Natura SOU: Cosmetic packaging design

Sustainable Innovation
consumer goods

visual identity

Natura SOU makes you ask: does sustainability equal expensive price tags?

Natura SOU uses 70% less plastic than conventional packaging, reducing impact throughout its entire life cycle

Natura – a global personal care and cosmetics company that owns brands such as Aesop and The Body Shop, faced this question in a challenge to engage people in conscious consumption. Products with low environmental impact are still generally perceived as expensive. Natura’s goal was to create a new line within an intermediate price range, so Questtonó and Natura joined forces to tackle this challenge.

The line redefined the way cosmetic packaging is approached at Natura and has been a key reference for sustainable initiatives at the company. Production and logistics were simplified once a single-plant assembly line combined manufacturing and packaging. Natura SOU is true sustainable impact from the ground up, receiving 10 awards, including the iF Design Award.

Through ethnographic research with consumers and independent distributors from several Brazilian states, Questtonó outline what consumers deemed essential versus unnecessary for the Natura SOU product experience. The research investigated not only the sales process, but the product itself and how people dealt with Natura packaging.

Informed by our research, we knew it was critical to optimize the product lines production and distribution systems of Natura SOU to make an impact on sustainability, so we immersed ourselves in the packaging world across industries. Product design, logistics, business model, and service were all considered to inform the final Natura packaging solution.

Not only sustainable from a production and packaging perspective, this Natura design allows for every last drop of product to be used unlike traditional pump bottles. Following the release of Natura SOU line, the value of Natura’s shares increased by 5%.