Natura launches product line in stand-up pouches

The Natura line Natura Am, focusing on sustainability and on a new concept that follows the motto "so you need to than not need?". Packaging and product formulas were created with the goal of having the smallest environmental impact possible.
All packages are line stand-up pouches (plastic bags that are standing) of 200 ml drop-shaped. Natura says the containers use 70% less plastic in their production than rigid packaging with the same volume. The goal of the shape is to show that all the content can be extracted from flexible bags "to the last drop". "The flexible packaging facilitates the removal of the content and avoid waste," says José Vicente Marino, Vice President of business. "Another advantage is that the pouches are delivered in reels, which represents savings in transport. A roll with thousand packaging occupies the same space in the truck that 28 empty bottles, "explains Pamela Maiuolo, Manager of innovation and sustainability of nature. This allowed, according to the company, the 60% reduction in CO2 emissions.
According to Natura, the initiative to use stand-up pouches as primary packaging on that market is unprecedented in the world. "Normally flexible packagings are used as refis, not as the main packaging", says Pamela.
The design of the packaging is of Tátil Design agencies and Design Node Questto.
The product formula has also been simplified. The animal fats and minerals were replaced by as much as 80% by vegetable components, and there are no dyes in the composition.
The product line hits the market on June 17 with five products, including moisturizers and liquid soaps. By the end of the year will be released full line with products for skin and hair. In all, Natura Am will have 27 products.