The product is small and lightweight, with 75 ml and 46 g, but the innovation and environmental benefits it incorporates have an objective and measurable value. This is the Natura Ecocompacto deodorant line, launched in September 2014, which offers the same number of applications in a package half the size of conventional aerosols. Therefore, its production consumes approximately half the raw materials commonly used, mainly aluminum, resulting in about a 48% reduction in environmental impact.
The initial goal, according to Anderson Liba, Packaging Development Manager at Natura, was to increase the brand's share in the aerosol subcategory: “The fact is that aerosol has a greater environmental impact than other deodorant products, such as spray, roll-on, and cream, because it has an aluminum body and many plastic parts, in addition to the propellant, which is a gaseous mixture of propane and butane. Since Natura systematically seeks to reduce the impact of its activities, the challenge was launched to develop a differentiated and sustainable proposal.”
The challenge also involved suppliers, including CPA, a company that emerged from the merger of Provider and ColepCCL. “CPA presented some proposals, and together we made several adjustments and prototypes until we reached the desired result,” explains Silvania Angelino, a researcher at Natura.
The Ecocompacto's differential lies in the smaller packaging and, especially, in the valve capable of effectively operating the compressed content of the formula. “In the initial proposals, the technical solution was satisfactory, but the sensory aspect was still not suitable for the dry spray deodorant that the market expected,” recalls Silvania. “So, we worked on the formula to maintain excellent performance in both deodorant and antiperspirant action, with greater efficacy, without causing stains on clothes and with skin benefits. We added ingredients that could have this synergy and used an active ingredient with superior efficacy to the standard market active, considering that balancing an aerosol formula needs to be planned in minute detail, as any change, for example, the fragrance, can cause an unwanted impact on the final product,” she adds.
After overcoming the challenges, according to Silvania, the intended proposal was finally achieved: “We reduced the environmental impact by almost half, without reducing the performance or duration of the product,” adds the researcher. For now, there is no other aerosol deodorant with this technology in Brazil.
At Natura, the project involved different areas, such as consumer safety, efficacy, supplies, olfactory core, logistics, planning, and engineering, in addition to packaging and formula development. According to Liba, the contribution of partners was equally important: “We have frequent contact with suppliers and are always open to incorporating innovations they potentially identify in the market. This partnership model played a fundamental role.”
Due to its characteristics, the development of Ecocompacto was especially rewarding. “We feel very proud to see the product ready to be launched and reach the market. The Ecocompacto directly meets what Natura desires, which is to be sustainable,” says Silvania. “For those who worked directly on the project, there is indeed a feeling of pride, of achievement,” Liba adds.
The Ecocompacto project also brought important learnings for product development. Silvania states that the technology that allows for the reduction of packaging volume requires more in-depth studies to be extended to other formulas and products. Liba highlights, in addition to the partnership model, the relentless pursuit of technical advancement and evolution: “It was an innovative process for Natura, for the raw material supplier, and for the entire production chain,” he affirms.
