Created by Galeria, the campaign launched music with notes that vibrate at the same frequency as the olfactory notes of the fragrances
The new Natura Kaiak campaign has the concept of ‘What if the sounds of the sea became fragrances?’. The action, developed by Galeria, also highlights the launch of the song ‘Espelho d’água’, produced by BaianaSystem, composed by Russo Passapusso and with the participation of singer Josyara.
Natura invited artists to create and produce music using notes that vibrate at the same frequency as the olfactory notes of Kaiak Sonar fragrances. The campaign includes a film for open and closed TV, OOH media pieces, a robust digital strategy and native TikTok content creators.
To develop Kaiak Sonar fragrances, Natura relied on technology created entirely by the brand’s scientists and researchers, which made it possible to translate the sounds and colors of the sea into olfactory molecules.
The inspiration for the new fragrances in the brand’s fresh olfactory DNA arises from Natura Kaiak’s connection with the aquatic universe, including the commitment to plastic depollution of the oceans, and the belief that waters have the power to promote well-being.
Natura hired technicians to capture sounds and images of the ocean aboard the Schurmann family’s sailboat on the Voz dos Oceanos expedition, sponsored by Natura at the time.
The content captured during the expedition was shared with the Russian musician and singer Passapusso, and it was with the musical notes that vibrate at the same frequency as the Kaiak Sonar ingredients that he composed “Espelho d’água”.
