RIO DE JANEIRO, BRAZIL – Natura, a Brazilian cosmetic products company, has just launched a tablet able to issue digital scents. No, you did not read this incorrectly.
The digital scent will work almost like the samples that came in printed magazines and in the brand’s catalogs for the client to get to know the scent of a given perfume before buying it, by rubbing the wrist on the paper pad. Nostalgia aside, this concept was left behind – and the goal now is to have a much more digital process.
The company should start to implement the innovation in its stores this year, first in 60 of its own stores in Brazil and, in a second stage, the tablets will be shipped also to 1.2 million brand consultants.
The technology was developed by the Brazilian startup Noar, after four years of research to understand how to make the concept of scent by tablet work. “My goal was to follow the digital transition line. The catalogs [on paper] are no longer sustainable. I wanted to create a new business model,” Claudia Galvão, Noar’s president, told AFP news agency. And that’s exactly what she did.
According to the president of the startup, the fragrances are inserted into the tablet as micro cartridges of up to 100 doses and the device has the capacity to store up to 20 fragrances, triggering the aromas through a slot on the tablet. “The difference is that it is dry air, it is possible to smell the fragrances one after the other without confusing the sense of smell,” Galvão told AFP.
The beauty conglomerate also developed an App that can customize the selection of fragrances available on the device.
Founded in 1969, Natura is leader in the direct selling sector in Brazil and belongs to Natura & Co conglomerate, which also includes the brands The Body Shop, Aesop, and, more recently, Avon – which until a few years ago was one of its main competitors.
Source: Exame