Sales: $3.0 billion
Key Personnel: Alessandro Giuseppe Carlucci, chief executive officer; Agenor Leão de Almeida Junior, senior vice president, digital technology; Gerson Valença Pinto, senior vice president, innovation; João Paulo Ferreira, senior vice president, operations and logistics; José Vicente Marino, business vice president; Roberto Pedote, senior vice president, finance.
Major Products: Cosmetics, fragrances and personal care. Brands include Ekos soap, hair care and oils; Natura Faces, Aquarela and Una makeup; Chronos skin care; Natura Naturé baby care; Vitaplant hair care; Natura fotoequilibrio sunscreens; Amó fragrances.
New Products: SOU personal care products.
Comments: Sales rose 13.5% last year as Natura reaped the benefits of being the dominant player in the fast-growing Brazilian CFT market. The company noted that while the US has limped along for the past six years with CAGR of 1.6% (compared to a 1% decline in Japan), Brazil has posted a gain of 13.4% during that time. Moreover, the markets Natura operates in (including Mexico, Argentina, Colombia and Peru), had a growth rate more than two times that of the global market’s 4.9% increase. Within Brazil, Natura is the No. 1 player. Its market share is 13.4%, just ahead of Unilever’s 11.9% share, according to Euromonitor data.
Last year, Natura had 1.5 million consultants an increase of nearly 11%. In Brazil, the network grew 8% to top 1.2 million. The next largest market was Argentina, with 74,900 consultants, followed by Mexico (74,300), Peru (63,600), Chile (52,100), Colombia (37,000) and France (2,600). Service to all these consultants is on the rise, as last year Natura delivered 25% of orders within 48 hours, up from just 5% in 2011, and the number of items out of stock dropped dramatically.
Natura is connecting with consumers in new ways too. Last year, it opened Espaço Conceito (Concept Space) in São Paulo to strengthen consumers’ relationship with Natura. Here, consumers can visit with hair, skin and makeup consultants, try fragrances and purchase products. Last year, 72,000 consumers visited Espaço Conceito, and 10% were international visitors. In another move to connect directly with consumers, last year Natura launched Aqui tem Natura (Natura Is Here), a television program devoted to well-being, health, beauty, sustainability and social entrepreneurship—pretty much all the things that make Natura, well, Natura.
Most recently, new SOU hair and body care formulas contain fewer ingredients, and are said to be free of preservatives and artificial color. The packaging, inspired by a raindrop, uses 70% less plastic, emits 60% less CO2 and results in three times less waste than conventional packaging, according to Natura.
Still, there is room for improvement on the environmental front, the company noted that sales of refills did not meet expectations and the company’s life cycle assessment impact actually rose from 123 to 125mPt/kg, due to an increase in print promotions.
By 2020, Natura expects consumption of raw materials derived from its business in the Amazon to rise from 11% to 30%. Last year, business volume rose 88% and the number of families involved in the Amazonia project increased to 3,500.
In March, Natura increased domestic prices 3.5%.