A Brazilian beauty giant has transformed a familiar product — its widely circulated catalog — into a health screening device. Natura embedded an olfactory test featuring distinctive scents like cheese, mothballs and bacon alongside a 20-question assessment to help detect early signs of neurodegenerative diseases. The loss or alteration of sense of smell can precede more noticeable symptoms of conditions like Parkinson's and Alzheimer's by years, yet the WHO reports only 10% of cases are diagnosed, with women comprising approximately 70% of patients.
People who notice smell perception changes through the catalog test can access more comprehensive screening through a partnership with NoAr Health, utilizing digital technology that combines olfactory and cognitive assessments at local public health units. This private approach to public health leverages Natura's massive distribution network. Since the catalog is sent to approximately 4 million consultants, with each copy passing through 10-30 women's hands, it has the potential to significantly impact early detection rates. The program was developed by Africa Creative and is initially rolling out as a pilot in Minas Gerais, one of Brazil's largest states.
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Perfume brands have long used magazine scent strips to coax readers into trying a new fragrance. By turning that read-and-sniff experience into a health test, Natura transforms passive catalog browsing into a screening tool with genuine utility. The approach stands out in an increasingly digital world by creating a meaningful analog experience that can't be replicated on a screen. While serving a public health mission, Natura demonstrates how traditional media can deliver surprisingly intimate and valuable engagement through our most primal sense — smell.
The initiative is a clever offline example of the AMBIENT WELLNESS trend, which sees health interventions embedded into everyday touchpoints and habits. From smart mirrors that analyze skin health during morning routines to fitness trackers disguised as jewelry, brands are recognizing that the most effective wellness solutions require zero additional effort by time-pressed consumers.
