Designing Emotional Clarity in Retail: A Mood-as-a-Service™ Collaboration When Australia’s largest telco set out to reimagine the emotional quality of its retail experience, Telstra didn’t just explore scent, they explored mood design. This began a four-month collaboration with Auric that pressure-tested every part of our Mood-as-a-Service™ platform: creativity, technology, measurement, and scalability.

Designing Calm & Focus in Retail with Mood-as-a-Service™‍

Telstra partnered with Auric Spaces, our enterprise scent-intelligence platform, to explore whether emotional design — delivered through smart, AI-powered scent — could measurably improve the customer and staff experience across its retail network.

What began as a creative experiment in one store evolved into a multi-state deployment across five regions, validating Auric Spaces as a scalable Mood-as-a-Service™ system for enterprise environments.

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Challenge

Redesigning the Emotional Layer of Retail

Telstra’s brief was focused and ambitious:

Could mood, specifically Calm and Focus be intentionally engineered in-store to improve clarity, comfort, and the quality of customer interactions?

They were not seeking fragrance.

They were testing whether emotional experience could become a designed, measurable asset across the business.

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What Auric Spaces Delivered

1. Proprietary Emotional Scent Territories

Auric developed a suite of scent territories aligned to Calm and Focus, using our ritual-based methodology, volatility mapping, and therapeutic essential oil profiles.

Names and formulations remain part of Auric’s IP roadmap.

2. Behavioural Test & Learn Program

A multi-week evaluation cycle analysed:

• emotional impact
• staff feedback
• dwell-pattern behaviour
• scent intensity curves
• zone-map logic

3. Immersive Store-Lab Integration

Inside Telstra’s Melbourne retail lab, Auric Spaces collaborated with lighting, retail design, and brand experience teams to create a fully integrated sensory prototype.

Scent, light, and spatial design were synchronised to deliver a unified emotional experience — a hallmark capability of Auric Spaces.

National Rollout

Mood-as-a-Service™ Across Australia

Following the success of the Melbourne lab trial, Telstra expanded Auric’s scent-intelligent system into a national, multi-state rollout. Auric Spaces is now active across five Australian states, steadily becoming part of the retail experience for customers nationwide.

This expansion demonstrates that intelligent scent can be delivered consistently, reliably, and at scale — seamlessly integrated into daily retail operations, staff workflows, and Telstra’s broader customer-experience vision.

Mood-as-a-Service™ is no longer a concept.

It’s a national program reaching more Australians every month — and it’s just getting started.
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Results

Emotional Clarity at Scale

Auric Spaces created:

• A calmer, more grounded environment during peak periods
• Better customer clarity during decision-making
• Improved staff focus and experience
• AI-optimised scent delivery that adapts throughout the day
• Predictive Smart Cap telemetry for refill planning and network-level efficiency

The outcome is emotional design as an operational advantage.

Why It Worked

Creative ROI

Telstra evaluated success through emotional performance, not aesthetics:

• Does the space feel calmer when it matters most?
• Are customers more comfortable and decisive?
• Do staff feel supported by the environment?
• Is the sensory experience consistent across the network?

Auric Spaces delivered on all fronts proving that intelligent scent is a behavioural design tool with measurable creative ROI.

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We are thrilled to announce that Alex Cutri has joined Auric Essentials as Co-Founder and Chief Technology Officer (CTO). With a background in robotics and hardware startups, Alex brings unparalleled expertise in automation, advanced design, and manufacturing. As CTO, he will lead the development and scaling of our cutting-edge Auric AromaSphere diffuser and AI-driven wellness solutions, helping us revolutionise personalised aromatherapy experiences.

Auric Essentials, the innovative wellness technology company known for blending AI-driven insights with the ancient practice of aromatherapy, is excited to announce the appointment of Alex Cutri as Co-Founder and Chief Technology Officer (CTO). Alex joins the founding team to lead the company’s technical and operational development, bringing his extensive background in robotics, automation, and hardware startups to further scale Auric’s cutting-edge wellness solutions.

With over five years of experience in robotics and hardware startups, Alex has developed a reputation for building and scaling complex hardware systems across multiple disciplines, including mechanical, electrical, and software engineering. As the Lead Engineer at UAM Tec, he demonstrated his expertise in creating state-of-the-art solutions for subsea and underground exploration through the use of robotics, sensors, and machine learning. His experience in advanced design and manufacturing will be pivotal in optimising Auric Essentials’ hardware production and scaling its products globally.

“I’m thrilled to join Auric Essentials and contribute my expertise to the next generation of wellness technology,” said Alex. “Auric’s vision of integrating AI with aromatherapy aligns perfectly with my passion for innovation and human-centric design.”

In his role as CTO, Alex will lead the development of the Auric AromaSphere diffuser, an AI-driven aromatherapy device designed to personalise wellness experiences through the use of therapeutic-grade essential oils. His focus will be on refining the company’s hardware-enabled recurring revenue model, ensuring seamless production scalability and optimising operational processes. With his extensive knowledge of automation and manufacturing, Alex will play a critical role in ensuring that Auric’s products are innovative, reliable, and ready for mass-market distribution.

Adam Good, Founder and CEO of Auric Essentials, welcomed Alex’s appointment, saying, “Alex’s deep technical expertise in robotics and hardware development gives Auric Essentials a distinct competitive edge. His proven ability to scale complex hardware systems aligns perfectly with our growth strategy as we aim to revolutionise the wellness industry with AI-driven, personalised experiences. Together, we will take Auric Essentials to the next level.”

This partnership strengthens Auric’s leadership team, combining Adam’s extensive experience in digital transformation and marketing with Alexander’s technical prowess. Together, they form a powerful duo capable of pushing the boundaries of wellness technology, driving the company’s mission to deliver personalised, tech-enabled wellness solutions on a global scale.

Contact Information:

Auric Essentials Pty Ltd.

Level 17, Chifley Tower

2 Chifley Square Sydney NSW 2000

+61 9375 2257

info@auricnow.com

www.auricnow.com

I am thrilled to share some exciting news about the growth of Auric Essentials. Over the past few months, we have welcomed four outstanding advisors to our team. Each of these individuals brings a wealth of experience and expertise that will be instrumental in guiding Auric Essentials on our journey to revolutionise wellness through technology and innovation.

Deano Gladstone

Key Role: Elevating personalised wellness solutions through holistic practices.

As previously mentioned a month or two back, Deano Gladstone is known for his holistic approach to wellness and will be instrumental in elevating our personalised wellness solutions. As a prominent wellness advocate in Australia, Deano’s insights into natural health and wellness will be vital in crafting unique, effective wellness rituals that cater to the diverse needs of our users. Read more

Daniel Roney

Key Role: Advancing the Auric AromaSphere device engineering and manufacturing, and expanding into emerging regions.

Daniel Roney brings vast experience in engineering and manufacturing, which will be pivotal in advancing the Auric AromaSphere device. His background includes leading cross-functional industrial design teams across Australia, Thailand, and China. Daniel’s leadership will help enhance our product development and manufacturing strategies, ensuring our innovations resonate globally. Additionally, he will focus on expanding our presence in emerging markets such as Asia and Saudi Arabia. Read more

Melissa Barall

Key Role: Strengthening Auric’s reach into the U.S. and forging strategic partnerships.

Melissa Barall joins us from the United States, bringing her extensive background in financial services and a deep passion for alternative wellness, female health, biohacking, and digital therapeutics. As a Partner at Elevated Capital Group and a Venture Partner at Coyote Ventures, Melissa focuses on solving health issues that disproportionately affect overlooked populations. Her experience will be crucial in expanding Auric’s footprint in the U.S. and establishing strategic partnerships that align with our mission. Read more

Dr. Sophia Moscovis

Key Role: Healthcare Innovation, Clinical Trials, and Digital Transformation.

We are delighted to have Dr. Sophia Moscovis join us as our Strategic Advisor for Healthcare Innovation and Digital Transformation. Dr. Moscovis brings over 20 years of experience in healthcare, spanning academia, clinical trials, and the pharmaceutical industry. Currently, she serves as the Director of Program Management, Risk & Strategy at Race Oncology. Her expertise in digital health, patient-centered innovation, and business transformation will guide us in integrating cutting-edge AI and IoT technologies with holistic wellness solutions.

The Road Ahead

With such an exceptional team of advisors, Auric Essentials is poised to make significant strides in the wellness technology industry. Each advisor brings unique perspectives and expertise that will help us innovate and expand our offerings, ensuring we meet the evolving needs of our users.

Our journey ahead is filled with exciting opportunities as we continue to pioneer personalised wellness solutions. Together, we aim to integrate ancient aromatherapy practices with modern technology, creating impactful wellness experiences that enhance mental, physical, and emotional well-being.

I am incredibly excited about the future and confident that, with the guidance of our advisors, Auric Essentials will achieve remarkable milestones in our mission to transform wellness.

Stay tuned for more updates as we continue to grow and innovate!

Auric Essentials is excited to announce the addition of Deano Gladstone, a renowned holistic health expert, to our advisory board. Leveraging ancient aromatherapy and advanced technology, Auric introduces personalised wellness experiences enhanced by Gladstone’s expertise in breathwork and holistic coaching.

With our innovative Auric Wellness Signature and the Auric AromaSphere diffuser, we offer 26 customised aromatherapy rituals aimed at improving states of Calm, Focus, Energy, and Sleep. Gladstone’s involvement will further refine our Auric Ritual User Breathing Technique, ensuring optimal wellness for users. As we continue to innovate, we are also developing a Remote Working Wellness Program to support the modern workforce’s health needs.

Sydney, Australia – April 19 2024 – Auric Essentials, a leader in the intersection of wellness and innovative technology and recently nominated as Australia’s Start-Up of the Year, is thrilled to announce the appointment of Deano Gladstone, a renowned figure in the realm of holistic health, to its advisory board as a Wellness Advisor.

Gladstone’s extensive background in breathwork, personal training, and holistic health coaching aligns with Auric Essentials’ mission to seamlessly blend ancient aromatherapy practices with advanced AI and IoT technologies for personalised wellness experiences.

Through the pioneering Auric Wellness Signature, Auric Essentials customises wellness journeys for individuals, focusing on enhancing states of Calm, Focus, Energy, and Sleep. This innovative approach leverages the Auric AromaSphere diffuser, equipped with the capability to tailor 26 unique aromatherapy rituals to meet the nuanced wellness needs of each user.

Gladstone, founder of the ‘Power of the Breath’ workshop, is set to enrich the development of the Auric Ritual User Breathing Technique. This key initiative aims to amplify the benefits of each aromatherapy session, ensuring users achieve their optimal wellness through guided breathing practices.

“I am incredibly excited to join forces with Auric Essentials,” said Gladstone. “Their commitment to integrating cutting-edge technology with traditional wellness practices offers a unique opportunity to push the boundaries of personalised wellness. I look forward to contributing my expertise towards enhancing the Auric Rituals, making wellness an accessible and integral part of everyone’s daily routine.”

As Auric Essentials continues to innovate in the wellness technology sector, the company is also developing a Remote Working Wellness Program. This forthcoming initiative underscores the brand’s commitment to addressing the evolving wellness needs of the modern workforce, offering companies an opportunity to participate in a pioneering trial designed to support the well-being of remote employees.

Adam Good, Founder of Auric Essentials, shared his enthusiasm for the future, stating, “Deano’s addition to our team marks a significant milestone in our journey to redefine wellness through technology. His expertise will be invaluable as we enhance our personalised wellness offerings and prepare to introduce our Remote Working Wellness Program, which represents a new frontier in our efforts to support holistic well-being in the workplace.”

Auric Essentials is poised to set new standards in the wellness industry, blending the therapeutic power of aromatherapy with personalised, technology-driven solutions that cater to the dynamic wellness needs of today’s society.

The work landscape has undergone a seismic shift after the global pandemic, propelling remote work from a temporary solution to a permanent fixture for numerous organisations worldwide. Just this week, we saw Australian Prime Minister Anthony Albanese’s endorsements, and the Productivity Commission underscored the positive impacts of remote work on productivity and economic efficiency.

The Prime Minister’s acknowledgment of remote work’s flexibility and productivity benefits aligns with our vision of a harmonious work environment where wellness and efficiency coexist. Moreover, the Productivity Commission’s support for remote work underscores its potential to enhance the economy, highlighting opportunities for inclusivity and accessibility for individuals who may have previously faced barriers to traditional workplace settings.

This transformation has spotlighted the critical need for innovative corporate wellness programs that address mental health and well-being and seamlessly integrate with today’s technological advancements. Through discussions with investors and stakeholders about Auric Essentials pre-seed round, it’s become evident that the Wellness Tech sector is ripe for growth, offering promising solutions for both direct-to-consumer and B2B markets, particularly within employment verticals that resonate deeply with our mission at Auric.

The Dual Facets of Remote Work

The transition to remote work has illuminated its myriad benefits, such as enhanced flexibility, reduced commute times, and an opportunity for individuals to craft a more balanced life. However, this shift has not been without its challenges. Issues such as isolation, blurred boundaries between work and personal life, and the health implications of prolonged sedentary behavior have emerged as significant concerns. A comprehensive analysis of academic literature on post-pandemic workplaces highlights these points, pointing out that while remote work can lead to healthier eating and lower stress levels, it also has potential downsides like increased snacking and a sedentary lifestyle.

The Auric Essentials Solution

At Auric Essentials, we understand the complexities surrounding the new work paradigm and are dedicated to offering holistic wellness solutions tailored to meet these challenges. Our Auric Wellness Signature, designed with the remote workforce in mind, leverages technology to deliver personalised wellness experiences, making it easier for employees to maintain their health and wellbeing, regardless of their physical work setting.

The Importance of Corporate Wellness Initiatives

In an era where remote work is becoming more common, the role of comprehensive wellness programs in the corporate sector cannot be overstated. Such programs are essential for fostering a productive, engaged, and healthy workforce. Technologies like ours, which offer personalised wellness experiences, can play a crucial role in enhancing employee wellbeing, leading to better outcomes for both individuals and the organisations they serve.

Looking Forward: A Bright Future for Remote Work and Wellness Technology

The future of work is undeniably leaning towards models that prioritise both wellness and productivity. By integrating innovative mental health initiatives and technologies into daily work routines, we can navigate the challenges of remote work while capitalising on its numerous benefits. This approach not only benefits individual employees but also contributes to the broader goals of organisations striving to adapt to this new normal.

The shift towards remote work is more than a trend; it represents a fundamental change in our approach to work, wellness, and productivity. By embracing solutions like those offered by Auric Essentials, we can ensure that this transition not only supports our work lives but also enhances our overall wellbeing. As we continue to navigate this evolving landscape, the integration of wellness technology into remote work practices will undoubtedly play a pivotal role in shaping a healthier, more productive workforce for the future.