Read more"As one of our leaders reminded us, we have a responsibility to demonstrate that doing the right thing is the right way to go."
"Twenty years ago, when I started working as a Consultant, very few people had heard of Natura in Argentina. I remember being in a class and nobody knew about the company. I was touched when, many years later, the same university asked me to speak about our practices. Natura has become the fifth most reputable brand in the country and the first in direct sales. Seeing this sort of recognition makes me very proud. And I was fortunate enough to experience this transformation! This shift didn’t happen overnight - it was developed consistently over time, with bold decisions and honesty. We are now a benchmark company. Now we have a different challenge: to integrate brands with different histories into the same ecosystem. Natura and Avon are both very powerful, each one in its own way, having taken different paths. This is not about integrating channels and brands, but about expanding perspectives. The challenge is to transform this multi-brand and multi-channel reality into a coherent movement and a shared objective. The reputation we build now needs to grow together with this new configuration. It is now time to build without losing our strength, to integrate without losing our character. As one of our leaders reminded us, we have a responsibility to demonstrate that doing the right thing is the right way to go.”
Veronica Marcelo
Natura has reinforced its connection with its publics by reviving the concept of Well-Being-Well, which invites people to reflect upon their choices and their relationship with themselves and the world.
To celebrate the 30th anniversary of Natura in Argentina, we undertook a survey which revealed that only one in three Argentines is fully connected with their wellbeing.
The survey found that cosmetics and personal care products provide a feeling of wellbeing for a quarter of all Argentines, especially women and those engaged in seeking it, demonstrating the potential of the routines involving our products to provide this sense of wellbeing.
The Natura campaigns combine sensory experiences, innovation and a cultural commitment, strengthening the bonds with its consumers. The partnerships with ambassadors such as Iza, Maisa, Endrick and the e-sports team ‘MIBR’ (Made in Brazil), which communicate values such as self-care and sustainability, reflect Natura’s commitment to authenticity and diversity, reaching numerous publics.
In 2024, as part of our anti-racism commitment, Natura implemented an initiative in Brazil to guarantee ethnic-racial representativeness in all our the brand, qualitative and quantitative studies. Furthermore, we now ensure that at least 50% of those participating in the campaigns are Black: a commitment undertaken by both the Natura and Avon brands.
GRI 2-29
The Sonora Natura brand
Produced in partnership with Soundthinkers, this brand reflects the nature of the Amazon region in sound. To develop this, Natura explored its history of connections with nature and the commitment to socio-biodiversity, and selected the sounds by capturing the electrical pulse of the trees native to the Amazon region.
Appreciation of diversity and cultural identity
Natura made its mark on Rock in Rio 2024, as a co-sponsor of the Sunset Stage, promoting shows bringing together Brazilian and international artists as a means of appreciating diversity and musical innovation. The brand offered sensory experiences with the Ekos, Humor, Faces and Fotoequilíbrio lines, and launched a special collection of ‘Faces’ lipsticks bearing the brand of the festival, thus increasing the connection with the festival goers. Natura also participated in Brazilian festival such as the Zepelim Festival, Coala Festival, Frequências Preciosas and Coquetel Molotov, bringing its experiences strategy to a wide range of publics.
During the Círio de Nazaré religious festival, in Belém (PA), Natura celebrated popular culture by sponsoring the Varanda de Nazaré and Arrastão da Pavulagem, highlighting the powerful role played by the music and the Amazon traditions. For more than a decade, the brand has invested in cultural initiatives n the region, including support for 88 musical projects in Pará, demonstrating its appreciation for the history and future of the Amazon region.
30 years in Peru
In 1994, we opened our first office in the district of Miraflores, in Lima, the capital of Peru, with 160 Beauty Consultants.In 2019, we launched our e-commerce business and, in 2022, we opened our first store in the Mall del Sur, in Lima. The Natura Institute began operations in Peru in 2021. We celebrated 30 years of operations in the country, and we have a network of more than 150,000 Beauty Consultants.
30 years in Argentina
Argentina, hit our target of 1 million Consultants in 2009, and began local production in 2010. In 2017, we launched the e-commerce business and opened our first store at the Unicenter. In 2020, the country became Natura’s first 100% digital operation and welcomed the Natura Institute. We commemorated our 30th anniversary, with more than 300,000 consultants.
We entered this segment with the launch of a line of ten products notable for their innovation and versatility, with new features such as perfume in oil form and the development of a Natura Perfume Library, which catalogs the fragrances according to the combination of global perfume components and our own Latin-America sourced ingredients. Since 2004, the line has included the 505 Íris Priprioca, 679 Ambrette Copaíba, 740 Sândalo Breu Branco and 875 VetiverCapitu fragrances.
Fragrances that imbue the skin with the potent scent of the forest. These products are connected to the Rios Vivos initiative, which promotes a sustainable chain of recycled plastics amongst river-dwelling communities and recycling cooperatives in seven municipalities in the Amazon region.
Marking Natura’s entry into the home products segment, this new brand offers items such as massage oils, liquid soaps, hand moisturizers, aromatic candles and room sprays. The principles of bio-innovation are highlighted in the sustainable packaging and in the high level of naturalness, biodegradable and plant-based actives, and the use of pure essential oils sourced from the Latin-American biodiversity in all the formulas.
We announced our entry into the hair market with the ‘Tododia’ brand, including products from the hydration, nutrition and repair lines. The formulas for the new items were developed from ingredients such as Aloe vera, almond oil and avocado oil, using our exclusive prebiotic technology, which is already used in our body care products.
Principal launches
Natura Musical
In 2024, Natura Musical invested R$ 8.4 million in cultural projects.
The Natura Musical Program celebrated its 19th anniversary in 2024, investing a total of BRL 8.4 million, BRL 7.1 million of which was in the form of its own funds and BRL 1.3 million via tax incentive laws.
With more than 49 projects under way, special mention should be made of the release of the Amaríssima album by the Bahian artist Melly, which was nominated for a Latin Grammy in the category of Best Contemporary Pop Album in the Portuguese Language, and the documentary Mestras, which tells the story of four icons of Pará music and was the first feature-length documentary from Pará to be selected for the Gramada Film Festival.
Support was also provided to the Arrastão do Pavulagem cultural event, which took place during the Círio de Nazaré religious festival, and the release of Bagaceira, the new album by Dona Onete, the queen of the ‘carimbó chamegado’ musical tradition. The 20th anniversary celebrations of Natura Musical began with the singer Liniker’s long-awaited CAJU tour.
The ‘Casa Natura Musical’, a theater we run in São Paulo (Brazil), hosted 145 shows, welcoming 68,000 people. The funds raised through tax incentive programs were directed to projects sponsored by the Natura Musical Call Notice, including cultural initiative initiatives in numerous states of Brazil. The funds were directed to projects sponsored via the Natura Musical Call Notice, sponsorship of the Casa Natura Musical, the festivals platform and the management and dissemination of projects.
Avon: focus and precision to resume growth
In 20024, the brand focused on expanding its presence and connecting with different social groups, maintaining its commitment to the democratization of beauty, innovation and inclusion. In terms of launches and the modernization of its portfolio, Avon showed how aware it is of new trends and the needs of different generations. To attract the attention of Generation Z, the brand has invested in its perfume portfolio, with the launch of LOV|U Connected, a fruity, floral fragrance, and the relaunch of the Far Away line, with a new visual identity, for Latin America. Taking innovative steps, Avon adopted the use of Artificial Intelligence (AI) in its publicity campaigns for the relaunch of the Far Away line, creating original visual and sensory experiences to provide an immersive feel for the fragrances.
The brand has also remained focused on inclusion, as was demonstrated by the revision of its portfolio in 2020, with the collaboration of the makeup artists Daniele Damata, resulting in a more inclusive palette with up to 20 shades for Black skin.
Avon continued innovating its accessible, high performance makeup portfolio with the aim of consolidating its position as the leader in the Brazilian makeup sector and expanding its reach in different channels.
Demonstrating the development of Avon’s multichannel presence, we announced the brand’s entry into the Brazilian physical retail sector in 2024, in the form of partnerships with specialist beauty products stores (read more in the Omnichannel Journey chapter), as well as inroads into marketplaces. All of this has been added to the e-commerce and Relationship Selling strategies to increase brand awareness, in line with the vocation to democratize beauty.
Reinforcing our commitment to diversity and inclusion
In the sphere of strategic sponsorships, Avon has sought to strengthen its connection with different regions and publics. For the first time ever, the brand sponsored the Sou Manaus Passo a Paço Festival 2024, with the aim of further strengthening its connection with the people of the North, a region where it leads the makeup sector. During the event, the Power Stay line was given most attention, but the visitors could also experiment with other products and receive makeup tips. Avon also sponsored the launch of the “Essa é a Minha Cor” book, by the makeup artist Tássio Santos, reinforcing its pioneering role in diverse and democratic makeup, and expanding the discussion regarding the fight against cosmetic racism in Brazil.
The brand was also the official sponsor of Afro Fashion Day, demonstrating ts commitment to anti-racism and highlighting its portfolio of makeups for all types and shades of skin, with special focus on the Power Stay and Tratamake lines. Another development which had enormous impact was the announcement of Ivete Sangalo as the brand’s new ambassador, reinforcing the singer’s long-standing relationship with Avon and its identification with the Brazilian people.
Avon is official sponsor of BAF Week
Avon sponsored the BAFWeek - Argentina: Avon was, once again, the official makeup of BAFWEEK, Argentina’s most important fashion event. The brand was led by the slogan “EXPRESÁ TU BELLEZA”, noting the way recent beauty trends have been heading, with fresh and daring ideas being presented by the brands and designers on the catwalk.
As such, Avon, which promotes a form of beauty that is more democratic and inclusive, sought to inspire people and promote self-confidence. Especially in Argentina, makeup has a close relationship with self-confidence: a study undertaken by Sacateladuda and Avon revealed that, when makeup use increases, the level of self-esteem rises, and vice-versa. It was also found that 42% Argentinian women use makeup every day, recognizing that this moment in the daily routines can improve their image and provide a means of expression and even act as an emotional trigger.
With a wide range of fragrances recognized by the consumer, Avon’s biggest global perfume brand was relaunched, with activities, trips and immersions with specialists, digital content creators and opinion makers. We also launched a fragrance (Far Away Shine) aligned with the new brand concept.
The relaunch of the lip gloss, an iconic product from the 2000s, forms part of the Color Trend line. As well as providing the chance for those who used the product decades ago to nostalgically relive that moment, the product sought to attract Generation Z with its strawberry-shaped packaging and sweet aroma. Available in two styles, one cream and the other pearl, Moranguinho moisturizes the lips and gives them a rosy tint.
The Renew line was launched, offering creams for the eyes, facial creams and a replenishment serum, employs our own exclusive technology (Protinol) that balances two types of collagen, capable of renewing millions of skin cells in seven days.
Another high-performance lipstick was added to the Power Stay line, produced using the exclusive Powerflex technology and notable for the comfort found in the user experience, with 20 color options, seven of which are brand new.
