Natura Term Paper

2606 words - 11 pages

The eco and customer friendly company.

Table of Contents
Introduction: 3

The Natura Concept: 3

Products: 4

Competitors: 4

Biodiversity: 5

Production and Operation: 6

Social Responsibility: 6

Financials: 7

Conclusion: 8


Natura, a Brazilian based company was founded in 1969, by Luiz Seabra and later partnered with Guilherme Leal and Pedro Pasos. Today, as a public company since 2004, Natura is a leading manufacture and marketer in the skin care, solar filters, cosmetics, perfume, and hair products (Natura). Natura sold in Latin America and France is looking to enter the U.S. markets once they stabilize after the recession (Azevedo).

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Their choice to primarily “direct sell” to their consumers was designed to further their relationships with their clients and be able to better adjust and meet all consumers’ needs and expectations. In efforts to continuously understand their customers they use 800,000 consultants worldwide to ensure that they are always understanding and meeting their customers’ needs.
Due to Natura’s focus on sustainability and on protecting the environment and with a culture whose awareness of global warming is increasing everyday, Natura’s efforts will be continuously well received by the public. People today are constantly looking for ways to preserve and protect our environment and having the opportunity to use products from a company that stands behind these same standards is not only reassuring, but allows consumers to feel better about their purchases.


According to Bloomberg Business Week, Natura has produced 600 plus products within their product line specifically designed for men, women and children. Some of the products they carry are for the face and body, hair care and treatment, make-up, fragrances, bath products, sun protection, as well as oral hygiene products. The product that made Natura surge ahead of their competitors is the at home bikini waxing product. Natura has many different brands such as Chronos, skin cleansing, toning, hydrating, wrinkle treatment, Ekos: soaps, shampoos, conditioners, moisturizers, perfumes, Unica: face, eye, and lip products, Diversa: make-up, Faces de Natura: skin treatments, cosmetics, fragrances, Tododia: daily use products, and Mamãe e Bebê: products for babies and pregnant women (Bloomberg Businessweek).


Natura competes with two international companies in the cosmetics industry. The first company, AVON, is a U.S. based cosmetics, perfume, and toy seller with markets in over one hundred and forty countries across the world and sales of $9.9 billion worldwide. Avon specializes in hair products, skincare, bath and body products, wellness products, and fragrance products. Avon markets its products to women in over one hundred countries through five million independent Avon Sales Representatives. The second company, O Boticario, is the second largest Brazilian cosmetic company, behind Natura. O Boticario specializes in perfumery and cosmetics. It has approximately 2,000 stores in Brazil, 52 in Portugal, and a number of stores in Mexico, Bolivia, Peru, Paraguay, Japan, South Africa, Australia and the United States. O Boticário’s current production exceeds 59 million units, while continuing to be at the forefront of environmental, social responsibility and technology.


The concept of biodiversity is extremely important to Natura Brazil. In fact, the company has employed biodiversity as the platform for its product innovation. Since Brazil has one of the planet’s largest and richest biodiversity, Natura believes that the people that live...

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