Natura reportedly reached more than 400,000 people through its Rock in Rio Brasil 2024 activations, while the event drew more than 730,000 attendees across seven show days. POPline’s October 1, 2024 recap also reported a 130% increase compared with the number of people impacted at the 2022 edition. The figures describe reported reach and activity—not verified unique visitors or a disclosed count of digital interactions.
What Natura reported at Rock in Rio 2024
POPline’s post-event recap said Natura impacted more than 400,000 people at Rock in Rio Brasil 2024, more than half of the festival’s reported audience of over 730,000. The recap described this as a 130% increase in people impacted compared with the 2022 edition. It did not explain the calculation or publish an independent audit, so these figures should be treated as reported results rather than independently verified measurements. POPline’s recap
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What the 130% increase means
The recap’s headline refers to a 130% increase in “interactions,” but its account of the comparison describes growth in the “people impacted.” The underlying measure is therefore presented as audience impact, not necessarily digital interactions such as likes, comments, or social-media engagements. The report does not provide a precise definition of “impacted” or explain how the 2022 and 2024 figures were calculated.
That distinction matters when evaluating a brand activation: reach, service uses, visits to a space, and online engagement are different measures. The recap does not say whether its activity counts were deduplicated, so they should not be added together or interpreted as separate unique people.
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Which activations drew the reported activity
Natura’s activation combined practical services, branded spaces, roaming actions, and product distribution. POPline reported these activity counts for the festival’s seven days:
| Activation or activity | Reported count | What the count represents |
|---|---|---|
| Fotoequilíbrio sun protection, FPS 60 / FPUVA 20 | 228,000 | Reported uses of the on-site sun-protection service |
| Faces glitter gel | About 120,000 | Reported uses of the glitter-gel service |
| Makeup touch-ups | 64,000 | Touch-ups provided by Natura promoters |
| Portal Natura Pulsa | More than 20,000 | Reported visits |
| Pop-up store | More than 13,000 | Reported visits |
| Products and miniatures | About 85,000 | Items distributed during the seven festival days |
| Natura spaces | More than 280 | Journalists, influencers, and artists reportedly attended |
These are counts of uses, visits, items, or attendance, as applicable—not a common measure of unique individuals. POPline also placed Natura in the online and social-media Top 5 for share of voice, but did not state the measurement period or methodology. The recap does not disclose deduplication rules or measurement methods for these results.
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How the brand activation was positioned
The campaign asked whether festivalgoers’ bodies could “feel more” at Rock in Rio, pairing sensory product experiences with music. The reported mix—from sun protection and makeup services on the grounds to the Portal Natura Pulsa, VIP space, and pop-up retail—suggests a strategy combining practical utility, sampling, and branded experiences. That is an interpretation of the reported activities, not a demonstrated cause of the reach or increase.
Before the event, Natura said it was returning for a third consecutive year and becoming a co-sponsor of Palco Sunset. Its July 15, 2024 announcement also described two special Humor fragrances developed after specialists visited music festivals. These are pre-event partnership and product-development details; they do not independently verify the post-event audience figures. Natura’s partnership announcement
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How to read the figures
- Reported reach: More than 400,000 people impacted, according to POPline’s October 1, 2024 recap.
- Comparison: The reported 130% increase is relative to the 2022 edition; the calculation method is not stated.
- Largest listed service count: The on-site sunscreen service had 228,000 reported uses.
- Measurement limits: The recap does not establish whether activity counts represent unique people, how “impacted” was defined, or whether the figures were independently audited.
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