In an unprecedented initiative blending science, scent, and social impact, Natura, in partnership with Africa Creative, has launched a groundbreaking olfactory test aimed at promoting early detection of neurodegenerative diseases among women. The project, which is part of the Africa Creative platform, leverages one of Brazil’s most popular beauty tools — the Natura catalog — to raise awareness about smell loss as an early warning sign.
Loss or changes in the sense of smell are among the first symptoms of neurodegenerative conditions such as Parkinson’s and Alzheimer’s disease, often manifesting years before more visible signs like memory impairment or difficulty with motor skills. Yet, according to the World Health Organization (WHO), only 10% of such cases are diagnosed, and nearly 70% of affected individuals are women.
To address this gap, Natura has embedded a smell test with 20 surprising scents — ranging from bacon and cheese to naphthalene — into its catalogue, which already encourages users to explore fragrances through touch-and-smell patches. These unconventional aromas are coupled with a 20-question self-assessment to help readers become more conscious of changes in their olfactory perception. If anomalies are noticed, users are encouraged to seek medical advice for further examination.
“Scientific studies show that when neurodegenerative diseases are caught early, their progression can be delayed, or in some cases, prevented,” explains Gustavo Vale, a neuroscientist collaborating with Natura.
Tatiana Ponce, Natura’s Vice President of Marketing and Head of Research & Development, highlighted the initiative’s potential reach: “Our catalog circulates to about four million consultants, and each edition is handled by 10 to 30 women. This gives us a powerful platform to promote health and wellness where it truly matters.”
Creative directors Eduardo Ferraz and Milena Zindeluk from Africa Creative echoed this sentiment: “We’re using a familiar and trusted medium to deliver something revolutionary. It’s a subtle yet powerful intervention with real transformative potential.”
The initiative is currently in pilot phase in the State of Minas Gerais, with support from health tech company Noar Health and local governments. Women who report changes in their sense of smell will be directed to public health spaces linked with Basic Health Units (UBSs), where they’ll undergo further diagnosis using fully digital and automated testing that evaluates both olfactory and cognitive functions.
This pioneering project doesn’t just aim to prevent illness — it reaffirms Natura’s long-standing commitment to enhancing women’s health, dignity, and quality of life, particularly in under-served communities. By merging perfumery with preventative care, the company offers a bold example of how brands can drive meaningful societal change through innovation and empathy.
