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osvold – :
Launched in December 2017, Toxic! Pink arrived in Natura’s portfolio to expand the company’s communications with the younger audience. Translating the concept that was disclosed through the hashtags #tánacara and #tánarua, Toxic! Pink became the first fragrance of the line Faces, until then, an internal brand of makeup.
Since the beginning of the year, Natura has been working on Faces brand communication, reinforcing the use of cosmetics and even makeup by younger men. In this way, the Millennials might begin to see a traditional company shaping itself to the constant changes of the market.
To build Toxic! Pink, Veronica Kato joined Sonia Constant (Givaudan) and together they created a sweet fragrance of moderate intensity. It is worth emphasizing that Natura began to divulge the olfactory pyramids of its fragrances, more broadly, a short time ago (a flaw pointed out by me in a visit to the headquarters). That said, here goes: bergamot, mandarin, pink pepper, red fruits, pear, apple and peach, on top; rose petals, jasmine and muguet in the heart; amber, tonka bean, vanilla and cherry liqueur, in the base.
Toxic! Pink really talks to the young girls. The fragrance is fruity, full of sweet nuances of children’s syrup and does not evolve much. Basically, it is built on a combo of red fruits + apple + cherry liqueur. In fact, the aroma of the cherries arrives in front of everything and reminded me, immediately, of the strong cherry smell of La Petite Robe Noire (Guerlain).
On my skin, it exuded very well for over an hour, but disappeared, almost completely, after three hours of application. The positive point, in my opinion, is that Natura did not lie when announced that it is a perfume of moderate intensity. Toxic! Pink has a restricted target audience, which are teenagers between 12 and 16 years old. Older women who come to buy a bottle, depending on the salesperson approach or just thinking about the price (R$ 59.90 – 50ml), may be disappointed with what the fragrance delivers. In contrast, it is a great option for those who want to give as a gift to their daughter or one of their friends, for example.
To conclude, I still have to praise the visual identity: it is functional, simple and jovial in all aspects, from the box to the label with ripped effect. Incidentally, the color of the liquid is transparent. The pink effect comes from the inner side of the label. Natura continues to work with threaded sprays and the lid features the FACES brand in low relief.