Brazilian brand Natura opened a new beauty flagship location on Oscar Freire Street in São Paulo and it supports phygital experiences throughout. The concept store is located on the same street where the brand made its debut 51 years ago yet it's full of technological innovations and opportunities for personalization.
Upon entering the store, guests will see a collection point for empty packaging—and for every five packages they return from one of the Natura &Co brands, customers will get a new Natura product. In-store, there's also the perfum.Ar digital solution, biodegradable virtual reality glasses that transport people to the Amazon and the opportunity to measure the hydration levels of one's own skin. There's also a makeup studio with a virtual mirror, a gift studio and an outdoor cafe.
Image Credit: Natura
Key Themes Behind This Trend
- Phygital Experiences
- The integration of technology with physical experiences presents opportunities for personalization and engagement
- Virtual Reality Enhancements
- Using VR technology, customers can be transported to other locations, creating unique experiences
- Sustainability Initiatives
- Incentivizing customers to return empty packaging and implementing biodegradable materials offers potential for sustainability innovations
Where This Applies
- Beauty
- Beauty companies can integrate technology to create engaging and personalized in-store experiences
- Retail
- Retailers can implement sustainability initiatives and utilize VR technology to enhance customer experiences
- Hospitality
- Hotels and restaurants can use VR technology to transport customers to different locations and provide unique dining experiences
