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The three R’s have gone beyond the classroom, taking on new meaning with the concept of Reduce, Reuse, Recycle. Nowhere are the three R’s more applicable than in consumer packaging. From toting reusable bags to market to using refillable products, consumers are getting the message from environmentally conscious companies like Natura, a leading cosmetics firm in Brazil.
Natura set its course nearly two decades ago with a commitment to social responsibility and sustainability, taking action to reduce the environmental impact of its processes, products and services. As a leader in sustainable development, Natura has added a fourth R – Refill.
Beginning with a “less is more” philosophy, Natura designs minimal packaging with originality and simple, clean lines. Romulo Zamberlan of Natura’s packaging development team notes a curious trend towards simple shapes and lightweight packaging, saying that simplicity in a container tends to better emphasize the product within.
Having achieved award-winning success with The Glass Polymer™ in previous packaging of Natura’s Kaiak, Due and Chronos products, Natura again looked to Eastman with strict technical criteria for Chronos Flavonoides de Passiflora, a popular line of anti-aging creams for women ages 30 to 60-plus.
“The material brings out brightness and transparency well,” says Zamberlan. For Natura, choosing a packaging material that accentuates the quality of the product means added competitive advantage.
The Glass Polymer™ offered the brilliant clarity, dimensional stability and luxurious tactile feel that Natura wanted for the reusable Chronos container. The container’s cylindrical design varies only slightly from a basic shape with subtle asymmetry of the lid, providing a distinctive, smooth grasp and a hint of sophistication.
Like its predecessor in the Chronos line, the Passiflora creams are offered in refill packs that easily snap into the Chronos bottomless pot. The clicking sound of The Glass Polymer™ ensures that the refill cup is firmly embedded and reinforces the quality image of the Natura brand.
In product development, Natura connects many links of the eco-cycle. Chronos Flavonoides de Passiflora formulas, for example, are made with passion fruit of the native Passiflora alata plant and other natural components of Brazil’s vital biodiversity. The refill system reduces the amount of resin used and the packaging material released into the market, while also reducing environmental impact of the manufacturing process. And The Glass Polymer™, a recyclable material, appeals to Natura’s ever growing eco-conscious customer base.
Founded in Sᾶo Paulo in 1969, Natura is a direct sales company with consultants throughout South America, in Mexico, France and soon the U.S.
Natura’s efforts to encourage conscious consumption through innovative packaging demonstrate the company’s mission to create and sell products and services that promote its corporate philosophy of Bem estar bem –
well-being/being well. By adhering to its premise of less is more, Natura is setting a standard for global eco-trends.
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