Being again in one of the main shopping addresses in the São Paulo capital reminds us of the beginning of the brand’s journey, when, in 1970, founder Luiz Seabra opened a small store and, together with a card and a white rose, invited people to visit the place. The store at Oscar Freire Street arrives four years after Natura’s return to retail.

Today there are almost 500 physical stores, among own stores and franchises. Natura was practically born in this address in São Paulo and, from it, it emerged our sales model by relations”, says Paula Andrade, Natura & Co Retail vice-president.Among the proposed innovations, the public will be able to try Natura perfumery products through the digital solution perfum.Ar, which allows choosing any brand fragrance and feel it digitally.

The objective of the “dry smell” is to facilitate the test of several fragrances without one overlapping the other and confusing the final choice.those who are in the store at Oscar Freire Street will also be able to travel to the Amazon through biodegradable virtual reality glasses, besides measuring skin hydration, analyzing hair and personalizing gifts in the Gift Studio.the space also has a make-up studio with a virtual mirror for product tests, a Mommy and Baby changing room and a space for coffee in the middle of nature. The store will be a collection point for reverse logistics, in order to contribute to the reduction of the environmental impact generated by the inadequate disposal of packaging.

Thus, for every five empty packages returned from the brands of the Natura &Co group (Avon, Natura, The Body Shop and Aesop), customers will receive a new Natura product.To give life to the art gallery portion, the partnership with the Campana Brothers, initiated by Ekos in early 2020 with the exhibition “35 Revolutions”, at the Museum of Modern Art in Rio de Janeiro (MAM-RJ), is extended to the concept store. Inspired by the soul of the Amazon, the Brazilian duo of artists developed unpublished projects and special installations to deepen the understanding of the forest and regeneration, bringing a reflection on the future and respect for biodiversity.

We are united in this partnership also to pay tribute to the power of the Amazon, inviting everyone to reflect on the future of the forest and society, “says Andrea Alvares, vice president of Brand, Innovation, Internationalization and Sustainability of Natura.The installation “Skin”, exhibited at the MAM-RJ, was given a new meaning and will be in the inner garden of Natura’s new address.

“The panel ‘Skin’ is inspired by nature and its interaction with the urban environment, where structures such as overpasses and buildings gain spontaneous gardens over time, which germinate according to the season and climate,” explains Fernando Campana.Unpublished works can also be appreciated, as “Biome”, a sculpture made with 220 meters of multicolored cotton yarn that symbolizes the mixture of all races, genders and ideals.

The colors were inspired by Natura Ekos bioactives, such as Patauá, Açaí and Passion Fruit. For this, several pots with native plants of Brazilian biodiversity were arranged on the roof of the space. Over time, the plants will form a green cloud that will cover the entire extension of the place.