Buzz words, Buy words and Brand – how companies rely on your ignorance to sell you essential oils.
As a Young Living leader, I have had many of my members ask me over the years why Young Living is the best and what is the Young Living difference. Over the course of time I have been given countless links to articles, company claims and social media posts that say one thing or another about a brand of essential oils.
Every time, I say the same thing: There is only one essential oil company in the world, Young Living. There are hundreds of marketing companies that market essential oils but not one of them is an essential oil company.
You see, marketing companies sell. That’s their job. They use marketing tactics, buzz words and branding that depends on consumer ignorance to bring the dollars in.
Here are the most common Buzz Words marketing companies employ to garner “buy in” based upon ignorance: Organic, wildcrafted, pure, certified
Let’s break these words down:
Organic – when you see this buzz word, you’re getting buzzed.
There is NO SUCH THING as true organic essential oil! It is only the label that dictates certain criterion to be present or not present for a company to be given the organic certification/label.
USDA Organic Standards apply to US growers and therefore the majority of essential oils would not actually fall into this organic standard. Young Living is the ONLY company that has set up a true essential oil standard the world over. The same standard for their essential oils in Equador would apply to their essential oils in Idaho.
If a company says they are USDA Organic then tells you they searched the world over to find you the best essential oils, you are getting buzzed!
Organic certification is a governmental agency run by the USDA for the dairy, meat and agriculture industry. There is NO USDA certification specific to essential oils but only the plants that are used. The FDA has no specific “quality compositions” required for organic standards of essential oils exclusively. That means there is no “organic” labeled essential oil that would provide the consumer with any value that can be rightly compared for the quality conscience consumer.
Bringing a true essential oil (the way God intended) from the “soil to oil” is a complex process that takes years to begin, years to perfect and years to develop. It’s a process that requires extreme soil preparation, agriculture conditions and large land masses (better known as farms) and that is just for the seed. Seeds aren’t regulated by USDA “organic” label. They merely restrict most GMOs but DOES NOT ensure quality seed stock or hybrid seed.
True essential oils require a historic profile the world over of understanding and documentation to establish a library of data so that the conditions each plant requires will bring optimal results that can be carried out as effectual for its therapeutic benefits.
Young Living has the largest library of data in the world. It would take a company 30 years just to catch up on the necessary data to bring a true essential oil to market, but by then, Young Living will have 60 years of data (if they start now).
So, anyone claiming to have true essential oils will need to show you their time machine to even be on the same playing field. I think we could stop there, but we are having fun, let’s keep going.
USDA certification only requires 3 years of organic growth to be eligible for organic certification. No soil tests or cultivation methods are required. Organic certification applies to what may NOT be used and therefore, leaves much room for short cuts and profitability extensions (meaning comply to the don’t but don’t add to the “do” list). “Do’s” cost money!
Let’s look at some of Young Living’s “Do’s”:
- Young Living prepares their soil for 5 years before planting crops for the first time. Plants are then sown into Young Living owned farms or Young Living partner farms that has passed Young Living Standards. There is a Young Living farm on every continent except Antarctica and in most cases multiple farms in countries around the world.
- Plants are carefully monitored and the soil scrutinized and tested in every stage of plant life.
- Worm castings from worm composting, composted organic plant materials and spring or aquifer water is used on the plants (you will not find any municipal water ever used).
- Young Living only allows employees who love their jobs to work with the oils. To qualify to work with the plants a person cannot have any course or bad language and must love what they do.
- Farms are visited regularly and must comply with Young Living standards.
Harvest – USDA does not address this.
Distillation – USDA does not address this.
Testing – USDA does not address this.
For Young Living to pursue any organic certification it would greatly diminish the value of essential oils as this certification cannot be and should not be applied to a true essential oil that requires much more than an organic label would dictate.
The only standard world over for a true essential oil is the Seed to Seal promise. www.seedtoseal.com.
For a more robust article on this subject read: http://www.theessentialfamily.com/category/essentialoils/about-young-living-essential-oils/
This buzz word is clever. Wild gives you the picture of something not tainted, never touched, almost a sense of purity just within the word itself. Buzzed! Wrong, consider the facts.
I drive down plenty of roads that have wild everything growing on either side. Wild flowers, while beautiful are hardly to be trusted for commerce. The soil has never been cultivated, tested or developed. Nutrient dense soil is the key to any agriculture. Don’t be fooled by this buzz word!
Wild crafted plants won’t even give you a third of essential oil from an acre of wild crafted plants. This is because the nutrients are not there to provide the plants what they need to bring an abundance of essential oil from the plants. Companies that use wild-crafted plants are then dependent on extenders and fillers as they could not possibly profit from this practice. The consumer not only gets an inferior oil but also an adulterated one.
Sounds just about right doesn’t it? I mean, who wouldn’t want something pure. But there are many “pure” things found in nature, but that doesn’t mean we want it in our bodies. Many vitamin companies sell products with Calcium carbonate as it’s a natural and pure chemical compound found in rocks and limestone but that doesn’t mean it’s good for us to consume.
Pure is relative to what we are referring to and many marketers find this buzz word to be very effective in sales. But don’t be fooled just because a label says pure. We don’t always know what “pure” substance may be in a product.
It’s another buzz word that means nothing unless you know what valid certifications actually apply to essential oils. Marketers are depending on a consumer’s ignorance. Some companies have nothing more than a trade-mark (™) that is something that is purchased to protect the rights to a company using a certain word. If a certification is trademarked then that should be your first sign that you’ve been hood-winked. The certification is nothing more than a word and is not an actual certification. Some companies build their whole marketing on this trick. Buyer beware.
Buy Words and Branding
Let me finish this article by saying this. I had the unique privilege to spend a lot of time with some of the top health experts in the wellness industry. I learned much over the time spent with these experts. I appreciated their knowledge and expertise on the various topics of health.
These experts have since chosen to take their expertise to the essential oil market. In the time I had spent with them, these experts knew they would be taking on the essential oil “giant” Young Living. They knew that they couldn’t begin to even compete on the same level as Young Living when it comes to the quality standard and processes that Young Living has in place.
It would take them 30 years just to catch up and they weren’t willing to start the process of being a true essential oil company with limited resources and having to invest 30 years of research and development in order to be a true essential oil company.
So, instead, they are depending on their brand. Their brand has a following and that following has trusted them in the wellness industry. Now, they are depending on that trust (that buy in) to capitalize on a market that is growing fast and they want in.
They know what the consumer needs to hear to trust them. They know what “buy words” to use, they know how to market and they know that most people who considered them to be experts in health must also be experts in essential oils.
The biggest “red flag” is that these companies compare their company with Young Living. They use buy words that are supposed to reflect distinction, words like “non GMO”, “100 pure”, “organic”, “quality control”, “safety” and the list goes on. The truth is that none of these “buy words” can even begin to distinguish them in the field of essential oils until they show the consumer their farms (which they don’t have) their testing (which is limited) and provide tours of their facilities by which they claim to produce their oils (which they don’t have).
What I have outlined here is just a snippet of information that provides consumer savvy tips. There could be volumes spoken on the subject of why Young Living is the only essential oils company in the world. What has taken 30 plus years to develop cannot be matched.