Former Aroma Therapy CEO Tracey Woodward Is WOTC Magazine’s cover girl
TRACEY WOODWARD
With Phadria Prendergast
Credit: Tracey Woodward With almost 4 decades in the industry, it’s no wonder that Tracey Woodward is the industry go-to. She’s contributed to the success of numerous brands such as Estee Lauder, Donna Karan, Marks & Spencer Beauty and of course Aromatheraphy Associates, which she stepped down from in December 2018. Tracey and I caught up to discuss life in lockdown and what the industry looked like next.
When I first spoke with Tracey a few months ago, the topic of discussion was the beauty industry. We caught up amidst the lockdown where she expressed that she was coming to terms with another 3 weeks. Tracy considers herself to be very fortunate that she is in the countryside and not around many people. “We are a little more isolated and left out of that situation”. Tracey goes to the store once a week. “The closest shop is 2 miles from here but it never has anything so we get into the car and go 20 minutes further, you won't see any cars, you won't see any people”.
“At first it was time to get on with but now… it is sad”. Tracey has always been in the frame of mind that the pandemic would eventually come to an end. “The best way to face a bad situation is to have gratitude and to remain optimistic”. She believes that it would be the perfect time to meditate, to focus on the brighter side of life because it will make you stronger. In our initial conversation, Tracey expressed how grateful she is for how far she has come and how her positive mental attitude meant that her life went a certain way. Tracey had been intimated by education as she didn’t have one and was unable to read or write until almost 15 years of age. “My mum used to always say to me, whether you think you can, or you can’t, you’re right”. “She would always tell me that no one was coming to save me, including her so that was my mindset, I’ve got to save myself” Tracey goes on. “It’s made me a lot more resilient and self-confident”.
“The best way to face a bad situation is to have gratitude and to remain optimistic”.
During one of the first conversations Tracey and I had, she stated “I am very privileged to be in the cosmetics and beauty industry where it’s a nice split. There’s still not that many females on board or rather many CEO’s, but I’m blessed to be in a field that encourages women”. Tracey has been on the board of executive women for 8 years where she offers mentorship and support, helping women to become more confident and giving them a way into the industry. A standout moment for Tracey has been being able to step away from general beauty and focusing on wellbeing and self-care and confidence. She has enjoyed working with brands that are focused on empowerment. “Self-care is the first form of healthcare. Not just about looking good but feeling good. To be able to work with brands that have that conversation”.
More than ever the entire wellness sector is becoming stronger. “I think that people will understand the importance of self care more”. Cosmetics and fragrances won't fade away, it will be slower but it will just have to be more meaningful, that's all. “We will look at it differently and ask questions like, ‘how does it make me feel’? And less about how this makes me look. I believe people now know the importance of how we want to feel internally - especially for those that are alone, with no one”. “It's all about how we feel about ourselves” she continues. “It's not often that society gets that opportunity to go deep and be able to answer those questions. Other questions may occur to trigger their thoughts to think more about what they are buying and why they are buying it. Is it out of peer pressure? Do I need it and what are my benefits to it? Less people will care about how it makes them look”. “During this lockdown, a large chunk of the population took the time to practice self care and to work on their wellness - something they wouldn't have done before because there was no time or it wasn't seen as a necessity. Your physical care is vital to your mental health”. The lockdown has prompted many to think of how to improve themselves and ask themselves questions such as, ‘where do I want to go’?
“If I had to talk to my 20-year-old self, it would be more about defining where I was going.” Woodward, who taught herself how to read and write, began making lists of the things she wanted to be, buy and be in control of. “For me it was about making a plan. Go bolder with plans, expand your education, expand your mindset. If I could go back, it would have been more about expansion and less about accepting. I would have pushed harder”. Theirworld - the charity Tracey is currently working with, denies no child the right to an education. “By 2030, 50% of the children in the world will not have an education. Having been denied one, it is powerful for me and I think it’s essential if we want to change the world.”
“If I had to talk to my 20-year-old self, it would be more about defining where I was going.”
Tracey perceives that people will be a lot more humble and appreciative of key workers. A friend of Tracey’s is planning on giving her cleaner a pay rise when she is back. “I realised how hard all of this is and there are things that we have taken for granted”. Tracey encourages those who are going through the lockdown alone, to be a part of a community by using social platforms to engage and communicate effectively with others.
With the world being forced to slow down and with many more opportunities to speak to more people, Tracey found it fit to reconnect with a lot of her friends over this period. “When you reach out to others you are able to draw further inspiration”.
