Natura Captured Molecules at Music Events to Make Two Fragrances
Laura McQuarrie — May 23, 2024 — Fashion
References: natura.br & fragrantica
Inspired by the energy of music festivals, Brazilian brand Natura launched two fragrances, Festival de Humor and Conexão de Humor.
Decades ago, the headspace method was created to capture and record the scent of a specific moment in a specific location but it was initially limited to confined environments. Now, the technology allows molecules to be captured in open, outdoor environments. Natura identified and captured over 40 random molecules in the air at major Brazilian music festivals, and worked with 160 young festival-goers to accurately replicate the joy, excitement and connection they feel through scent.
While both of the new limited-release fragrances are grounded by priprioca, Festival de Humor is a fruity floral with notes of green apple and pineapple, and Conexão de Humor is a masculine scent with top notes of coconut and pineapple, and spices at the heart.
Decades ago, the headspace method was created to capture and record the scent of a specific moment in a specific location but it was initially limited to confined environments. Now, the technology allows molecules to be captured in open, outdoor environments. Natura identified and captured over 40 random molecules in the air at major Brazilian music festivals, and worked with 160 young festival-goers to accurately replicate the joy, excitement and connection they feel through scent.
While both of the new limited-release fragrances are grounded by priprioca, Festival de Humor is a fruity floral with notes of green apple and pineapple, and Conexão de Humor is a masculine scent with top notes of coconut and pineapple, and spices at the heart.
Trend Themes
1. Event-based Scent Creation - Brands are leveraging advanced capture technology to recreate the atmosphere of events through fragrances.
2. Multisensory Experiences - Consumers are increasingly drawn to products that evoke sensory memories, enhancing emotional connections.
3. Customization Through Collective Participation - Brands are involving consumers in the creation process to ensure products resonate on an emotional level.
Industry Implications
1. Fragrance Industry - Advancements in scent capture technology are enabling innovative, event-inspired perfume formulations.
2. Event Marketing - Marketers are exploring new ways to immortalize and extend the impact of events through unique sensory products.
3. Consumer Goods - Personalized and experience-driven products are reshaping consumer expectations in the lifestyle sector.
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