Fragrances span from Angelica, the Brazilian name for tuberose, combined with zesty mandarin and aquatic flowers; Jacaranda, a combination of fresh and spicy scents with hints of papyrus, rose and grapefruit; Madeira Branca, a blend of warm woods, spicy black pepper and calming musk; Nectar, a succulent scent of ripe blood oranges mingled with flowers, citrus and warm amber; and Terra, with hints of soft woods, white flowers and vanilla musk. All fragrances are made with 100% organic alcohol and presented in all recycled packaging, adhering to NaturaBrasil’s commitment to sustainable and ethical business practices.
Roger Schmid, head of innovation and sustainability for Natura & Co., took time to correspond with Happi about the new line.
Happi: Why did NaturaBrasil expand its fragrance selection with another niche collection?
RS: The market has seen an explosion of boutique fragrance collections. In our case, the intention is not to follow a trend, but to respond to the realization that through scent we can start a conversation around this unique, magnificent country (if not continent) that is Brazil ... a Brazil that is so rich in its different expressions, cultures, dynamics, geographies, offering never-ending creative themes and moods that can be expressed through fragrance.
Happi: How did you develop these fragrance stories?
RS: It was wonderful to work on this concept of little "Brazilian Stories" together with friends. In this endeavor, I was accompanied by Elisabeth Carre, the best Perfume Evaluator in Europe; and Alicia Tsai, an FIT graduate passionate about scent. The idea to use scent as a way to discover Brazil was born from this combination of factors.
Happi: Who are the perfumers behind the scent stories?
RS: We will, once the basic collection, probably of a dozen scents will be finished. Our focus just now is to bring Brazil to life through this journey. As you discover and wear these fragrances we hope that you will be transported and fall in love, and we don’t want to add distractions (and if you really want to know, you will find out in such a small industry we are in). We like a little mystery.
Happi: Why creating a collection in New York and Paris, and not Brazil?
RS: Natura is a leader in perfume in Brazil, and even has in-house creation. For this project, we wanted a different approach, looking at Brazil from the outside-in. We wanted a different stimulus.