Cannes Lions

SOU

TÀTIL, Sao Paulo / NATURA / 2013

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Overview

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Overview

Description

Having a minimum of environmental impact and at the same time guarantee high sensorial impact was the recipe used for the SOU package. With strong colors and organic format, SOU intends to democratize conscious consumption and allow for more people to have access to the quality of Natura products.

The brand SOU* was developed to represent more balanced individual consumption, with less waste, more pleasure and be more accessible to everyone.

*the brand SOU means the opposite of US.

Execution

The solution found was innovative as it uses a stand-up Pouch as a line bottle, a resource that guaranteed impact reduction in all of its life cycle. (60% less carbon emission) Extraction: great reduction in the use of raw materials in relation to conventional packages. (70% less plastic) Production: manufacturing and filling of the product done at the same assembly line, reducing the stages of production and transportation. Usage: use of product to the last drop. Disposal: residue reduction due to less usage of raw material and compaction.

Outcome

As a result we had: increase of basket of Natura products in Brazilian homes (penetration); increase in productivity for Natura Consultants (directs sales) – in a market test their total productivity increased by 13,5% and productivity in the target categories increased 40%; evolution in brand image and Natura’s access to a new market

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