has been the decision to

This last is due to factors such as relative population densities, Australia's international reputation as a healthy environment in which to produce, and the benefits of being able to move into larger markets for luxury goods.

Internationalisation

Prior to internationalisation, the company spent nine years in the domestic market before the decision was made to expand overseas. During this time, Coral Moon created a strong foothold in the niche market of aromatherapy. The product range is aimed at all income brackets, and those interested in the benefits of natural healing. Coral Moon manufactures all their own products, and has a continuing emphasis on research and development. Coral Moon differentiates their products by making them 100% natural, of the highest possible quality, and packaging them in practical and recyclable materials.

This strategy is not only environmentally sound, but also socially responsive. Because the business of aromatherapy is traditionally a natural one, this policy promotes the idea that the company is both in touch with nature, as well as environmentally conscious.

The relative size of both the domestic and international markets, has been taken into account during the process of expansion. Expansion was seen as the only feasible option for the company which would allow it to maintain its high growth rate.

The criteria for choosing the destinations for the international expansion are:

All legal, social and environmental constraints are investigated through Export Access and Austrade.

International Versus Domestic Expansion

The decision to expand internationally rather than domestically grew from the understanding that since the products require little change when travelling between different countries, they have a de facto potential in the global market. It follows that the degree of difficulty in marketing products is no greater in Colombo than Sydney with the advantage, however, of Asia's vastly increased size of market. This large market size logically leads to increased profits, and growth with easier entry into surrounding countries, as our reputation spreads.

The decision to go international is also beneficial, as it exploits Australia's reputation for being wholesome and unpolluted. It is doubtful this differentiation would been as successful in the domestic market where consumers are less likely to have the same stereotyped view of their own national attributes. Coral Moon has taken full advantage of this international stereotype by emphasising this natural and unpolluted product in their international advertising, and tying it in with the overall aim of product differentiation.

Market Scope

Coral Moon's policy of exclusively pursuing all income markets in Australia and the expatriate populations in foreign markets has been extremely successful in the early stages. Now that the company has increased in size and security, there arises the opportunity to expand not just into different countries, but also into different markets within those countries. This diversification will be achieved through closely targeted, demographic specific marketing and product design, backed up by constant marketing reappraisal. It is not the intention of Coral Moon to develop less expensive products to target a more mainstream market, as we believe that our image as a quality conscious and responsible manufacturer is a valuable asset and that customer loyalty as well as product integrity indicate that we continue to service our core middle-to-upper income market.

RESEARCH AND DEVELOPMENT

Investing in the Future

Coral Moon recognises the fact that an ongoing policy of research and development is the key to a strong and innovative product line. We take pride in the Coral Moon product range, and are continually seeking new ways to improve or add to it. Our commitment to using only the purest natural materials dictates a continuing exploration of all botanical sources and the assessment of their usefulness.

Coral Moon also undertakes R&D under contract for third parties interested in developing non-competing products. Our TGA licence means that our research facilities are particularly sought after by companies wishing to create high quality, reliable products. Contract R&D has also proved a lucrative avenue in developing new processes that we would not otherwise have developed.

Our People

Our staff are our backbone, and need an environment that whilst being productive and ergonomic also needs to create an atmosphere of harmony.

Combining the talents of local architects, builders, consultants and landscape gardeners, our award winning building houses, a manufacturing plant, with one of the most clean room environments in Australia, ensuring the highest of manufacturing standards are maintained.Coral Moon International has a full license to manufacture therapeutic goods under the Therapeutic Goods Act, Commonwealth of Australia.

Coral Moon International has a dynamic team all committed to producing the highest quality of products in the world today.

Our team of chemists work with the directors to Research, develop and produce exclusive new products for both the Coral Moon range and contract clients. Our production and packaging team ensure quality control and efficiency is maintained at all times.

This is all backed up by strong marketing and managerial teams, strategic planning, and specialist consultants who complete the Coral Moon company.

The Directors

Milton C Lynn - CEO / Managing Director

AUSTRALIA’S HOME GROWN SECRET

Coral Moon’s home grown success since its establishment in Noosa, Queensland is a testimonial to MD/CEO Milton Lynn’s dedication to not only making the world’s best natural skin care and aromatherapy products that sell, but products that work for your mind and body.

Coral Moon products are more than just skin deep, every detail from product development through to the manufacturing process are executed with the utmost concern for our clients’ wellbeing, that’s why all our products have a maximum amount of natural, active essential ingredients.

Our lifestyle product selection includes specialist ranges from Mother-To-Be, Men Only Care and other day-to-day Massage and Essential Oils, Body Care, Body Therapy, Hair Care, Skin Care, Bath Salts, Natural Soaps and various other natural beneficial products.

Milton chose the clean green Noosa environment as homebase and head office to focus on making 100% natural products of the highest possible quality under strict “Therapeutic Goods Administration Guidelines”, based on pure plant extracts and minerals, free from animal testing.

All our products are manufactured and packaged in Noosa, Australia, with only the very best natural ingredients used ensuring the integrity of every product.

Coral Moon Lifestyle Products from Australia are exported and enjoyed by clients in over 14 countries around the world. Our products are considered essentials in many international luxury 5 star resorts, hotels and Spas such as Australia’s Sydney Observatory Hotel, Lizard, Dunk, Bedarra and Hamilton Islands, Noosa Sheraton and the Hyatt Coolum Resort.

Coral Moon International’s success continues to grow from glowing reports from celebrity supermodel Elle MacPherson and Ali Veras, manicurist to the stars such as Cate Blanchett, Nicole Kidman and Kylie Minogue.

Milton and the Coral Moon team’s commitment to the ancient art of aromatherapy and natural skin care will continue to position Coral Moon International as the only real alternative to chemically based skin and body care.