According to the Brazilian Association of Public Cleaning and Special Waste Companies (Abrelpe), Brazil recycles only 4% of all waste discarded daily. This scenario, combined with Boticrio’s consistent performance in reverse logistics for almost two decades, was the starting point for the brand to create the Extinct Project, which aims to alert the population about the importance of preserving the environment and managing solid waste. The initiative has the support of the Fundação Grupo Boticário de Proteo Natureza (FGB) and its first phase is marked by the launch of an unprecedented fragrance, which reproduces the original smell of the Guanabara Bay, the second largest in length on the country’s coast, with 380 km, and which receives 98 tons of garbage per day.
Named ‘Extinto’ and inspired by the Guanabara Bay, the fragrance will be the first of a limited edition of products that will not be commercialized and were developed to constitute an urgent call on the risk of environmental degradation of natural areas as a result of pollution and incorrect disposal of waste. Currently, in Brazil, only 1.1 million of the 27.7 million tons of recyclable waste generated annually have an appropriate destination, a rate well below that of countries such as Chile, Argentina and Turkey.
The brand has been paying more attention to the solid waste disposal scenario since 2006 thanks to the Boti Recicla program, the largest reverse logistics program in Brazil at collection points. The capillarity of the beauty retailer, which is present in 1,650 Brazilian municipalities, allows it to optimize the alarming numbers in the Brazilian scenario, such as the one that reveals a low percentage (4%) of recycling of waste discarded daily, but it depends on a call for society to get involved in the cause and, together with other transformative agents, can reduce negative impacts on the environment.
“The Extinct Project is based on a concept that we defend in all our actions and communications: there is only beauty if there is a planet. And the risk that the Guanabara Bay, which brings extremely valuable biodiversity to our existence, will not regenerate due to pollution and waste generation is real – and frightening. Therefore, we want to take advantage of our reach, capillarity and close relationship with our consumers to give increasing visibility to topics relevant to the ESG agenda, reinforcing the brand’s commitment and role as an agent transforming this reality”, says Marcela de Masi, executive director of Branding and Communication at Grupo Boticrio.
To create the fragrance without extracting any raw materials from the preserved area, the brand’s perfumers traveled to Recncavo da Guanabara and captured, using Headspace technology, samples of the aromatic molecules in the environment. Based on a careful analysis, the team of experts was able to identify the odors present in the region and read their original elements, which, due to environmental devastation, can no longer be found outside the preserved region. The last step was the faithful reproduction of the smell using synthetic raw materials. The development and research to arrive at the fragrance, with notes that express the freshness of the waters and the lush green of the forests, took around six months. The vegan product is composed of 93% ingredients of natural origin, traceable, organic and circular chain, in addition to a low percentage of synthetic elements.
Guanabara Bay is the first global expedition stop
The choice of location for the start of the expedition, which is expected to expand to other continents later this year, was due to its relationship with the Fundação Grupo Boticário, which has historically directly invested more than R13 million and mobilized over the last 5 years, together with various sectors. , another R12 million in support of initiatives in the region.
“From tourism to species conservation, Guanabara has invaluable relevance for Brazil, with several species of animals that suffer from pollution caused by incorrect waste disposal. We work to conserve water, taking care of springs, springs and rivers, in addition to strengthening local water security. We also look for solutions that can keep forests standing, regenerate nature and increase resilience to combat the effects of climate change”, explains Andr Ferretti, Biodiversity Economics Manager at Fundação Grupo Boticário.
The work carried out by the Grupo Boticrio Foundation in the region began in 2019, when the FGB, in partnership with other organizations, such as INEA, the State Environmental Institute, and FIRJAM, the Federation of Industries of the State of Rio de Janeiro, started to invest in local preservation through the Movimento Viva gua Baa de Guanabara, which brings together partners such as governments, civil society and companies in the design of solutions that combine conservation with economic development, seeking to create a new model based on the regenerative economy and nature as a central element of this process . From then on, the Foundation actively contributed to the sustainable development of the Guanabara Bay, which covers 17 municipalities, with support from partners such as government, civil society and private and public companies.
Created by the agency AlmapBBDO, the Extinct Project will pass through four other continents. In the coming months, O Boticário will launch fragrances inspired by the smells of other landscapes, around the world, threatened by pollution: Calabria, in Europe, Madagascar Island, in Africa, New Delhi, in India, and Canberra, located in Oceania.
“Waste management is a global concern and, therefore, we are going to promote this debate on other continents, working to ensure that the urgent message of this initiative, which is born from Boticário’s genuine concern to contribute to ensuring that natural smells never cease to exist, be propagated worldwide”, comments Marcela de Masi.
All Extinto units produced, both national and international, will be used to mobilize the issue and increase the visibility of environmental debates, without any commercialization of the products. The initiative is the result of the company’s constant search for solutions that encourage conscious consumption, recycling and other actions in favor of the sustainability of the entire planet.
“This project serves not only to draw people’s attention to the environmental cause but, above all, to show the results of Boticrio’s effective work in preserving and recovering the environment”, declares Marco Giannelli, CCO at AlmapBBDO.
Far beyond the fragrance
To reinforce its actions and commitment to changing the current pollution scenario in Guanabara Bay, O Boticário teamed up with the NGO Guardianes do Mar to remove more than a ton of waste from the river basin. The action took place on January 18th, in celebration of Guanabara Bay State Day, determined by Law 3616/2001.
The cleanup brought together 26 volunteers at Praia das Pedrinhas, in São Gonalo, to remove much of the solid waste discarded at the site. After recording and weighing, the collected waste was sent to a sanitary landfill duly regulated and accredited by INEA. The items were also selected and categorized using a scientific protocol used nationally that inserts the data into the Ministry of the Environment’s mapping. With this, authorities will have access to an overview of the waste that reaches the coast.
Circular economy
For over 18 years, The Apothecary invests in reverse logistics projects, mobilizing society to reverse the recycling scenario in Brazil. Boti Recicla receives, at all physical points of the brand and also through direct sales, empty packaging of products from any brand in the CFT segment (acronym in English for Cosmetics, Fragrances and Personal Hygiene). All of them are correctly destined for partner cooperatives.
Furthermore, last year, the brand entered into an unprecedented partnership with Google to strengthen the circular economy, helping people find up-to-date information about collection points for recyclable materials that are available nearby, through Google Maps. The initiative was created to meet the demand of an increasing number of people who are looking to find out more about where to recycle the materials they use in their routine. To date, we have registered 7,700 collection points and the goal is to reach 10,000 this year.
Technical Sheet
Advertiser: O Boticrio
Agency: AlmapBBDO
Title: Extinct
Product: Sustainability 2024
President and CEO: Filipe Bartholomeu
CCO: Luiz Sanches and Pernil
Executive Creative Directors: Rafael Gil and Rodrigo Almeida
Creation: Felipe Cirino, Francis Alan, Alexandre Freire, Gustavo Tasselli, Udo Dhler, Vitria Satt and Iron Brito
Audiovisual Production: Diego Villas Boas, Juliana Henriques, Aline Silva
Service: Camilla Massari, Andressa Duo, Bruna Defelippe, Amanda Lopes Moutinho, Pedro Miranda
Planning: Rita Almeida and Daniela Ferrari
Media: Rafaela Alves, Luana Gallizzi, Suellen Kiss, Vitria Soares, Camila Lopes, Patrick Novais and Paula Kurihara.
Art buyers: Tereza Setti and Flvia Padro
Photo: Wendy Andrade
IMAGE
Film producer: Paranoid
Direo: Patryck Rhuan
Executive production: Marcel Weckx and Luiz Armesto
Director of photography: Daniel Primo
Service: Fernanda Sousa and Karina Vallesi
Coordination assistants: Fernanda Hernandez, Camila Aureliano and Dulce Fernandes
Production director: Rodolfo Bittencourt
Finishing coordination: Paula Solano
Editing: Duda Jiu
Color Grading: Patryck Rhuan
Post-production / Finalization: Casinha VFX
Finisher: David Cazeli
AUDIO
Sound Producer: Cabaret
Musical Production: Guile Oliveira
Composer: André Henrique
Mixing: Gab Scatolin
Finishing: Guile Oliveira, Letcia Medeiros and Lucas Comparato
Service: Ingrid Lopes and Fernanda Crespo
Coordination: Verusca Garcia, Chandra Lima, Mavi Capelasso and Dbora Mello
Approval: Renata Gomide, Marcela De Masi, Bruna Buas Pazos, Eduardo Rebola, Maria Augusta Silveira, Duane Kurten
* Cover photo: Agnews
Follow Adnews on Instagrame LinkedIn. #WhereTransformationHappens
