The cosmetics industry has great potential for innovation. The relationship with fragrances, flavors, colors, textures, and processes, such as packaging development and prototypes, creates various opportunities for discovering new experiential possibilities.
Given the significant sensory load that these products already possess, the enhancement of the experience can go far beyond their use and benefits, involving discovery throughout their consumption cycle, from the delivery and arrival of the product to the consumer, to its disposal.
Natura, which was a pioneer in sustainability in Brazil, continues to explore aspects that transcend the consumer relationship and recognizes in Experience Design the possibility of creating a deeper bond with the people who interact with the brand.
Experience Design
“Persuading, stimulating, informing, making imagine, making entertain and eventually predicting, influencing meaning and modifying human behavior."
(Ronald Jones)
Experience Design seeks to conceive products, processes, services, events, and environments focused on the consumer experience, taking into account the outcome of contact and interaction between people and the brand, allowing for the generation of emotions and memories of those moments.
In other words, the goal is to enhance the experience, both physical and virtual, identifying existing moments or working on generating new ones to expand consumer experience possibilities.
This entire process is developed based on Design Thinking, that is, centered on people's needs and considering research methodology, integrated thinking, co-creation, open innovation, prototyping, development, and tangible solutions.
Natura and the Media LAB
Since 2012, we have an established partnership with the Media Lab at MIT (Massachusetts Institute of Technology), one of the largest centers of reference in innovation, design, science, and technology in the world. The lab, which utilizes non-traditional disciplines, works on around 350 projects, such as neuroengineering, cities of the future, and how children learn.
The partnership arose from the interest of both parties, and Natura identified the possibility of relying on an extremely skilled network with diverse backgrounds, allowing for the inclusion of new themes and the generation of innovative solutions.
Globally recognized, and behind various successful creative projects, the Media Lab is currently funded by 80 companies that give researchers total freedom of choice in the research topics they wish to develop. Additionally, all consortium members have access to the generated information, thus building a significant collaborative and open network innovation effort.
On the website www.media.mit.edu you can discover more about the innovation center and its research topics, such as Object-Based Media, which explores the future of electronic visual communication and expression for a richer connection between people and systems, and Responsive Environments, which seeks to enhance experience, interaction, and perception through sensor networks.
Natura Campus Hackathon | MIT Media Lab
Natura and the Media Lab launched, on April 28, the Hackathon* that invites researchers and students to think together about how technology can unite the product and the virtual environment to enhance the consumer experience.
Registrations can be made until June 23 and the Hackathon will take place between August 4 and 6 with the presence of researchers from Natura and the Media Lab. Up to two participants will be selected to develop their ideas in Cambridge, USA, at the Media Lab headquarters.
