10.19.11
14. Natura
Brazil
www.natura.net
Beauty Sales:
$2.9 billion
Key Personnel:
Antonio Luiz Da Cunha Seabra and Pedro Luiz Barreiros Passos, co-chairmen of the board of directors; Alessandro Carlucci, chief executive officer; Telma Sinicio, senior vice president, innovation.
Major Beauty Brands/Products:
Cosmetics, fragrances and personal care brands including Ekos soap, hair care and oils; Natura Faces, Aquarela, Una makeup; Chronos skin care, Naturé baby care, Mamãe e Bebê, Vitaplant hair care; Amó fragrances.
New Products:
Chronos Matte Hydrating Fluid 30+, Mamãe e Bebê Vegetable Massage Oil, Diversa Lengthening Mascara, Kaiak Pulso men’s fragrance.
Comments:
Brazilian-based direct sales firm Natura reported a strong year in 2010 as it boosted domestic sales and continued with its growth plan to make strong footholds elsewhere in South America and Latin America and expand globally. Brazil led, followed by Chile and Mexico.
Net revenues in 2010 reached $2.9 billion, rising more than 21% over the previous year. An eco-minded company, Natura says its mission is “to create and sell products and services that promote well-being/being well.” To this end, they strive to produce natural beauty products using sustainable packaging. Product launches reached a three-year high with 168 brought to market.
Despite advances made, the company says it continues to face challenges in providing its more than 1.2 million sales consultants with the level of service they require. In 2008, Natura created an operating plan with initiatives for both immediate and long-term success, several of which have played a role in the annual figures. In addition to fostering consultants, the company also focused on key brands in its product portfolio such as the Una makeup range, Amó perfume and Chronos anti-aging facial cream.
Natura also invested in its ad spending. Now, to supplement its original plan, Natura has implemented a new, long-range plan called 2030 Vision.
Sustainability-wise, Natura struggled against a deadline of 2011 to reduce greenhouse gas emissions by 33%, and extended its target date to 2013. By 2011, the reduction achieved was 21%. In this vein, the company launched its first refill packaging made of polyethylene from sugar cane, a renewable source of energy. In addition to being 100% recyclable, it reduces greenhouse gas emissions that cause global warming by 58% compared with common plastic.
Natura also reduced relative water consumption by 10%, thanks to efficiency measures.The company also increased focus on the “socioenvironmental” impacts of its supply chain, in an effort to improve the selection of suppliers.
In 2010, the company received a number of awards including making the top 25 list for customer service in Brazil and Best Packaging for Cosmetics and Personal Care for its New Natura Chronos Line, awarded by the Brazilian Packaging Association.
In Mexico, Natura is transitioning to a new commercial model, which it calls the Sustainable Relations Network. This model is in line with the characteristics of the local market, as it offers a more attractive development and growth plan for consultants, integrating economic, social and environmental issues, accelerating growth and reinforcing Natura’s value proposition in Mexico, according to the company.
Brazil
www.natura.net
Beauty Sales:
$2.9 billion
Key Personnel:
Antonio Luiz Da Cunha Seabra and Pedro Luiz Barreiros Passos, co-chairmen of the board of directors; Alessandro Carlucci, chief executive officer; Telma Sinicio, senior vice president, innovation.
Major Beauty Brands/Products:
Natura brought 168 products to market during the year. |
New Products:
Chronos Matte Hydrating Fluid 30+, Mamãe e Bebê Vegetable Massage Oil, Diversa Lengthening Mascara, Kaiak Pulso men’s fragrance.
Comments:
Brazilian-based direct sales firm Natura reported a strong year in 2010 as it boosted domestic sales and continued with its growth plan to make strong footholds elsewhere in South America and Latin America and expand globally. Brazil led, followed by Chile and Mexico.
Net revenues in 2010 reached $2.9 billion, rising more than 21% over the previous year. An eco-minded company, Natura says its mission is “to create and sell products and services that promote well-being/being well.” To this end, they strive to produce natural beauty products using sustainable packaging. Product launches reached a three-year high with 168 brought to market.
Despite advances made, the company says it continues to face challenges in providing its more than 1.2 million sales consultants with the level of service they require. In 2008, Natura created an operating plan with initiatives for both immediate and long-term success, several of which have played a role in the annual figures. In addition to fostering consultants, the company also focused on key brands in its product portfolio such as the Una makeup range, Amó perfume and Chronos anti-aging facial cream.
Natura also invested in its ad spending. Now, to supplement its original plan, Natura has implemented a new, long-range plan called 2030 Vision.
Sustainability-wise, Natura struggled against a deadline of 2011 to reduce greenhouse gas emissions by 33%, and extended its target date to 2013. By 2011, the reduction achieved was 21%. In this vein, the company launched its first refill packaging made of polyethylene from sugar cane, a renewable source of energy. In addition to being 100% recyclable, it reduces greenhouse gas emissions that cause global warming by 58% compared with common plastic.
Natura also reduced relative water consumption by 10%, thanks to efficiency measures.The company also increased focus on the “socioenvironmental” impacts of its supply chain, in an effort to improve the selection of suppliers.
In 2010, the company received a number of awards including making the top 25 list for customer service in Brazil and Best Packaging for Cosmetics and Personal Care for its New Natura Chronos Line, awarded by the Brazilian Packaging Association.
In Mexico, Natura is transitioning to a new commercial model, which it calls the Sustainable Relations Network. This model is in line with the characteristics of the local market, as it offers a more attractive development and growth plan for consultants, integrating economic, social and environmental issues, accelerating growth and reinforcing Natura’s value proposition in Mexico, according to the company.