Perfumária Natura, Brazil’s leading cosmetics industry, launched a line called Amor América, with products made with raw materials originating from the Andes and Patagonia regions. To spicing up the launch, Natura bought for USD 1 million, the rights of the poem “Amor América”, written by the famous Chilean poet Pablo Neruda, published in the book Canto General, known as the great ode to Latin America. By contract, Natura can only use the title of the poem in the campaign. Product associations to the name of the poet are vetoed.
But not only is the name special. The new Natura fragrances find their origin in beautiful and threatened Latin America. With a special name and exquisite products, the packages also have to be special. And they are. The bottles, stylistic reproductions of calabashes, are inspired by the … read the full article