linked in facebook twitter rss

  • Interbrand
  • Brandchannel

your chance!
your chance!
Natura - eco-beauty
Also of interest...


by Jovilson Azevedo
March 9, 2009

Vanity may be one of the seven deadly sins, but makeup is important to mankind. Primitive cultures painted themselves with plant extracts in rituals such as weddings, funerals, wars and religious festivals. So did the American Indians and African tribes. But it wasn’t until ancient Egypt that cosmetics gained prominence and the applying of colorful plant substances on human beings became synonymous with beauty.

The market for cosmetics has experienced exponential growth rates and is an important sector in many countries—particularly Brazil, where the cosmetics sector rose 8.6 percent in 2008 despite the global financial crisis. Accordingly, Brazil rose in consumer market rankings, becoming the world's second-largest consumer of beauty products—surpassing the Japanese market, which shrank during the same period. Until 2007, Brazil lagged behind both the Japanese and American markets.

According to the Brazilian Association of the Industry of Personal Hygiene, Fragrances and Cosmetics (Abihpec), Brazilian exports in the sector were US$ 650 million against US$ 450 million in imports, reaching a surplus of US$ 200 million in 2008. In Brazil, the industry of personal hygiene, fragrances and cosmetics is the only chemical complex—which includes cleaning products, pharmaceuticals, paints and fertilizers, among others—to produce a surplus.

The cosmetics industry in Brazil is extremely competitive and involves big global players, but one Brazilian brand stands out from the rest: Natura. Born in Brazil, this cosmetics brand is now available in seven Latin American countries and France.

Founded in 1969, Natura is the industry leader in the cosmetics, fragrances and personal hygiene market in Brazil. It is also the industry leader in direct sales, surpassing even the giant American company Avon. Natura offers a full range of products with solutions for consumers’ various needs, regardless of age, including products for the face and body, hair care and treatment products, make-up, fragrances, bath products, sun protection products, oral hygiene products and product lines for children.

Neighborhood success
In 1982, Natura started its internationalization process when it arrived in Chile. Six years later, it added the Bolivian market. It did not take long to infiltrate Argentina, Peru, Venezuela, Colombia and Mexico. In 2002, Natura’s products were being sold in duty-free Brazilian airports. But it was in 2005 that the brand took a major leap in the international market to open a shop in Paris, the world capital of cosmetic products.

Latin America accepted the Natura brand with incredible enthusiasm. A recent annual report indicates that the company's direct sales in the region will reach a turnover in the order of US$ 500 million in 2012. In Europe, Natura continues with the important work of building the brand in a sophisticated market, generating the experience required to implement a business model in developed markets. But the international expansion will not be limited to Latin America and Europe. Natura is currently planning expansion into the United States. Before coming to the US, Natura sent a group of senior executives to develop a plan to penetrate the world’s largest market for cosmetics and direct sales.

What makes Natura so special?
Concerns over global warming continue to increase, especially in politics. In December 2008, during a meeting with Al Gore, then-US-president-elect Barack Obama said: “We all believe what the scientists have been telling us for years now, that this is a matter of urgency and national security, and it has to be dealt with in a serious way. That is what I intend to do in my administration."

This discussion also included the role companies play in protecting the environment. Natura, founded in the late 1960s, is credited for having a business model that embraces sustainability and commits to using natural ingredients in its formulas. Natura’s eco-friendly, socially responsible business strategy was in place long before current advertising trends made it popular. Under the slogan "Well-Being-Well," Natura has always focused on social responsibility, the environment and economics. These long-held beliefs have become the main advantage in differentiating Natura from its competitors—demonstrating that the brand and its values were ahead of their time.

Today many opportunistic companies use sustainability as a way to promote their products, but Natura’s green marketing is more than a strategy, it is a philosophy. Natura’s concern for the environment is directly translated into its products. During the production of product mixes, Natura does not test on animals and respects all international security standards. In 1983, Natura began to produce and sell refills, whose average mass is almost 54 percent less than the mass of regular packaging. This revolutionary project resulted in a significant decrease in the disposal of solid waste in the environment. In 2007, the company put into practice the Carbon Neutral Program, designed to reduce and offset all emissions of greenhouse gases (GHG).

In 2005, Natura was cited in a UN report, “Talk the Walk,” as one of the pioneers in green marketing. The report also cited American Apparel and Stonyfield Farm—both American brands—and highlighted the work of Natura’s Ekos line for communicating brand values that foster a culture of conscious consumption.

Natura’s Ekos line features fragrances, personal care and ambience products that draw from the wealth of Brazil's biodiversity and are inspired by traditional plant ingredients—elevating awareness around Brazil’s environmental heritage and promoting quality of life in the communities that cultivate or extract those ingredients. Additionally, Natura’s Ekos products are biodegradable and use bottles and packaging that contain recycled material across the brand’s market segments, including soaps, shampoos, conditioners, moisturizers and perfumes.

Brands, according to American economist Edward Chamberlin, must differentiate products and services to survive. It is not surprising that Natura is flourishing by embracing the history and diversity of Brazil’s people and natural environment.


Jovilson Azevedo lives in Brazil and works in television as a product placement writer. He is also a freelance journalist for entertainment newspapers and magazines.

 commenting closed Add Social Bookmark bookmark  print
 suggest topic  recommend ( 15 )  email

Natura - eco-beauty
 Natura has always been ahead of its time with its eco-friendly products and its positioning as a brand. Natura will become even more relevant as consumers continue to embrace the "green" movement. It is certainly a brand that has legs to keep expanding geographically. Well done! 
Ana Paula Terzi - March 6, 2009
 Natura is indeed perceived as "the real deal" eco-friendly company and not just some company embracing trends. And the best part of it is they are making a profitable business out of it.
I personally believe that overwhelming growth brings overwhelming responsibilities and companies tend to be shaken by crisis from time to time, and some of them collapse. That's the burden of growing oblivious to what's happening around. Then, companies with sustainable, thoughtful growth, build stronger longer lasting brands with much more stability. So in the long run, it's not about compromising some of the profit to preserve resources and nature itself, it's about building a solid structure to withhold a brand and its ability to overcome crisis and to adapt to new realities in an everchanging market. Then certainly what some people perceive as compromising profit will turn out to be enhancing long term revenue and solidifying a brand. 
Hugo Arantes Carlos, Marketing Analyst, Medley Pharmaceuticals, Brazil - March 9, 2009
  brandchannel profile archive   2011  |  2010  | 2009  |  2008  |  2007  |  2006  |  2005  |  2004  |  2003  |  2002  |  2001
Dec 23, 2009 Prilosec - drug war -- Barry Silverstein
  Can Prilosec OTC cure the competition?
Dec 17, 2009 Family Dollar - bringing change -- Mark J. Miller
  Why Family Dollars is worth every penny.
Dec 10, 2009 Harrah's - a good bet -- Barry Silverstein
  Why the Harrah’s brand has got game.
Dec 2, 2009 Sutter Home Winery - uncorked -- Mark J. Miller
  Why Sutter Home has wine in its veins.
Nov 24, 2009 Kraft Peanut Butter (Canada) - sticky situation? -- Renée Alexander
  Kraft peanut butter has Canada on a cracker.
Nov 23, 2009 For Dummies - smart! -- Barry Silverstein
  The genius behind the For Dummies brand.
Nov 11, 2009 Dr Pepper - sick? -- Barry Silverstein
  Dr Pepper has the cure.
Nov 4, 2009 Dawn - cleaning up -- Barry Silverstein
  Dawn shines on expanding territory.
Oct 28, 2009 Alexander Keith's - pouring it on -- Reneé Alexander
  Alexander Keith’s savors its rebrand.
Oct 21, 2009 Tecnisa Construction Company - door-to-door -- Beth Furtado
  Tecnisa is building bonds and its brand in Brazil.
Oct 14, 2009 Rough Luxe - roughed up? -- Barry Silverstein
  Why there is No Vacancy at Rough Luxe?
Oct 2, 2009 Mondetta - flying high? -- Renée Alexander
  Mondetta’s flags fly once again.
Sep 30, 2009 Chico's - sized right? -- Barry Silverstein
  Chico’s tries on original styles and sizes.
Sep 23, 2009 TaylorMade - swinging? -- Mark J. Miller
  Why TaylorMade is part of an elite club.
Sep 14, 2009 Volute Wine - canned wine? -- Barry Silverstein
  Volute is bottling up the future of wine.
Sep 7, 2009 Chanel No. 5 - perfect perfume? -- Ana Paula Palombo Terzi
  Chanel’s future smells like its past.
Aug 31, 2009 Food From the ’Hood - growing potential -- Barry Silverstein
  Food From the ’Hood is prime branding real estate.
Aug 24, 2009 Viking Range Corporation - home on the range -- Mark Miller
  Viking Range seeks to pillage outdated kitchens.
Aug 17, 2009 Better Homes and Gardens - home sweet home? -- Barry Silverstein
  Better Homes and Gardens in the hood.
Aug 10, 2009 The Grid - line by line -- Mandy de Waal
  Find yourself on the Grid.
Aug 3, 2009 Nickelodeon - child's play? -- Barry Silverstein
  Why Nickelodeon rules kids.
Jul 27, 2009 Staples - buttons up -- Renée Alexander
  Staples’ brand, that was easy.
Jul 20, 2009 Pirate's Booty - snack fight! -- Barry Silverstein
  Pirate’s Booty is a branding treasure.
Jul 13, 2009 Hamam - steaming along? -- Elif Altunoklu
  Hamam gives the world a Turkish bath.
Jul 6, 2009 BIC - the write approach -- Barry Silverstein
  Why this brand is uBICuitous.
Jun 29, 2009 United Africa Company of Nigeria - refreshing? -- Eric Okeke
  UACN: food for thought.
Jun 22, 2009 Kohler - sinking in -- Barry Silverstein
  Kohler taps into international designs.
Jun 15, 2009 Hallmark - calling card -- Barry Silverstein
  Hallmark is more than a house of cards.
Jun 8, 2009 Moog - noted -- Barry Silverstein
  The electronic keys behind Moog’s brand.
Jun 1, 2009 Pentax - clicks with customers -- Jennifer Gidman
  Pentax focuses on brand advocates.
May 25, 2009 Cacau Show - sweet deal -- Beth Furtado
  Brazil has a taste for Cacau Show.
May 18, 2009 Swarovski - cutting edge? -- Barry Silverstein
  Swarovski still shines in modern times.
May 11, 2009 Mengniu Milk - skim? -- Banu Kannu
  Mengniu: Got milk scandal?
May 4, 2009 Polaroid - touched up -- Barry Silverstein
  Will Polaroid’s brand be fully developed?
Apr 27, 2009 Hand-Me-Down - howies' heirlooms -- Mya Frazier
  Is Hand-Me-Down passing on a new tradition?
Apr 20, 2009 A Prairie Home Companion - good company? -- Abram Sauer
  PHC’s unique field of branding.
Apr 13, 2009 Sellaband - cha-ching-aling -- Barry Silverstein
  Sellaband’s musical model pays off.
Apr 6, 2009 no name - who? -- Reneé Alexander
  Why no name is popular again.
Mar 30, 2009 Granado - keeping up appearances -- Ana Paula Palombo Terzi
  Why Granado has Brazil feeling well.
Mar 23, 2009 Goldschläger - flakey? -- Abram Sauer
  Why Goldschläger is young at heart.
Mar 16, 2009 Lufthansa Italia - winging it? -- Barry Silverstein
  Lufthansa Italia takes flight.
Mar 2, 2009 Ten Thousand Villages - crafty -- Barry Silverstein
  Fair trade for all from villages to malls.
Feb 23, 2009 Orla Kiely - on target -- Vivian Manning-Schaffel
  Orla Kiely dresses the part for Target.
Feb 16, 2009 Star lager - gazes -- Eric Okeke
  Star lager sparkles with history.
Feb 9, 2009 Hush Puppies - bitchin’ -- Barry Silverstein
  Why Hush Puppies are littered with success.
Feb 2, 2009 we - climate change -- Barry Silverstein
  Why we is in it together.
Jan 26, 2009 Carol’s Daughter - blossoms -- A.K. Cabell
  Carol’s Daughter grows up.
Jan 19, 2009 Bio-Oil - skin deep -- Mandy de Waal
  The healing power of Bio-Oil.
Jan 12, 2009 Burt’s Bees - natural buzz -- Barry Silverstein
  When honey makes money.
Jan 5, 2009 Zena AG - cutting edge? -- Jennifer Gidman
  Zena peels away branding challenges.