In a daily life in which we live surrounded by the policy of extreme consumption and little thought about the impacts caused by these acts, Natura announced a new line, scheduled for launch this July with more affordable prices and the main factor, the thought. green, focused on practicality and sustainability. The line called “I Am For All of Us”, shortened only to I AM, affirms the commitment to being natural that the brand brings even in the name.
The line strikes the balance between consumer pleasure and ecological benefits. They are products with natural formulas, guaranteeing hydration all day long, and surrounding textures and fragrances, all with a smaller number of ingredients, without colorings and aroma developed by Veronica Kato perfumer. It promises to meet the challenge of creating unisex everyday products that are soft and delicate enough not to interfere with other products and even match the scents of other brand lines.
The main star of the new SOU line is the soft, sache-like drop-shaped packaging that allows the entire product to be used without waste. Product recognition is done through colors, assimilated with the type of treatment done. In this case, green is clean, blue is hydration and red is the treatment. The design enables the plastic used to be reduced by 70%, which equals 60% less CO2.
The launch will feature liquid and moisturizing soaps in July and hair products in September. The purpose is to influence consumers to see a new type of consumption more conscious, and really think about the actions of? I AM? within a group, in this case the? we? of the collection name.
The Apocalypse | ContraPoints (May 2024)
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