EEssential Uniquenew fragrances fromPerfumery House of Brazilda Nature, mark the new moment of Essencial, which expresses even more sophistication. The novelties, in the feminine and masculine versions, present all the differentiated choices of the brand, such as the powerful packaging that reveals the bottle as a true jewel and its co-creation by renowned perfumers, combining Brazilian talent with international expertise. Also, Essencial Único gives continuity to Natura’s sustainable initiatives, bringing fragrances to the portfolio already with refills to enhance the precious bottle for much longer.
Essential is about the power of intense and striking fragrances, highlighting the power of woody fragrances in men’s perfumery and bringing the exuberance of flowers combined with the strength of woods in women’s fragrances. Thus, it is the largest prestige perfumery brand in Brazil, a symbol of sophistication and elegance.
“One Essence expresses the power of the unique choices we make that transform us and the world around us. In each bottle there are powerful choices: the fragrances combine precious ingredients that generate a positive impact on the entire chain, and this is the first launch that is born with a refill”, comments Denise Coutinho, global perfumery director at Natura.
A true work of art, Essencial Único Feminino brings a floral bouquet with the heart of Egyptian Jasmine in its purest form and with its noblest notes, surrounded by the remarkable presence of Copaíba, a precious wood from the Amazonian biodiversity.
Already an intense woody brand Essencial Único Masculino, which brings the unmistakable presence of Copaíba, but now surrounded by the heart of Vetiver, double-distilled to access its noblest facets. “The additional purification process of Essencial Único makes these fragrances even richer and more enveloping, revealing the maximum sophistication of Natura, the Casa de Perfumaria do Brasil”, adds Denise.
In its new campaign, Natura, the Casa de Perfumaria do Brasil, launches fragrances with the invitation “Your power is unique. What do you choose to do with it?” The film, signed by GALERIA, was released on Monday (21), on TV Globo. The campaign announces Natura’s biggest perfumery launch for 2022 and is composed of a digital strategy with influencers, developed in partnership with Spark. It also has a film produced exclusively for the digital environment, in addition to out of home and activation in red carpet do Oscar.
In the campaign, the film “Bailarina”, created for Essencial Único Feminino, uses glamor and emotion to tell the story of a ballerina and her involvement in dance teaching: how she influences the young people she teaches and how it helps to transform reality from there. In the end, in addition to the signature, “Your power is unique. What do you choose to do with it?”, the dancer meets the protagonist of the second film, entitled “Musician”. “Músico” presents the fragrance Essencial Único Masculino and follows the daily life of a musician in a sophisticated recording environment, in addition to his work in teaching children.
“Occupying spaces of influence in art is an achievement. Using these spaces to transform other people’s reality is what we seek to inspire with the new campaign. The powerful choices expertise of Essential are present in every detail of the campaign’s production”, comments Denise Gallo, creative director of GALERIA.
In line with the motto of the transforming power of choices, Natura, in partnership with GALERIA, will inspire thered carpet this year’s Oscars. The brand guarantees presence in the official backstage coverage of the awards, with presenters Carol Ribeiro, Murilo Rosa and Ikaro Kadoshi. From that moment on, the campaign’s concept of “powerful choices” will be deployed and reinforced on Natura’s social networks, also with the transmission of videos of the presenters aired during the Oscars break.
digital strategy
For digital, the agency created a film starring Natura’s exclusive perfumer, Veronica Kato, which will be released throughout the week. All set in the newly opened physical space of Casa de Perfumaria do Brasil, in the film, Veronica tells about the ingredients used in the new fragrances, the powerful choices behind these launches and about the perfumers who contributed to create these fragrances. The public will also be informed of a novelty: the launch of the Essential refill.
Finally, the campaign strategy with influencers, developed by Spark, will include the participation of influential names on Instagram such as Carol Marra, Jonathan Azevedo, Fernanda Lima and Rodrigo Hilbert.
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