Natura invited young people between 18 and 29 years old from Latin America, including Brazil, Argentina and Mexico, in order to open a dialogue and space, placing the Z generation at the brand’s creative center for the development of its new fragrance, Mood Transforms.
This fragrance reinforces the importance of opening ourselves up to who we really are, with all possible nuances. In total, 80 young people from Latin America participated in this process, 50 of them Brazilians from São Paulo, Rio de Janeiro and Salvador.
According to a study by Edelman called “Trust Barometer – The New Dynamics of Influence” (2022), in Brazil, 72% of young people from generation Z want to work with brands to solve social issues. In this context, Natura, with Humor Transforma, establishes a connection with young people through the creation of a genderless fragrance, developed by a diverse group in relation to affective and sexual orientation and gender identity, race and social class.
At the end of the process, the fragrance presented the multiple facets of youth, exploring ingredients that represent all the joy and embrace of causes that generation Z defends. From fruity notes combined with spices, the fluidity of aqueous notes added to the body of woody notes, the contrast of the explosion of priprioca with the comfort of cumaru, ingredients from Brazilian biodiversity that highlight the authenticity of the product.
