Jamie Matusow, Editor10.01.14
Update: Natura &Co. ranks at #6 on our latest report Top 20 Global Beauty Companies 2021.
Sao Paulo, Brazil
www.natura.net
Beauty Sales: $3.3 billion
Key Personnel: Plînio Villares Musetti, chairman; Alessandro Giuseppe Carlucci, president; José Vicente Marino, vice president, brands and business; João Paulo Ferreira, commercial vice president.
Major Products: Direct-sell cosmetics, fragrances and personal care, sold under brands including Ekos, Natura, Aquarela, Una, Chronos, Tododia, Maquiagem, Mama e Bebe, Kaiak fragrances, Vitaplant hair care, Natura fotoequilibrio sunscreens and Amó fragrances, Aesop.
New Products: Natura UNA BB, Ekos Creamy Hand Balm, Ekos Andiroba Massage Oil, Chronos Day Protective Face Cream SPF 30, Sou personal cleansers, Natura Faces Ousada Desodorante Feminino, Mamãe e Bebê Leg and Foot Cream Care Gel.
Comments: With more than 1.4 million sales consultants in Brazil, Argentina, Chile Mexico, Peru, Colombia and France, direct seller Natura, with its focus on natural ingredients, biodiversity, and environmentally responsible development, continues its dominance in South America. And, according to the company, results in 2013 strengthened its goals to extend its frontiers far beyond its current operations.
Net revenues in 2013 reached $3.3 billion.
The packaging for the Sou line won international acclaim, and led to environmentally responsible changes in other Natura brands.
An estimated 80% of Natura’s sales are generated inside of Brazil, with the remainder coming from the rest of Latin America. Industry experts have said that Natura’s five-year goal is to reap 10-20% of its business in other international regions.
During 2013, the Brazilian cosmetics leader continued to invest healthily in its operations, its logistics model and, increasingly, in information technology, aiming to provide consultants with easy access and services to customers through an expansive electronic network.
Alessandro Carlucci, executive president of Natura, says the company’s dictum of “well being well,” based on relationship selling and on business conduct aligned with sustainable development, “has more than shown its potential for conquering new markets and consumers, be it in the countries in which we already have a presence, be it in others.” He said the robust results in the company’s Latin American operations reinforce this thought—in 2013, sales in this region accounted for 14% of business—an annual rate of 30% in recent years, and increasing in profitability. In Mexico, Natura now boasts 100,000 consultants.
In Brazil, 2013 started out slowly, but picked up speed in the second half. Sales rose 13% last year, following full year results for Aesop, the premium Australian cosmetics brand with operations in Oceania, Asia, Europe and North America. An Aesop store is opening in Brazil this year. International sales accounted for more than 14% of sales last year, as sales in Argentina, Chile and Peru rose 34% in local currencies and newer markets in Mexico and Colombia posted a 24% increase in sales.
Natura continues to stress the importance of sustainability as a driver of innovation and new business. The company retains its focus on a sustainable development model, and achieved its goal in December 2013, to reduce greenhouse gas emissions by 33%.
During the year, Natura launched its Natura Network in Sao Paulo—which focuses on digital technologies and connectivity as a powerful means for direct selling—and plans to expand it widely to other regions. The aim is to achieve a two-day delivery time for products ordered. The Natura Network enables each consultant to have her/his own Internet page through which she/he may build a relationship with consumers and sell products.
Environmentally Responsible Packaging
Bent on advances in sustainable packaging, Natura notably launched a line of personal care products called Sou, with products in innovative stand-up pouches with a teardrop shape and a flip-top cap. According to Natura, the flexible packs require 70% less plastic than rigid plastic containers of the same volume. Natura also claims that a roll with 1,000 pouches occupies the same truck space as 28 empty bottles, marking a 60% reduction in carbon.
In addition to launching refills in the same pouch format as the Sou line, the Natura Plant brand incorporated new packs produced with green plastic, generating fewer greenhouse gas emissions. The brand portfolio was renewed, with new formulations and labels containing product descriptions in Braille for the visually impaired
The Aquarela makeup brand was relaunched with a collection inspired by the Brazilian Modernist movement, containing a lighter formulation, new textures and new pack designs developed to reduce environmental impact.
In March 2014, Natura opened an innovation center in Soho, New York—and said it was “looking for partners” to expand its business.
Second Quarter Results
In the second quarter of 2014, Natura reported net revenues of $804 million, up more than 5% for the same period last year.
The company’s Natura+ portfolio has been developed with 15 partners—“small and medium-sized entrepreneurs who develop creative, original proprietary products” and share Natura’s vision.
Natura’s new Sustainability Vision was announced in April. The company now monitors and discloses the percentage of post-consumer recycled content in its packaging, the percentage of packaging material that is recyclable and the percentage of eco-efficient packaging (those that represent a reduction of at least 50% in weight compared to a similar pack, or which consists of 50% PCR material) used.
Sao Paulo, Brazil
www.natura.net
Beauty Sales: $3.3 billion
Key Personnel: Plînio Villares Musetti, chairman; Alessandro Giuseppe Carlucci, president; José Vicente Marino, vice president, brands and business; João Paulo Ferreira, commercial vice president.
Major Products: Direct-sell cosmetics, fragrances and personal care, sold under brands including Ekos, Natura, Aquarela, Una, Chronos, Tododia, Maquiagem, Mama e Bebe, Kaiak fragrances, Vitaplant hair care, Natura fotoequilibrio sunscreens and Amó fragrances, Aesop.
New Products: Natura UNA BB, Ekos Creamy Hand Balm, Ekos Andiroba Massage Oil, Chronos Day Protective Face Cream SPF 30, Sou personal cleansers, Natura Faces Ousada Desodorante Feminino, Mamãe e Bebê Leg and Foot Cream Care Gel.
Comments: With more than 1.4 million sales consultants in Brazil, Argentina, Chile Mexico, Peru, Colombia and France, direct seller Natura, with its focus on natural ingredients, biodiversity, and environmentally responsible development, continues its dominance in South America. And, according to the company, results in 2013 strengthened its goals to extend its frontiers far beyond its current operations.
Net revenues in 2013 reached $3.3 billion.
The packaging for the Sou line won international acclaim, and led to environmentally responsible changes in other Natura brands.
During 2013, the Brazilian cosmetics leader continued to invest healthily in its operations, its logistics model and, increasingly, in information technology, aiming to provide consultants with easy access and services to customers through an expansive electronic network.
Alessandro Carlucci, executive president of Natura, says the company’s dictum of “well being well,” based on relationship selling and on business conduct aligned with sustainable development, “has more than shown its potential for conquering new markets and consumers, be it in the countries in which we already have a presence, be it in others.” He said the robust results in the company’s Latin American operations reinforce this thought—in 2013, sales in this region accounted for 14% of business—an annual rate of 30% in recent years, and increasing in profitability. In Mexico, Natura now boasts 100,000 consultants.
In Brazil, 2013 started out slowly, but picked up speed in the second half. Sales rose 13% last year, following full year results for Aesop, the premium Australian cosmetics brand with operations in Oceania, Asia, Europe and North America. An Aesop store is opening in Brazil this year. International sales accounted for more than 14% of sales last year, as sales in Argentina, Chile and Peru rose 34% in local currencies and newer markets in Mexico and Colombia posted a 24% increase in sales.
Natura continues to stress the importance of sustainability as a driver of innovation and new business. The company retains its focus on a sustainable development model, and achieved its goal in December 2013, to reduce greenhouse gas emissions by 33%.
During the year, Natura launched its Natura Network in Sao Paulo—which focuses on digital technologies and connectivity as a powerful means for direct selling—and plans to expand it widely to other regions. The aim is to achieve a two-day delivery time for products ordered. The Natura Network enables each consultant to have her/his own Internet page through which she/he may build a relationship with consumers and sell products.
Environmentally Responsible Packaging
Bent on advances in sustainable packaging, Natura notably launched a line of personal care products called Sou, with products in innovative stand-up pouches with a teardrop shape and a flip-top cap. According to Natura, the flexible packs require 70% less plastic than rigid plastic containers of the same volume. Natura also claims that a roll with 1,000 pouches occupies the same truck space as 28 empty bottles, marking a 60% reduction in carbon.
In addition to launching refills in the same pouch format as the Sou line, the Natura Plant brand incorporated new packs produced with green plastic, generating fewer greenhouse gas emissions. The brand portfolio was renewed, with new formulations and labels containing product descriptions in Braille for the visually impaired
The Aquarela makeup brand was relaunched with a collection inspired by the Brazilian Modernist movement, containing a lighter formulation, new textures and new pack designs developed to reduce environmental impact.
In March 2014, Natura opened an innovation center in Soho, New York—and said it was “looking for partners” to expand its business.
Second Quarter Results
In the second quarter of 2014, Natura reported net revenues of $804 million, up more than 5% for the same period last year.
The company’s Natura+ portfolio has been developed with 15 partners—“small and medium-sized entrepreneurs who develop creative, original proprietary products” and share Natura’s vision.
Natura’s new Sustainability Vision was announced in April. The company now monitors and discloses the percentage of post-consumer recycled content in its packaging, the percentage of packaging material that is recyclable and the percentage of eco-efficient packaging (those that represent a reduction of at least 50% in weight compared to a similar pack, or which consists of 50% PCR material) used.
