Natura expands Kaiak line with new fragrance for runners

Natura has expanded its Kaiak product line with the launch of Kaiak 21K, a new fragrance designed to connect with the running community and the lifestyle of Generation Z. The launch aims to address the growing interest in outdoor activities and wellness, utilizing the 'deathleisure' trend which emphasizes comfortable sportswear for daily use.

The new fragrance features ginger to provide a sense of freshness and energy. This move aligns with market research indicating that a significant portion of younger consumers engage in both gym and outdoor exercise.

In addition to the new launch, Natura offers several other fragrance options suitable for active environments. The Kaiak Ultra line, developed with perfumer Verônica Kato, uses notes of anise, storax, mint, and peppermint to simulate the sensation of cold water. Other options like Humor e Paz and Urbano Dia provide citrus-based profiles, such as mandarin and bergamot, which are preferred for gym settings to avoid the discomfort of denser, sweeter scents.