Organized by the National Association for Research and Development of Innovative Companies (ANPEI) to discuss the forefront of research and development, partnership models, funding, and public policies, this edition of the ANPEI Conference also featured the presentation of the TOP 16 innovation cases in Brazil from an open call that received 108 applications.
The case of Natura, which presented the Natura Chronos Revitalizing Oil with an anti-pollution focus, was one of the selected ones. The highlight was its high embedded technology along with market positioning. This is because Brazilian consumers traditionally show an affinity for products with light and non-greasy textures. Chronos aimed to overcome this “preconception,” bringing a facial product with an oil texture that incorporates attributes of a light texture, velvety touch, without leaving the skin oily or causing acne. In the product development process, an exclusive active ingredient from Brazilian biodiversity was also incorporated. Extracted from the seed of the Brazilian tree, evaluations of sapucainha demonstrated that it has a potent antimicrobial action, which reduces the impact of factors responsible for the formation of wrinkles, sagging, and spots.
With this product, Natura introduced the first facial oil in the Brazilian market for preventing pollution damage with proven performance, having an active ingredient from Brazilian biodiversity as its main component. The results of this focus on the consumer combined with Brazilian biodiversity and advanced science generated significant market growth with gains in share and high sales volume of the Natura Chronos line.
Congratulations to the entire innovation and marketing team at Natura for this achievement!!!
In addition to the case, the Natura team had three other participations:
Marcela Martinelli, Innovation Manager, presented how Bioinnovation, developed inside and outside the company through partnerships, is raising the level of technology in cosmetics. The case of the Natura Ekos Patauá line, which strengthens hair and prolongs its growth period, was highly referenced for involving pillars of excellence in development and value proposition. Among the highlights: access to traditional knowledge in the RESEX Chico Mendes, use of advanced biological science with in vitro methods, and techniques for obtaining raw Patauá oil that maintain active plant components.
Luciano Abrantes, head of Digital Innovation, participated in the Panel “Value Levers with a focus on customer/market” alongside Camila Cruz, R&D Director of 3M Latin America. The discussions revolved around how technologies are enabling the use of data and the formulation of strategies to better serve customers. Luciano explained that today a Natura consultant already has relevant information tailored to her profile and the stage of her journey in relation to Natura, which also brings excellent results for productivity growth.
Leonardo Garnica, Innovation Manager, moderated the panel “Value Levers with a focus on the Ecosystem,” which brought to the debate the head of corporate innovation at Embraer, Sandro Valeri, the R&D Director for Latin America of the Solvay-Rhodia Group, Gabriel Gorescu, and the Director of State, Jorge Pacheco. The objective of the panel was to bring different perspectives on how companies generate value in a diverse collaborative environment. The debates highlighted the need to recognize different types of entrepreneurs in ecosystems with distinct natures, both inside and outside Brazil, and the opportunity for large companies to incorporate mechanisms into their processes to accelerate and enhance competencies in the development of new products and services.
