Initiative created by GALERIA. ag is part of Natura’s Dia do Amor campaign
As of Tuesday (6/6), the new fragrances of the new Natura Essencial Ato will be able to be tested by the public passing by Avenida Paulista. With the aim of promoting an innovative olfactory experience, Natura installed interactive urban furniture that will reproduce the composition of the two new perfume fragrances, aimed at male and female audiences, with the exclusive accord of the brazilwood flower.
The action created by GALLERY. ag, through Vitrine, the agency’s hub specializing in outdoor media, is part of the brand’s campaign in celebration of Dia do Amor.
With the leadership of Vernica Kato, Natura’s exclusive perfumer, who co-created the new fragrances with renowned international perfumers, we had the opportunity to unite our expertise in perfumery, bringing the best ingredients and extolling those of Amazonian origin obtained in partnership with local communities. All this in Essencial, one of the most sophisticated brands and a pioneer in the prestige perfumery segment in Brazil, says Denise Coutinho, director of Marketing Brazil at Natura.
The special OOH was built to reproduce the composition of the new Natura Essencial Ato. In addition to having a space to test the two versions of the fragrance on the skin, the scenographic project also features a giant headspace representing Natura’s innovative technology which, with an authorial olfactory creation, captured the scent of the living flower of the brazilwood, maintaining -them in the trees.
The action is part of the already launched Dia do Amor campaign, under the motto Remember why you started and fall in love again, which features a 1930 film for TV, digital strategy and outdoor media.
