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From a relationship built since 2012 between Natura and the MIT Media Lab (Massachusetts Institute of Technology), paths were opened for the development of a new challenge: the Natura Campus Media Lab Hackathon, whose objective is to find ideas on how technology can unite the product with the virtual environment to enhance the Natura consumer experience.
Between April 28 and June 23, students and researchers from Brazilian higher education institutions were able to register to participate in the Hackathon. After evaluating nearly 90 proposals by researchers from Natura and the MIT Media Lab, eight candidates were selected to participate in the Hackathon, which will take place between August 4 and 6, at our headquarters in Cajamar – SP.
The event will feature the presence of researchers from both Natura and the MIT Media Lab who, together with the selected participants, will form teams and immerse themselves for 72 hours in an experience of co-creation, prototyping, and creativity, in a special environment to work on their ideas and innovate together!
The prototypes selected at the end of this marathon will receive a Natura scholarship to continue the development of the project for up to six months at the MIT Media Lab in Cambridge, MA, one of the world's reference centers for innovation, design, science, and technology.
And, on August 6th, the closing conference - Inspire, Create, Iterate, Innovate – will address the theme "How will innovation and technology transform our lives and our consumer experiences?" We will have Keynotes from the MIT Media Lab, IDEO, and FAB LAB Brasil.
Mark your calendar! This event will be broadcast live on the Natura Campus website! Stay tuned for news!
But what is a hackathon?
A hackathon is an event that brings together programmers, designers, entrepreneurs, and technology enthusiasts for a marathon of programming, prototyping, and collaboration. Its duration can vary from one day up to a week, and often, in addition to the experience of exchanging ideas and networking, participants can also compete for prizes and have their projects developed. Due to all the opportunities presented, both for the participants and for those who promote it, hackathon marathons are becoming an open innovation dynamic increasingly used by various companies and also applied in other areas of knowledge.
The Hackathon is a great opportunity to value talent and generate innovative proposals, expanding the value generated in our network of relationships.
Consumer participation
In the Natura Campus Media Lab Hackathon, the consumer will also have a fundamental role. Over eight weeks, the Experience Design Co-creation Journey, on Cocriando Natura (Co-creating Natura), invited consumers and consultants to co-create answers to this innovation challenge. "How can cosmetics and technology deliver experiences that awaken senses, emotions, and meaning?" was the question worked on virtually and in person by the network. All the content generated in this Journey will serve as inspiration for the participants of the Natura Campus Media Lab Hackathon.
