Brazilian brands and Biomimicry: innovation and aesthetics as strategy

Abstract

The discussion about environmental transformations and the consequences of unbridled consumption have generated changes in purchasing behavior, fostering the emergence of a new category of consumers, the green consumers, who seek to reduce consumption, cause low environmental impact and reduce the consequences on nature. In response to this demand, the market for ecological, green, sustainable, ecologically oriented and/or eco-efficient products has shown an increasing variety and competitiveness on a large scale. Facing this new consumer, brands have used nature as a neuromarketing tactic. Thus, biodesign, through biomimetics, has become a strategic tool, adding economic and aesthetic value. Through the biomimetic methodology, Brazilian toiletries and perfumery companies, in line with sustainability, have conquered a slice of the market, creating products that reinforce the brand's values and generating a typically Brazilian identity and essence. Thus, the work aimed to present the only two biomimicry Brazilian brands in the ranking of most valuable brands in Brazil in 2022, O Boticário and Natura, which unite innovation, inspiration in nature and sustainability.

The discussion about environmental transformations and the consequences of unbridled consumption have generated changes in purchasing behavior, fostering the emergence of a new category of consumers, the green consumers, who seek to reduce consumption, cause low environmental impact and reduce the consequences on nature. In response to this demand, the market for ecological, green, sustainable, ecologically oriented and/or eco-efficient products has shown an increasing variety and competitiveness on a large scale. Facing this new consumer, brands have used nature as a neuromarketing tactic. Thus, biodesign, through biomimetics, has become a strategic tool, adding economic and aesthetic value. Through the biomimetic methodology, Brazilian toiletries and perfumery companies, in line with sustainability, have conquered a slice of the market, creating products that reinforce the brand's values and generating a typically Brazilian identity and essence. Thus, the work aimed to present the only two biomimicry Brazilian brands in the ranking of most valuable brands in Brazil in 2022, O Boticário and Natura, which unite innovation, inspiration in nature and sustainability.