Called Collages, the range will initially include five different fragrances that will be launched on June 20th at the companies flagship retail outlets in Nolta, Manhattan and Garden State Plaza in New Jersey, with a further seven fragrances expected to be launched in the future.
According to the development team, each scent has been created to reflect travels through different parts of Brazil, providing an experience that imparts the heat, flora and multifaceted nature of the vast country.
Tapping into the craft fragrance trend
The fragrance line is a niche, boutique brand that taps into the trend for more personalized and highly curated scents based on natural notes.
“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,” said Roger Schmid, head of Innovation and Sustainability for Natura &Co.
“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.”
Not created in Brazil
In a unique move, the Natura fragrance team chose to develop the new line outside of Brazil, using development teams in both New York and Paris in an effort to produce a line with a more international perspective.
During the development of the line, Schmid was accompanied by Elisabeth Carre, a European-based fragrance evaluator, and Alicia Tsai a FIT graduate specializing scent.
“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,” said Schmid.
The five fragrances
The fragrances have all been developed using ingredients sourced according to the company’s ethical and sustainable practices, while the packaging uses 100% recycled materials.
Angelica is the Brazilian name for tuberose, a flower known for its mysterious qualities. Combined with zesty mandarin and aquatic flowers, this fragrance is said to be dark and seductive.
Made from the blue flowers of the Jacaranda tree, this fragrance provides a combination of fresh and spicy that is said to energize with hints of papyrus, rose and grapefruit.
Madeira Branca was inspired by Brazilian architecture – said to be strong and modern yet still immersed in nature – with hints of warm woods, spicy black pepper and calming musk.
This is a more subtle and softer kind of scent that is said to envelope the body with sensual flowers, citrus, and warm amber.
With hints of soft woods, white flowers and vanilla musk, this earthy fragrance wears like a cozy, comforting blanket.