Wellness: Beauty catalog hacks scratch-and-sniff to screen for Parkinson’s and Alzheimer’s

Why it is the topic trending:

• A Brazilian beauty giant, Natura, has embedded an olfactory test in its catalog to screen for early signs of Parkinson's and Alzheimer's disease.

• The test includes distinctive scents like cheese, mothballs, and bacon, along with a 20-question assessment.

• Loss or alteration of the sense of smell can precede noticeable symptoms of these diseases by years.

• The WHO reports that only 10% of cases are diagnosed early, with women comprising about 70% of patients.

• Natura's catalog reaches approximately 4 million consultants, with each copy passing through 10-30 women's hands, offering a massive distribution network for this screening.

• The program is a pilot in Minas Gerais, Brazil, and involves a partnership with NoAr Health for follow-up digital screening.

Overview: Brazilian beauty company Natura has innovatively transformed its widely distributed catalog into a potential health screening tool. By incorporating a scratch-and-sniff olfactory test for distinctive scents and a 20-question assessment, the catalog aims to help detect early indicators of neurodegenerative diseases like Parkinson's and Alzheimer's. Recognizing that a diminished sense of smell can be an early symptom, Natura's approach leverages its extensive distribution network to reach millions of women in Brazil, offering a private and accessible initial screening method with a pathway to more comprehensive digital assessments through a partnership with NoAr Health.

Detailed Findings:

• Innovation: Natura (Brazilian beauty giant) transformed its catalog into a health screening device.

• Method: Embedded an olfactory test with scents (cheese, mothballs, bacon) and a 20-question assessment.

• Purpose: To help detect early signs of neurodegenerative diseases (Parkinson's, Alzheimer's).

• Symptom: Loss or alteration of smell can precede other symptoms by years.

• Early Diagnosis Rate: Only 10% of cases are diagnosed early (WHO).

• Gender Predisposition: Women comprise approximately 70% of patients.

• Follow-up Screening: Partnership with NoAr Health for comprehensive olfactory and cognitive digital assessments at public health units.

• Distribution Network: Catalog sent to approximately 4 million consultants, each copy handled by 10-30 women.

• Program Developers: Africa Creative.

• Pilot Location: Minas Gerais, Brazil.

• Trend Bite: Highlights the transformation of a familiar marketing tool (perfume scent strips in magazines) into a health utility, an example of the AMBIENT WELLNESS trend. AMBIENT WELLNESS involves embedding health interventions into everyday touchpoints requiring zero additional effort.

Key success factors of product (trend):

• Accessibility: Leverages an existing, widely distributed product (the catalog) to reach a large audience.

• Privacy: Offers a private initial screening method.

• Convenience: Requires no extra effort beyond Browse the catalog.

• Early Detection Potential: Targets a symptom that can appear years before noticeable disease onset.

• Partnership for Follow-up: Provides a clear pathway for individuals who notice changes in their sense of smell to access further screening.

• Cost-Effective Reach: Utilizes Natura's existing distribution network, likely minimizing additional costs for initial screening.

Key Takeaway: Natura's innovative use of its beauty catalog as a health screening tool for neurodegenerative diseases exemplifies the growing trend of ambient wellness, embedding health interventions into everyday routines and touchpoints to facilitate early detection and improve public health reach.

Main Trend: The main trend is the rise of ambient wellness, where health monitoring, screening, and interventions are seamlessly integrated into everyday objects, routines, and environments, requiring minimal conscious effort from individuals.

Description of the trend: Seamless Health Integration: The Dawn of Ambient Wellness

What is consumer motivation:

• Convenience and Ease: Individuals are more likely to engage with health interventions that don't require significant time or effort.

• Early Detection Benefits: Awareness of the importance of early diagnosis for better health outcomes.

• Privacy and Discretion: Some individuals prefer discreet methods of health monitoring or screening.

• Proactive Health Management: A growing interest in taking a more proactive role in managing one's health.

• Leveraging Familiar Objects: Trust and comfort associated with everyday items can increase engagement with health features.

What is driving trend:

• Advancements in Technology: Miniaturization of sensors and integration of technology into everyday objects.

• Increased Focus on Preventative Healthcare: Shift towards early detection and prevention of diseases.

• Busy Lifestyles: Demand for health solutions that fit seamlessly into demanding schedules.

• Data and Connectivity: Ability to collect and analyze health data through connected devices.

• Growing Awareness of Chronic Diseases: Public health initiatives and awareness campaigns highlighting the importance of early detection.

What is motivation beyond the trend:

• Improved Health Outcomes: The ultimate goal is to detect diseases early and improve chances of effective treatment or management.

• Peace of Mind: Regular and easy health checks can provide reassurance and peace of mind.

Description of consumers article is referring to:

Best Description: The article refers primarily to women in Brazil who receive and browse Natura's beauty catalogs. This demographic is at a higher risk for Alzheimer's disease and stands to benefit from the accessible olfactory screening tool embedded in the catalog. The trend of ambient wellness also appeals to time-pressed consumers in general who seek easy and effortless ways to manage their health.

• Women in Brazil: The primary target demographic for Natura's catalog-based screening.

• Time-Pressed Consumers: Individuals with busy lifestyles who appreciate convenient health solutions.

• Health-Conscious Individuals: People interested in proactive health management and early disease detection.

Who are the consumers implied by article:

• Who are them: Women in Brazil who receive Natura's beauty catalogs and potentially broader consumers interested in easy health monitoring solutions.

• What kind of products they like: Beauty products (as they receive the catalog), and potentially other health-related products or services that are convenient and require minimal effort.

• What is their age?: Likely a broad age range for beauty catalog consumers, with increased relevance for older adults regarding neurodegenerative disease screening.

• What is their gender?: Primarily women for the catalog initiative, but ambient wellness as a trend appeals across genders.

• What is their income?: Natura is a widely distributed brand, suggesting a broad range of income levels for its customers.

• What is their lifestyle: Likely includes individuals interested in beauty and personal care, with potentially busy lives seeking convenient solutions in various aspects, including health.

• What are their category article is referring shopping preferences: Consumers of beauty products through catalogs and potentially open to integrated health features in everyday items.

• Are they low, occasional or frequent category shoppers: Natura has a large network of consultants, suggesting regular engagement with their products.

• What are their general shopping preferences-how they shop products, shopping motivations): Convenience, accessibility, and potentially trust in familiar brands like Natura could influence their engagement with the health screening feature.

Conclusions: Natura's innovative integration of a smell test into its beauty catalog is a compelling example of the ambient wellness trend, offering a convenient and private initial screening for neurodegenerative diseases to a large demographic of women in Brazil, with a clear pathway to further digital assessment. This approach highlights the potential for everyday objects to contribute to public health initiatives in seamless and accessible ways.

Implications for brands:

• Explore Ambient Wellness Integrations: Consider opportunities to embed health features into existing products or services in a non-intrusive way.

• Leverage Existing Distribution Networks for Health Outreach: Utilize established channels to disseminate health information or screening tools.

• Partner with Healthcare Providers for Comprehensive Solutions: Collaborate with health organizations to provide pathways for follow-up care and accurate diagnoses.

Implication for society:

• Improved Early Disease Detection Rates: Ambient wellness initiatives can contribute to earlier diagnosis of various health conditions.

• Increased Accessibility to Healthcare: Integrating health features into everyday items can reach individuals who may not regularly seek medical care.

Implications for consumers:

• Convenient and Effortless Health Monitoring: Access to health checks through familiar objects.

• Increased Awareness of Subtle Health Changes: Prompting individuals to pay attention to potential early symptoms.

Implication for Future:

• Wider Adoption of Ambient Wellness Solutions: Expect more brands across different industries to explore integrating health features into their offerings.

• Increased Use of Everyday Objects for Public Health Purposes: Potential for innovative partnerships between consumer brands and healthcare organizations.

Consumer Trend (name, detailed description): Ubiquitous Health Monitoring via Ambient Wellness: Consumers are increasingly embracing health monitoring and screening that is seamlessly integrated into everyday objects, routines, and environments, requiring minimal conscious effort and making preventative healthcare more accessible.

Consumer Sub Trend (name, detailed description): Repurposing Familiar Objects for Health Utility: Brands are innovatively transforming existing products, traditionally used for other purposes, into tools for health screening and awareness, leveraging their established distribution networks and consumer familiarity.

Big Social Trend (name, detailed description): Democratization of Healthcare Access: Efforts to make healthcare and early disease detection more accessible to broader populations through innovative and non-traditional methods.

Worldwide Social Trend (name, detailed description): Global Focus on Early Disease Detection and Prevention: Healthcare systems worldwide are increasingly emphasizing the importance of early diagnosis for improved treatment outcomes and public health.

Social Drive (name, detailed description): Desire for Convenience, Proactive Health Management, and Early Disease Detection: Consumers are motivated by the desire for easy and convenient ways to monitor their health, take a proactive role in their well-being, and detect potential health issues early.

Learnings for brands to use in 2025:

• Identify Opportunities for Seamless Health Integration: Explore how health features can be naturally embedded into existing products or services.

• Prioritize User Convenience and Privacy: Ensure that ambient wellness solutions are easy to use and respect user privacy.

• Consider Partnerships for Expertise and Follow-Up: Collaborate with healthcare professionals or organizations for credibility and comprehensive care pathways.

Strategy Recommendations for brands to follow in 2025:

• Invest in Research and Development of Ambient Wellness Features: Explore potential integrations based on their industry and consumer base.

• Conduct Pilot Programs to Test User Engagement and Effectiveness: Evaluate the feasibility and impact of ambient wellness initiatives.

• Communicate the Health Benefits Clearly and Ethically: Ensure transparent and responsible messaging around health-related features.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The trend of Ubiquitous Health Monitoring via Ambient Wellness is transforming how individuals engage with preventative healthcare, urging brands and companies in 2025 to innovatively integrate health features into everyday objects and routines, leveraging convenience and familiarity to promote early disease detection and enhance consumer well-being, as exemplified by Natura's beauty catalog hack.

Final Note:

• Core Trend: Ubiquitous Health Monitoring via Ambient Wellness: Seamlessly integrating health checks into everyday life.

• Core Strategy: Explore Opportunities for Non-Intrusive Health Integrations: Embed health features into existing products.

• Core Industry Trend: Focus on Preventative Healthcare and Early Detection: Shifting towards proactive health management.

• Core Consumer Motivation: Desire for Convenience, Proactive Health Management, and Early Disease Detection: Seeking easy ways to monitor health and detect issues early.

Final Conclusion: Natura's ingenious approach highlights the immense potential of ambient wellness to make healthcare more accessible and convenient. As technology advances, we can expect to see more innovative integrations of health monitoring into the fabric of our daily lives, empowering individuals to take greater control of their well-being.

Core Trend Detailed: The core trend of Ubiquitous Health Monitoring via Ambient Wellness describes the increasing integration of health monitoring and screening functionalities into everyday objects, routines, and environments, often in ways that require minimal conscious effort from the user. This trend represents a significant shift towards making preventative healthcare more accessible, convenient, and less intimidating by embedding health interventions into familiar touchpoints and habits. From smartwatches tracking vital signs to smart mirrors analyzing skin health, ambient wellness aims to normalize and simplify health management by making it a seamless part of daily life, ultimately promoting earlier detection, proactive care, and improved overall well-being without demanding significant additional time or behavioral changes from time-pressed consumers.

Key Characteristics of the Core trend:

• Seamless Integration: Health monitoring is embedded into everyday objects or routines.

• Minimal Effort Required: Users don't need to actively seek out or dedicate significant time to these interventions.

• Accessibility and Convenience: Makes health checks more readily available to a wider population.

• Privacy and Discretion: Can offer more private or less stigmatizing ways to monitor certain health aspects.

• Proactive Focus: Supports early detection and preventative healthcare.

Market and Cultural Signals Supporting the Trend:

• Advancements in Sensor Technology: Enables the miniaturization and integration of health sensors into various objects.

• Growth of Wearable Technology: Popularity of smartwatches and fitness trackers demonstrates consumer acceptance of passive health monitoring.

• Increased Focus on Preventative Medicine: Healthcare systems and public health initiatives emphasize early detection.

• Consumer Demand for Convenience: Busy lifestyles drive the need for effortless solutions in all areas, including health.

• Data-Driven Healthcare: Ability to collect and analyze health data from ambient sources contributes to personalized health insights.

How the Trend Is Changing Consumer Behavior:

• More Passive Health Monitoring: Users benefit from health insights without actively engaging in complex procedures.

• Increased Awareness of Subtle Health Changes: Regular, passive monitoring can highlight gradual changes that might otherwise go unnoticed.

• Greater Engagement with Preventative Healthcare: Easier access to screening and monitoring encourages more proactive behavior.

Implications Across the Ecosystem:

• For Brands and CPGs: Opportunities to innovate by embedding health features into their products.

• For Retailers: Potential to offer a wider range of "smart" products with health monitoring capabilities.

• For Consumers: Greater convenience and accessibility to preventative healthcare measures.

Strategic Forecast:

• Ambient wellness is expected to become increasingly prevalent across various industries.

• Technology advancements will continue to drive innovation in this space.

• Partnerships between consumer brands and healthcare providers will likely become more common.

Areas of innovation

• Smart Packaging for Health Monitoring: Developing packaging for various consumer goods (food, personal care, etc.) that incorporates sensors or indicators to monitor health-related factors like air quality, food freshness, or even subtle biometric changes upon touch.

• Integration of Olfactory Tests in Other Print Media: Exploring the feasibility of embedding similar scratch-and-sniff olfactory tests in other widely distributed print materials like magazines, newspapers, or even direct mailers for broader population health screening.

• Personalized Ambient Wellness Recommendations: Creating AI-powered platforms that analyze user data and suggest relevant ambient wellness integrations into their daily routines and environments, tailored to their specific health needs and risks.

• Gamified Health Challenges Through Everyday Objects: Developing interactive games or challenges that leverage the connectivity of smart home devices or wearable technology to encourage healthy behaviors and early health monitoring.

• Partnerships Between Unexpected Industries for Public Health Campaigns: Fostering collaborations between non-traditional partners, like beauty companies and healthcare organizations, to leverage their respective strengths in distribution, consumer trust, and medical expertise for impactful public health initiatives.

• DIY Ambient Wellness Solutions: Creating open-source platforms or guides that empower individuals to create their own low-cost ambient wellness tools using readily available technology and materials.

• Subscription Services for Regular Ambient Health Checks: Offering subscription boxes containing everyday items embedded with health monitoring capabilities, providing regular, passive health check-ins.

• Ethical Frameworks and Guidelines for Ambient Wellness Data: Developing clear ethical guidelines and data privacy standards for the collection and use of health data generated through ambient wellness technologies to ensure responsible innovation.

Final Thought (summary): Natura's innovative beauty catalog demonstrates the powerful potential of ambient wellness to seamlessly weave health awareness and early detection into the fabric of everyday life. By creatively leveraging familiar formats and extensive distribution networks, brands across industries can explore similar integrations, making proactive health management more accessible and convenient for consumers, ultimately contributing to improved public health outcomes through subtle yet impactful interventions.

Source: https://www.trendwatching.com/innovations/beauty-catalog-hacks-scratch-and-sniff-to-screen-for-parkinsons-and-alzheimers