Natura, a global beauty giant with over 50 years of history and presence in 63 countries, partnered with Box1824, a trend and innovation research agency, to explore the world of hair care. Together, we dove deep into understanding consumers' true needs for the launch of Natura’s new hair product line. Since hair plays a significant role in women’s lives and the beauty industry often pressures them to strive for perfection, simply releasing another product wasn't enough. Through various research methodologies, we developed a comprehensive document filled with guidelines and insights for agencies and production teams, addressing women’s desire to feel more relaxed, vulnerable, and confidently themselves.