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The Aroma of Healing
By Sandhya Chipalkatti

Geraldine Howard, Co-Founder and President, Aromatherapy Associates speaks of finding inner strength through her eponymous brand ‘Inner Strength’ created during her darkest hour, and how this bespoke aroma helped her give back 


It’s not very often that you hear first hand, inspirational stories of people who have withstood grave odds with courage. I was fortunate not only to hear her story, but also meet Geraldine Howard at the GSWS in New Delhi in September 2013, where she spoke of her battle with eye cancer and how it led to the formulation of one of Aromatherapy Associates’ most sought-after oils, ‘Inner Strength’. Here is the story of Geraldine Howard and ‘Inner Strength’. 

“I’ve been lucky to work in this industry for about 40 years. And I was lucky enough to work with some of the real pioneers in natural therapy when I was in my 20s. Consequently, I believe I’ve led a pretty healthy life… a very good diet, regular exercise and meditation. And I always used natural therapies wherever possible rather than hard drugs and even energy medicine.
However, two years ago, I was diagnosed with a form of eye cancer. So you can imagine my question was… “What have I done wrong?” Because there are many different theories as to why we develop cancer. But the statistics are quite scary. One in three people will be affected by cancer… that’s the reality of life today!” 
Geraldine Howard was faced with the choice of having radiotherapy or removing her eye, and she decided to go for eye removal. “I felt I could live quite happily with one eye and in fact, I’ve managed to. Although it is gets hard at times to pour wine into a glass! But the option (of radiotherapy) could have affected my brain and I certainly wouldn’t have retained my eyesight. So I thought eye removal was the better option as it would probably remove the cancer too.” She lived in that dream for about 6 weeks till the analysis of the tumour gave her further bad news – that she had a very aggressive form of cancer. And it was a not a case of whether it would spread, but when, within weeks or certainly months.


And yet, Howard was given another option. She heard of a new treatment being tested in Holland. It was a cancer vaccine treatment called ‘Dendritic cell vaccination’ (Dendritic cells are part of our T cells – basically part of our defense system). And this treatment was designed to give the immune system a little bit of help… to fight cancer cells. Howard felt this was very in keeping with their philosophy and opted for the treatment.

The treatment involved extracting white blood cells from a patient, from which they find your Dendritic cells and manufacture more of your own Dendritic cells in a laboratory. Over a period of 18 months, these are pumped back into your system to help you fight and kill the cancer cells. No drugs involved at all. This relatively new research being trialled on aggressive forms of cancer because results are positive, far better than chemotherapy.

“You do suffer from slight fever, chronic fatigue, and nausea but thank goodness, not the dramatic hair loss and the sickness that you get with chemo. And given that it is the patient’s own immune system, the symptoms vary from patient to patient. While it is still being trialed, the fact that I am still here, is proof that it is working. Without it, I certainly wouldn’t be standing here today!” says Howard. “But in these kinds of cancer treatments, you go through some pretty low times. At times I felt as though ‘I was walking along the edge of the cliff’ and I was struggling to stay on this path, and if   I fell into this great big black hole, I had a feeling I was never going to get out.”

This bottoming out had a phenomenally positive outcome. Falling back on her training as an aromatherapist, she one day asked herself, “What would I do if this was a client? I would go and make them an oil! I knew how powerful essential oils are and how they can really help to focus your mind and help you to stay positive.” So she opened her box of essential oils and let her instincts tell her which oils she needed. And interestingly, she made this very peculiar blend that her intellectual brain would never have made. She bathed in this oil every day, put it her pulse points and started wearing it around the office. Friends and work colleagues kept asking her, “What is that smell? We love it! Can’t we bottle it? Can’t we
make it? Can’t we sell it?” The potent formulation lifted Howard out of the deep black hole she was in, and she named it ‘Inner Strength’. 


“ I chose vetivert, camomile and sandalwood to calm and reduce anxiety, frankincense to clear the mind and help focus. I also find it makes you breathe more deeply. Geranium which is emotionally balancing, rosemary and cardamom which I find physically strengthening and finally rose, because that to me is a hug in a bottle.”


“We decided that we would bottle it and sell it because I wanted to help other people going through the same problems that I had. And I really wanted to give back to all the researchers who were doing so much work. ” Howard believes that this type of research will change the face of cancer in the future. The results were interesting. For Aromatherapy Associates, it became the fastest-selling product ever. It’s also raising thousands of pounds every month for cancer research, because the company donates 10% of the proceeds from the sales of these oils back into the cancer research in Holland. A little sticker on the bottles names the research centre creating awareness. And they have had a really phenomenal press response and articles about this amazing cancer research. 

Happy with the outcome, Geraldine Howard reflects, “What have I learnt from this? Firstly, it has helped me to accept having the cancer. And being able to do something…. to give back. From a financial and commercial interest, it has shown me that having a successful company truly can raise money and give back, without, damaging your own bottom line. You
can make a big difference by doing a small thing and the visible effect is absolutely phenomenal.

And I think that shows me what this industry can do – that by actually helping and giving people support, we really can work at the absolute core, fundamental meaning of wellness.I have been astounded by the response that I’ve had by just making this one oil. I have had some very moving emails from people who have found the oil helpful to find their inner strength to stay positive in difficult times.

“The research in Holland has given me life that was not expected following my diagnosis so I am so grateful to them. I wanted to give something back and help their research so we donate some of the proceeds from the sales of Inner Strength to the foundation. We are always trying to create awareness so
others too can help.”  







“For me, the treatment has been a phenomenal marriage of the medical world and the spa world and I do believe they can work hand in hand.”

Geraldine Howard, Co-Founder and President, Aromatherapy Associates

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Welcome to (the “Site”), a website owned and controlled by C&E Pvt. Ltd (“C&E”, “we”, “us”, or “our”). We operate the Site, and C&E products and services made available through the Site (collectively the “Services”), which make link creation in copied and pasted content effortless to readers and, in certain cases, enables easier searches from copied content. We provide this privacy policy to let you know what information we collect, and how we use it, share it and protect it.

Privacy Practices for Visitors to the Spa Mantra Site

(a) The information we gather and how we use it: The Site is primarily directed to Publishers, although we welcome End Users who want to know more about our Services. We do not collect any PII from End Users through the provision of our services.  When a Publisher signs up for our site, we will collect the Publisher’s e-mail address to enable us to offer the service.  A single e-mail address from the Publisher is the only Personally Identifiable Information (“PII”) that we collect and we do this only to enable login to the site and to enable us to contact the Publishers that use our Services.

(b) Controlling our use of Publisher Login Information: If you have provided your email address when registering for our Site, you may modify that information at any time by visiting your account settings (https://id.C& You can also delete your account at any time. You can opt out of receiving certain email communications from the Site by clicking the “Unsubscribe” link at the bottom of each email.

(c) Information Sharing: We will use a Publisher email address provided at login exclusively as follows:

With third parties if we have a good faith belief that access, use, or disclosure of such information is reasonably necessary to (a) satisfy applicable law, regulation, legal process or an enforceable governmental request, (b) enforce the applicable Terms of Service, including investigation of potential violations thereof, (c) detect, prevent, or otherwise address fraud, security or technical issues, or (d) protect against harm to the rights, property or safety of C&E, its users or the public as required or permitted by law.

In the event we go through a business transition such as a merger, acquisition by another company, or sale of all or a portion of our assets, the Publisher’s email address may be among the assets transferred.

Privacy Practices for End Users Who Visit Publisher Sites that have C&E Services Installed

We do not collect any PII from End Users who visit Publisher Sites.

We operate the Services, which make link creation in copied and pasted content effortless to readers and, in certain cases, which make searches from copied content easier. When you, an End User, copy content from a Publisher Site and paste it into another document, the Services that have been installed on the Publisher Site may, at the publishers discretion, automatically append a link back to the original content. When you visit a Publisher Site, we collect certain non-personally identifiable information (“Non-PII”) for use on our platform (the “C&E Platform”). We enable our Publishers to use this information via the Platform for analytics purposes, and we also use some of this information to market our products and services to you and those of third parties we believe may be of interest to you as described below.

(a) The information we gather and how we use it:

PII – We do not collect PII from End Users who visit a Publisher Site.

Non-PII – We collect Non-PII through the provision of Services for use on the C&E Platform. For example, when you visit a web page on a Publisher Site, our server logs may collect your Internet Protocol address, browser type, browser language, the date and time you visited that web page, and the web search that landed you on that web page. We may also collect information regarding what content you copy from the Publisher Site. Also, when you visit a Publisher Site, we will place a cookie onto your computer or other device. “Cookies” are small pieces of information that a website sends to your computer’s web browser while you are viewing a website. We use cookies to improve the quality of our Services, including identifying user preferences and interests and identifying user trends. We also use cookies to help advertisers and publishers serve more relevant ads to users.

(b) Controlling our use of your Non-PII: If you don’t want us to (i) enable C&E-generated links in connection with copied content, or (ii) track your Non-PII, you can opt-out by clicking the Opt Out button on this page. You will need to Opt-Out for each browser you use and have cookies enabled.

(c) Information Sharing: We share Non-PII with other companies or individuals as follows:

We use Non-PII to enable us to provide our Services to our Publisher partners. We also use Non-PII to enable advertisers to serve more relevant advertisements to their audience.

We share any information we have with third parties if we have a good faith belief that disclosure of such information is reasonably necessary to (a) satisfy applicable law, regulation, legal process or an enforceable governmental request, (b) enforce the applicable Terms of Service, including investigation of potential violations thereof, (c) detect, prevent, or otherwise address fraud, security or technical issues, or (d) protect against harm to the rights, property or safety of C&E, its End Users or the public as required or permitted by law.

In the event we go through a business transition such as a merger, acquisition by another company, or sale of all or a portion of our assets, we expect that any and all information that we have will be among the assets transferred.

    In addition, we may aggregate your Non-PII with the Non-PII of others and share that aggregated information with third parties without restriction.

Information Security and Retention

We take reasonable security measures to protect against unauthorized access to or unauthorized alteration, disclosure or destruction of data. These include firewalls and encryption, internal reviews of our data collection, storage and processing practices and security measures, as well as physical security measures to guard against unauthorized access to systems.

We restrict access to Publisher email addresses to C&E employees, contractors and agents who need to know that information in order to operate, develop or improve our Services. These individuals are bound by confidentiality obligations and may be subject to discipline, including termination, if they fail to meet these obligations. However, we are unable to guarantee that the security measures we take will not be penetrated or compromised or that your information will remain secure under all circumstances.

We retain records of Publisher email addresses for as long as the Publsher maintains its account.

We retain detailed records of End User activity for a maximum of 90 days. Statistical summaries and data aggregations may be kept for longer periods.


We do not knowingly collect or maintain PII from any individuals – especially individuals who are under 13 years of age, and no part of our Site or Services are designed to attract people under the age of 13. Protecting the privacy of children is very important to us. If we obtain knowledge that a user is under the age of 13, we will take steps to remove that user’s data from our databases.

Links to Other Sites

Our Site and Services contain links to, and allow you to share content on, third party websites and services. The fact that we link to a website or service or allow you to share content on them is not an endorsement, authorization or representation that we are affiliated with that third party, nor is it an endorsement of their privacy or information security policies or practices. This privacy policy applies only as provided in the “Scope” section above. Other websites and services follow different rules regarding the use or disclosure of personal information. We encourage you to read the privacy policies or statements of the other websites you visit.

International Users

The Site and Services are hosted in the United States. If you access the Site or Services from the European Union, Asia, or any other region with laws or regulations governing personal data collection, use, and disclosure that differ from United States laws, please be advised that through your continued use of the Site or Services, you are transferring your PII (there is no PII associated with services – we need to alter these sentences) to the United States and you consent to that transfer. Additionally, you understand that your PII may be processed in countries (including the United States) where laws regarding processing PII may be less stringent than in your country.

Questions or Comments?

C&E regularly reviews its compliance with this Privacy Policy. Please feel free to direct any questions or concerns regarding this Privacy Policy by contacting us through this Site, by emailing us at [email protected] or writing to us at:


C&E Pvt. Ltd

210 Srikant Chambers

Sion Trombay Road

Chembur, Mumbai


Changes to this Privacy Policy

Please note that this Privacy Policy may change from time to time. If you have any additional questions or concerns about this Privacy Policy, please feel free to contact us any time through this Site or by writing to us at the address set forth above.

Cancellation & refund policy

Return Items
If you are not completely satisfied with your purchase, you may be eligible to return the item for a refund.
To return an item, please visit online Order Status for assistance 24 hours a day, or call xxxx-xxxx, Monday – Friday from 5:00 a.m. to 8:00 p.m., or Saturday – Sunday from 7:00 a.m. to 4:00 p.m. Pacific time.
Returns policy
Items that cannot be returned include: