From applications that facilitate and add new functions to smartphones, to games
that innovate and bring the audience closer to the reality seen on the screen, it is possible to observe that technology has been bringing about greater interaction between consumer and product. However, the idea of interactivity has evolved into a concept that seeks to promote a greater relationship and identification of the consumer with their product. This new theme is addressed by what we know as Experience Design.
In the early 20th century, the choice of a product was directly linked to functional benefits and cost, while aspects such as branding did not exist or were little explored. However, between 1950 and 1960 – the era of Coca-Cola's explosion and the Pin-ups – the concept of branding gained strength, and the purchasing decision began to be made in a more emotional way, directly linked to the status and identity that this brand can represent. In the last 20 years, we have entered the era of Experience, in which the meaning of consumption transcends the brand and the functional benefits of the product, moving towards identifying deeper touchpoints that generate memories, emotions, and stimulate the senses in a more fun and challenging way.
To generate this unique consumer experience, mechanized and passive interactivity is being replaced by processes of customization and innovation, which increasingly take into account personalization and personal connection. Such values add to the product the power of a greater bond of interaction with its consumer, who shifts from being a receiver to an active participant in the creation process and, according to their preferences (environment, coexistence in the virtual and digital world) and history, builds their own concept and experience.
Natura and its relationship with Experience Design
Natura was born from two passions: the passion for cosmetics, as a means of self-knowledge, and the passion for relationships, as a principle of harmony in a universe where everything is interconnected. With the aim of further intensifying these relationships through products, an interdisciplinary group was created focused on better understanding the importance of Experience Design and how this aspect can cease to be a consequence and become a value of the brand.
The Design Hub studies opportunities for creating and expanding new experiences between people and the brand, through partnerships and co-creation, which seek solutions – especially technological – to develop new experiences in the consumer cycle (which encompasses the entire process from packaging production and product use to its disposal).
