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Impeccably precise in its spatial construction, the Zürchers’ kinetic blocking and cinematographer Alexander Haßkerl’s dynamic framing preserve the naturality of commonplace human activity, as it all unfolds in a notably controlled chaos, like a ballroom choreography with many dancers to coordinate.

At the time, the L'Oreal chairman and chief executive, Jean-Paul Agon said Natura was "the best new owner we could imagine to nurture the brand DNA around naturality and ethics".

On the fashionable avenue Montaigne, Hotel Plaza Athenee has a Dior spa and a Michelin three-starred restaurant by Alain Ducasse, who champions a sustainable “Naturality” menu starring fish, veggies and grains.

To that end, ensuring 99.6 percent naturality was of key importance in developing Pure Vitality.

Ducasse made waves when he first presented the “naturality” concept for the Plaza Athénée restaurant, with a sustainable menu focused on vegetables, cereals and fish.