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    Breaking News

    Natura & Co's CEO Comments on Avon Integration During Covid-19

    The company posted a first quarter net loss during its first quarter with Avon--but digital social selling and e-commerce sales grew exponentially.

    Natura & Co
    Roberto Marques, executive chairman and group CEO of Natura & Co releases statement on first quarter sales.
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    Beauty Packaging Staff05.08.20

    Natura & Co posted a first-quarter net loss of $140 million, related to its recent Avon acquisition, Reuter's reports - however, net revenue increased by 1.9%.  

    Growth was driven by a strong increase in sales by the Natura brand in Brazil and in Hispanic Latin America -- as well as continued double-digit growth at Aesop. 

    Natural & Co's acquisition of Avon, which was finalized on January 3, 2020, was first announced last year, followed by an announcement about its new leadership team.

    Natura & Co stated that the first quarter of 2020 showed "a very strong digital ramp-up in the past several weeks," as the company quickly adapted to the unprecedented global impacts of the Covid-19 pandemic.

    A Statement from Roberto Marques, CEO

    Roberto Marques, executive chairman and group CEO of Natura & Co (shown above) comments:

    "We entered 2020 with excitement and a solid plan around the integration of Avon...We had no idea that so quickly our focus and resolve would be tested by a global pandemic as never before seen.

    As a Group dedicated to relationships and a better way of living and doing business, we had to immediately assess how we could best serve and protect our associates, their families and societies.

    First, we prioritized our people, offering job security, support to our network and safety conditions to our frontline associates. Second, we quickly moved to increase our production of essential items, donating a significant amount to local communities while supporting the important cause of domestic violence. Finally, to keep our business running, we increased training and capabilities with our digital selling tools so that everyone could access our products.

    I would like to express my heartfelt gratitude to our teams for the exceptional commitment they have shown during this challenging time caring about our people, our communities and our business."

    E-Commerce Sales Grow During Covid-19

    Natura & Co reports that amid the Covid-19 pandemic, digital social selling and e-commerce sales "grew exponentially as consumers adapted to social distancing."

    Group e-commerce sales grew by nearly 250% in recent weeks vs. the same period last year. During the quarter, e-commerce grew 150% at Natura and Avon combined, 300% at the Body Shop and over 500% at Aesop.

    Natura &Co also focused its efforts on ensuring supply of essential products such as soap and hand sanitizer, whose production rose 30%, and the group made donations of over 10 million units.

    More Financial Details

    • The Natura brand's net revenue increased by 14.9%, supported by strong sales growth at Natura Brazil (+9.8%) and Hispanic Latam (+25.8%,) despite Covid-19 impacts toward the end of the quarter.

    • The Avon brand's net revenue declined 7.1% in BRL on a reduction in representatives across all markets in Latin America and Covid-19 impact later in the quarter, partially offset by an improved price/mix combination.

    • Avon International, which comprises Avon's activities in 50 markets throughout Europe, Asia, Africa and the Middle East, saw its Q1 net revenue decrease by 2.4% in BRL. The decrease was caused by a reduction in representatives and a Covid-19 impact, partially offset by an improved price/mix combination across most markets. Representatives increased adoption of digital assets from a low single digit in 2019 to over 37% in recent weeks. Sales via the digital brochure have increased nearly 85% since January 1st. Adjusted EBITDA was R$102.9 million, or 4.8% margin.

    • The Body Shop's net revenue increased 2.6% in BRL. Covid-19 impacted performance in February and March across all markets, offsetting strong growth in January. In Q1, the At-Home business grew by 61% while E-commerce achieved 300% growth in recent weeks, helping to mitigate the stores closures globally. 

    • The Aesop success story continued in Q1, with strong double-digit growth in both sales and profitability. Although Covid-19's impact was felt from February onwards due to its concentration in Asian markets, Aesop partially offset store closures by accelerating enhancements to its digital customer experience, resulting in online sales growth of 500% in the last weeks and contributing to overall revenue growth in BRL of 26.6%. 

    • Natura &Co finished Q1 with a strong cash position of R$4.6 billion.  

    Photos: Roberto Marques, executive chairman and group CEO of Natura &Co; Avon True Color Be Blushed Cheek Color; Aesop Resurrection Aromatique Hand Wash; Aesop; and The Body Shop's Banana Bath Blend.

    Read More

    Covid-19 Update: Ulta To Reopen 180 Stores 

    Mintel Reports on the Impact of COVID-19 on Beauty Retail

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