São Paulo, December 5, 2025 – With Christmas approaching, the search for meaning and connection is rekindled in relationships. In a world where digital technology accelerates exchanges and the act of giving gifts risks becoming merely a transaction, Natura — the number 1 brand in personal hygiene and beauty gifts in Brazilian homes¹ — positions itself as an invitation to rediscover affection. It is with this purpose that the brand presents its new Christmas campaign. Created by the agency Africa Creative, this year’s communication redefines the most used payment method in the country to launch “PIX Natura,” the “Gift with the Intention of Affection,” inviting people to recover the symbolic and affectionate gesture of giving gifts, something that goes beyond the practicality of a bank transfer.
The concept originated from a trend confirmed by Natura in partnership with Consumoteca, by anthropologist Michel Alcoforado. The groundbreaking study revealed a growing decline in the ritual of gift-giving, with physical gifts being replaced by bank transfers, now representing a quarter of exchanges within the closest social circle. However, the same survey indicated a significant contrast: Brazilians, far from desiring the weakening of bonds, yearn for intentional relationships built with attention and presence. Thus, the study concludes that intentional gifts, chosen with care, become irreplaceable symbolic gestures, fundamental for strengthening connection and memory in human relationships.
To combat this “pragmatization of affection,” the campaign reinforces the tagline “Being present is the best gift. After that, it’s Natura.” The goal is to transform the act of giving gifts into an invitation to materialize affection and strengthen bonds that are often restricted to virtual environments.
“Christmas is one of the most important times of the year for Natura, when millions of people look for a gift that represents presence, care, and affection. By launching the ‘PIX Natura’ Gift with Intention of Affection, we want to reinforce that giving gifts goes far beyond a transaction: it’s an opportunity to create a genuine connection. We have brought together a diverse, accessible, and meaningful portfolio to meet all intentions of affection,” comments Tatiana Ponce, vice president of marketing and head of research and development at Natura and Avon.
For Christmas this year, Natura presents a special selection of gifts that delight all the senses — from perfume classics like Essencial, Kaiak, and Luna to self-care rituals like Ekos and Tododia, as well as options for all people, ages, and styles, such as Natura Homem, Mamãe e Bebê, and Naturé. “Natura gifts are perfect for surprising loved ones and celebrating presence in every gesture. We believe that each one carries with it this symbolic gesture that makes the date even more special,” concludes Ponce.
To promote Natura’s PIX program, the campaign features a robust media and content strategy. A team of ambassadors, including Alane Dias, Fernanda Souza, Gabi Mendes, Isabelle Nogueira, Iza, Maisa, Taís Araujo, and Tata Estaniecki, as well as influencers from different regions of the country, amplify the message in the digital environment, which also includes content for Instagram, TikTok, and YouTube.
The TV commercial, airing on the country’s main channels, follows the story of a mother and daughter whose flight is canceled on Christmas Eve. They carry a Natura gift box which, through the magic of the gift and with the help of Natura’s Christmas character, comes to life and transforms into an airplane that takes them to their family, where the gift is delivered as a symbol of presence and affection. All this magic is accompanied by a reinterpretation of the song “Eu só quero um Xodó” by Dominguinhos. Watch it here .
“The Gift with the Intention of Affection is an invitation to transform a bank transaction into a Pix (Brazilian instant payment system) that comes with scent, affection, and that you can deliver personally. And this is a Natura gift, which is the number 1 gift brand in Brazil,” reinforces Fabrício Pretto, co-CCO of Africa Creative.
“The campaign was born from the brand’s strategy of using communication to show that giving gifts can be an act of genuine connection. Every detail was thought out to recapture that human warmth so important at Christmas and to bring the public closer to the products in an affectionate and engaging way,” adds Verônica Gordilho, co-COO of Africa Creative.
A unique activation in Natura’s physical stores brings the film’s theme to the real world, rewarding those who make a point of being present. Those who present their bus or plane ticket to see family at Christmas will receive an additional 10% discount on their purchases – the list of participating stores and the complete terms and conditions can be found on the brand’s website .
In addition, the campaign also includes OOH activations on street clocks, shopping malls and residential buildings; merchandise and short videos across various channels to reinforce that it is possible to buy Natura products everywhere, such as through the app, website, Beauty Consultants and stores.
“Bringing presence to the heart of Natura’s Christmas is a pillar that is also manifested in the experiences we want to offer our customers: activations, such as the Christmas Village and the mileage program, reinforce Natura’s encouragement for people to be with their loved ones this Christmas. It’s a time for exchange, affection, and shared good moments,” comments Denise Coutinho, marketing and communications director at Natura Brazil.
The magic of the campaign will continue at Natura’s Christmas Village in Ibirapuera Park, São Paulo! The space, playfully designed in the shape of a gift box, will be located in the center of Ibirapuera’s Enchanted Forest and will be Santa’s official home in the park. The jolly old man will receive families for photos and to listen to children’s wishes every weekend of the season and also on the holiday of December 25th.
The activation reinforces the brand experience strategy by bringing the consumer closer to the act of giving gifts with affection through workshops, interactive activities, and sensory experiences. Africa Creative will also provide real-time coverage of the event, which will also feature the presence of influencer partners of the brand.
