The vibrant atmosphere of music festivals is known for its ability to awaken unique and memorable emotions. But what if some technology was capable of materializing not only visual and sound memories, but encapsulating the olfactory nuances of the unique energy present in the air during these events? A Nature immersed itself in this challenge when creating the new fragrances of the Humor line. Using proprietary technology, the company managed to capture more than 40 molecules that pulsed in the air during various festivals, producing a true olfactory mosaic that reflects the diversity and intensity of the experiences lived.
Unlike the capture made by the classic “headspace“, which captures molecules in a confined environment and then allows identification in the laboratory, the equipment used by scientists and Natura’s exclusive perfumer, Vernica Kato, allows capture in open environments, outdoors. In other words, the new Humor fragrances, in addition to capturing and reproducing the smells felt, are literally born at festivals, and therefore, carry this atmosphere like no other.
“This process was only possible due to the joint use of five techniques provided by the avant-garde equipment present at the Natura Innovation Center, in Cajamar”, comments Vernica.
As part of the creative process, Vernica explored these events to seek not only inspiration, but to achieve the reproduction of smells that represent energy in different spaces and moments during the days of different festivals.
“The chords, present in the new Humor fragrances, are more than a simple combination of notes; an interpretation of the emotions, sensations, atmosphere and environments of festivals, a true confluence between science and art. Green notes, for example, originated from people dancing on wet grass”, defines Vernica.
Inspiration behind the new fragrances
The project for the new Natura Humor fragrances was born from the understanding that music festivals represent a space of connection and freedom for generation Z, two desires intensified in the post-pandemic period, a moment that exposed the fragility of the mental health of younger people.
“Many of them find relief from anxiety, stress and other effects caused by social events. With this in mind, our inspiration was to capture the vibe and the energy of these places and transforming them into fragrances, as this is where this generation feels part of the whole, easily shares their emotions and intensely celebrates their desires and joys”, says Denise Coutinho, the brand’s Marketing Director.
The creation also involved intensive collaboration with the target audience. More than 160 young people participated in the creative process, providing insights about their festival experiences and helping to ensure that the fragrances truly captured the essence of these events.
“Fragrances are like portals for the energy and vibration of the festival atmosphere into everyday life. In other words, they are perfumes to be used beyond festivals. Our proposal is precisely to help consumers connect with this positive vibe on a daily basis, allowing them to relive this emotion whenever they want or need to”, adds Denise.
One of Humor’s new fragrances will bring the height of joy, that epic emotion of a festival’s main show, while the other will present the feeling of connection in synergy with the crowd. Both are scheduled to be launched this month.
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