The Challenge
The project addresses a critical health issue: the early detection of neurodegenerative diseases, which affect more women. Natura recognized the need for awareness in this area, as only 10% of cases are diagnosed. The creative challenge was to integrate an olfactory test into the existing product catalog, which is already a vital sales tool for resellers and has fragrances embedded as a way of selling. By incorporating 20 fragrances and a questionnaire, the project successfully transformed the catalog into a health resource. The catalog is the second biggest magazine in circulation in Brazil, with three million copies per edition, and each copy reaches 10 to 30 women, making the potential for changing the diagnosis rate enormous.
The Solution
The idea was to transform a perfumery catalog into a health screening tool — using scent not to sell, but to save. By embedding a simple olfactory test among the usual product pages, Natura offered women an emotional, sensory, and proactive experience. The test invited them to identify familiar smells and answer questions, creating a self-assessment journey built into an everyday object. This reimagined the catalog as media with purpose, turning what was once only promotional into something deeply personal. It’s breakthrough thinking rooted in simplicity: using what people already trust and touch — their beauty routine — to spark life-saving conversations.
