After 25 years as a national consultant in the senior housing industry, Sarasota’s Tracy Lux of Trace Consulting Group noticed there was "nothing new or stimulating in programming" for mature adults. She also took note of baby boomers’ conspicuous consumption of personal services such as massage, pedicures and facials—services that usually aren’t available in assisted living facilities. So Lux created CALM (Comfort And Life Memories), an aromatherapy program designed specifically for adults in assisted living facilities. Lux, whose own mother spent 10 years in dementia care, says of all five senses, the sense of smell has the greatest ability to trigger memory. The CALM program is now in 75 communities across the country, and Lux has plans for expansion. In addition to focusing on Alzheimer’s patients and those in assisted living facilities, CALM is now offered to independent living communities—starting this month with Plymouth Harbor, where a vacant apartment has been turned into the new CALM Center Spa. "I want CALM to become the Aveda of the mature market," says Lux, who has branded every step of the experience, from the essential oils down to the towels and bathrobes, hoping that the brand recognition will increase CALM’s exposure nationwide.