Natura has confirmed its return to Rock in Rio 2026 with an expanded and more integrated presence, marking its fourth consecutive participation in the global music festival.
After standing out as a Top of Mind brand in 2024, the company now aims to deepen engagement through a combination of physical experiences, digital content, and continuous interaction with audiences.
A broader music strategy
The festival is part of Natura’s long-term strategy in the music space, driven by Natura Musical, a platform that has supported Brazilian music for over two decades.
Rock in Rio serves as a large-scale amplifier, helping the brand connect with broader and younger audiences while reinforcing its cultural positioning.
Immersive experience design
For 2026, Natura will invest in high-visibility branded spaces, including a main stand near the World Stage and a pop-up store focused on sensory experiences and product interaction.
The project is led by creative director Marko Brajovic, featuring a structure that reacts to music, movement, and environmental elements.
“We designed an interactive space inspired by the forest, built with recycled materials and driven by music and emotion.”
Activations across the festival
Natura will also activate roaming experiences throughout the venue, including makeup touch-ups and sun protection services, expanding its reach across the City of Rock.
The brand will combine product testing, games, giveaways, and content production hubs to engage both on-site and remote audiences.
Sunset Stage partnership
Natura continues as co-sponsor of the Sunset Stage, known for collaborations between artists of different genres and generations.
The partnership reinforces the brand’s connection to cultural diversity and music innovation.
Product launches and innovation
Brands such as Natura Humor, Faces, and Ekos will take center stage, with relaunches and updated concepts introduced during the festival.
Natura also plans to unveil a new asset in September, using Rock in Rio as a platform for innovation and visibility.
