Recently, the new line of Natura Tododia, Jambo Rosa and Flor de Caju, was launched, developed especially for black and brown skin. For the creation of this line, a survey was conducted with over 2000 black participants to assess the well-being and needs of this audience, and it consisted of 3 phases.
In the first phase, a workshop on the well-being of black women was held. In July 2022, Natura's Well-being Sciences area promoted a series of lectures given by 6 academic leaders and specialists in black literacy for over 300 Natura participants. Topics such as Eurocentrism and its influence on Brazilian society, as well as contributions from black women, often historically erased, were discussed.
The second phase continued with a qualitative research study with black Natura consultants in Salvador-BA, in November 2022, aimed at investigating the habits and well-being of black women. Individual interviews were conducted, along with a 2-day event featuring dynamics and discussion circles. Some important aspects were identified regarding self-image, the pain caused by the aesthetics of whitening, and the process of acceptance and re-signification of their identities.
In the final phase, a quantitative survey was conducted with over 1000 women, evaluating 11 dimensions of the well-being of black women, providing insights for product development. This study utilized questionnaires that addressed topics such as mental health, quality of life, and self-esteem.
From the research conducted, it was possible to identify that black women have a higher propensity for hyperpigmentation and accelerated skin peeling. Additionally, many complained about the lack of products specifically developed to meet their needs. Based on this information, innovative products were formulated, combining Niacinamide, Panthenol, Sesame Oil, and Vitamin E – a unique composition for the Tododia line. These products, tested on over 120 variations of skin tones, demonstrated various benefits, such as deep hydration, skin tone evening, cellular renewal, and repair of dry areas.
