Consumers can help to create products Natura

Natura is preparing to launch a new online platform where consumers can help you create innovative solutions for your industry. The tool will be the new base of the Forum of ideas "Co-creating Natura", which today occurs on Facebook.
She should only be fully ready in February next year, but was presented to "co-creators know" most active project on Thursday (4), in São Paulo, firsthand. There were about 30 customers guests.
The main objective of "Co-creating" is to call who identifies with the brands and products of nature (and believes in collaboration) to develop ideas, concepts, models, products or services along with the company.
The program was born in 2012 with a collective innovation pilot project called "Spring", in a closed group of Facebook.
"The insight is always a look outside that reverberates from the inside. We realize that a lot of people out there, consultants and customers, knew well the Natura and decided to summon them to participate, "says Nadareishvili, Coordinator of network management and innovation of the company.
The idea worked and, last year, launched the first platform of "Co-creating". But the technology had been purchased "ready" and did not offer the user the complete experience desired by Natura. Therefore, the project returned to Facebook until the company could develop its own system.
"Before it was necessary to register to view the content, it was difficult. And yet we had 1,800 people registered, with 14% of interaction, "says Juliana.
How it works
Currently, the "Co-creating" works in a gated community on Facebook. The company internally identifies the challenges that can have solutions developed in conjunction with the community and launches the "journey of co-creation" in the social network.
The journey is nothing more than the process of inspiration, discussion, selection and definition of ideas on a given topic. It happens in stages and virtual meetings that have prefixed periods.
Since last year, 8 of them have already been carried out. Were treated subjects as varied as "Transparency" (with the goal of finding innovations that help Natura to be more transparent), "Mother and Baby" (about care between mother and child) and "gifts" (how surprising).
Back to Facebook just two months, the community of "Co-creating" already has about 2,000 people and each journey (or group) has approximately 150 participants engaged. At the moment, is open the journey of "Well-being", still in phase of inspiration. At this stage, is being discussed which means well-being to each and how to achieve it, for example. The next step, to suggest innovations for the theme, it should be held in the new platform.
Other resources
The new system will make it possible to "Co-creating" the sharing of pictures and videos within the discussions, what today is not possible.
In addition, the platform will be fully opened and the shared content on it will be visible to any Internet user, unlike what occurs now. To make guesses and CoCreate, however, it will be necessary to make a profile.
Every network interaction, participants will receive "medals" virtual recognition. Subsequently, the "co-creators know" who earn more medals will be invited to participate in "experiences" linked to Natura, as the event this Thursday, which took place in a spa.
"The more people interact, there will be more innovation," says Juliana.
Team "Co-creating"
The movement "Co-creating Natura" involves various sectors of the company, such as legal, it and communication, but it is headed by the network management and innovation.
This is the area responsible for the curatorship of the relevant ideas that have arisen on the platform, to produce a report and forward it to the team that can put them into practice.
According to Juliana, not all of the suggestions involve tangible changes and, therefore, it is difficult to say how many have already been implemented. "The journey of transparency, for example, brought ' inputs ' valuable that changed the way of thinking of our leaders, but that can't account for," he said.
One of the ideas that is taking shape of product, however, is a cassette created from stories discussed in the network, which will reach the market next year.
Last year, Natura has invested 158 million reals in innovation projects. This year, the amount was $ 181 million reais.