Businesses are constantly changing and adapting, specially in today’s world. Natura needed to quickly update their most famous perfume in Brazil, Essencial, in its male and female versions.
Our challenge was to use Agile methodology for the brand’s repositioning and also design a new packaging, connecting the product’s tradition to more contemporary visual references.
The key aspect to develop this new product was the extremely fast time from creative process to final delivery, done in only 4 weeks.
Quest: Our Agile Methodology approach
Quest is our design-based innovation Agile program. With only 4 weeks from scratch to finish, it involves creating, prototyping and user collaboration for maximum efficiency.
The Agile methodology is guided by a multidisciplinary and collaborative process. During each step, different skills are mixed to create fast and outstanding solutions.
For this specific project, we had professionals from graphic and product designers to researchers and strategists, besides the client’s team, involving marketing, logistics, supplies, manufacturing and quality control.
Design and Innovation in Cosmetics
Week after week, the work group created several proposals for the product’s design. We manufactured prototypes in our personal makerspace, besides 3D-detailed illustrations that were validated by the client.
Our Research and Strategy team led discussion groups with users, introducing concepts to try to understand which visual styles were the most appropriate.
Based on the learnings, we could refine the project to reach a final delivery for Natura. The new Essencial perfume was launched in March 2020.
Read the statement by Natura’s Design Manager in Brazil, Almir Simões:
“Essencial is one of the biggest perfume brands in Brazil. Relaunching such a relevant brand is so important to us and our consumers that it had to be done considering the best in terms of design, technology and innovation.
We chose a long-time partner for this journey, Questtonó. It was a huge challenge considering the brand’s role, the challenging deadlines, and the need to create with our consumers through Agile methodology.
By the way, the methodology took an essential role in the project’s success. A multidisciplinary team and frequent sessions helped us in creating new, consistent paths. With immediate feedback from consumers at each step, we managed to evolve and capture all the innovation and design’s potential to develop the new perfume.
The result was extremely satisfying and we are very proud to launch this product in the market.”
This case is also featured in Packaging of the World.
Do you want to create innovative products and strategies such as this beauty gadget or the sustainable Natura SOU?
We are a cross-disciplinary team of designers, engineers, researchers and strategists who identify unique market opportunities based on people needs, technology and cultural trends with the ability to design & develop ready-for-market products, services, and experiences. We do this by developing physical and digital products, brands and services in a systemic and integrated way.
Questtonó is a design and innovation consultancy that has a successful track record of 25 years + 140 design awards, deeply understanding US & Brazil Market to deliver insight driven + human centered results.