Brand Review : MOA
issue four : the magician
As you will know by now, this issue is entitled 'The Magician' and as it beings to draw to an end, this review showcases a brand that embodies the narrative of the theme superbly. MOA a.k.a Magic Organic Apothecary first came to my knowledge as tiny tester pot in a LoveLula box, several moons ago. It was a magic little pot of their The Green Balm. If I am honest, I didn't take a huge amount of notice of it at the time, as little tester pots often get lost in the mix. While I always have the best intention to use them, more often than not they seem to magically disappear into the ether and then sporadically reappear at the bottom of my bag, in random pockets or in our bottomless cave of wonderment (a.k.a our coffee table drawer that seems to hold an endless supply of the most wonderfully random and inappropriate - for a living room drawer - items).
It wasn't until I stumbled upon a (an incredibly well written and impassioned) review on The ecoLogical that my interest in this wonderful brand was peaked.
Without further ado, let me enlighten you to the merriment and magic of MOA...
Inspired by ancient herbal folklore, MOA mixes and binds its potent brew of ingredients on the English Isles and sprinkles it with magic.
We all need a hero
Their hero herb is cloaked in legend. It is none other than the mighty Yarrow (Achillea Millefolium). Named after Greek hero Achilles, who legend has it, used it to heal his soldiers’ wounds after battle. In the Hebrides, it was believed that holding a yarrow leaf to the eyes would empower the wearer with second sight. The flowers and leaves are used in the making of bitters, which has long been a recipe for digestive aid. The miraculous powers of this humble herb have been used for centuries to heal and repair.
While it can be found in abundance beside hedgerows all across the UK, MOA's yarrow is grown organically on a farm in Somerset and it's been known for the MOA magicians to even partake in the planting, sewing and harvesting rituals of their most cherished ingredient.
Judging a book by its cover
We all know the old saying "don't judge a book by it's cover." Here's the thing though...we do judge books by their covers, as we judge strangers on their attire, clothing on its price tag and beauty products on their packaging. Covers are designed to entice and delight us.
While I can whole heartedly agree that the assumption of what we expect might not be fulfilled upon reading said book, getting to know said stranger or garment quality failing short of our expectations on its hefty price tag, it is something that is ingrained in our psyche and has been for many lunar cycles. Appearance matters. If it didn't, would we waste our hard earned penny's on looking and smelling our very best? So what do book covers have to do with this brand review? Well, MOA's packaging is simply glorious. Product names are uplifting and enlightening and the potions within the majestic green glass bottles is untainted and powerful.
The big five
Currently, their range features five different concoctions (available in various portions and a couple of accessories) of potent herbs, therapeutic scents and spellbinding botanical oils to tempt your senses with.
If you act lighting fast, you can pick up some magic offers until 2 December 2017.