Natura: Global Beauty Made in Brazil
NATURA: GLOBAL BEAUTY MADE IN BRAZIL
• Founders: Luiz Seabra. Guilherme Leal, Pedro Passos
• L’Oréal, world´s largest beauty company.
• Possibilities for growth included moving to Internet sales, selling products in duty-free shops in airports, and creating retail chains in certain countries.
• Natura had become Brazil´s biggest domestic cosmetics company.
• Leading company in sustainable use of Brazil´s biodiversity.
• Natura was a unique company with a growing vision for humanity (according to Brazilians)
The Brazilian Beauty Market
• Beauty Premium: Physical Attractiveness appeared to exercise a major impact on individual lifestyles.
• In 2004, beauty was a US$231 billion global business.
• Brazil had one of the highest levels of income inequality in the world.
• In Brazil, the lighter the person’s skin, the richer they were likely to become.
Brazilian Market Main Trends
• Brazilian beauty industry: 12.9 billion Brazilian reais (R$) in 1999 to R$28.5 billion in 2004.
• By 2004 females made up 22% of the workforce.
• The cultural importance of self-image in Brazil helped boost pharmaceutical sales of products and services than enhances attractiveness and self-confidence. In 2004, Brazil was reported as the second biggest market for Botox and Viagra.
• Brazil is a country of contradictions.
Natura
• Established in 1969 by Antonio Luiz da Cunha Seabra
• Direct selling model in 1974.
• Door-to-door distribution system
• Initial Natura system into a single company: Natura Cosméticos, in 1989 (Leal, Seabra, Passos).
• Natura decided to pursue a new international business and opened an operation in Argentina.
Product Lines and Brand
• Market: middle and upper class segments in Brazil.
• 600 products and seven main product lines
• In 2005, L’Oréal spent US$587 millions on research and development.
• Natura acquired patens and technology from universities and research centers in Brazil and abroad.
• Natura´s products are
• Founders: Luiz Seabra. Guilherme Leal, Pedro Passos
• L’Oréal, world´s largest beauty company.
• Possibilities for growth included moving to Internet sales, selling products in duty-free shops in airports, and creating retail chains in certain countries.
• Natura had become Brazil´s biggest domestic cosmetics company.
• Leading company in sustainable use of Brazil´s biodiversity.
• Natura was a unique company with a growing vision for humanity (according to Brazilians)
The Brazilian Beauty Market
• Beauty Premium: Physical Attractiveness appeared to exercise a major impact on individual lifestyles.
• In 2004, beauty was a US$231 billion global business.
• Brazil had one of the highest levels of income inequality in the world.
• In Brazil, the lighter the person’s skin, the richer they were likely to become.
Brazilian Market Main Trends
• Brazilian beauty industry: 12.9 billion Brazilian reais (R$) in 1999 to R$28.5 billion in 2004.
• By 2004 females made up 22% of the workforce.
• The cultural importance of self-image in Brazil helped boost pharmaceutical sales of products and services than enhances attractiveness and self-confidence. In 2004, Brazil was reported as the second biggest market for Botox and Viagra.
• Brazil is a country of contradictions.
Natura
• Established in 1969 by Antonio Luiz da Cunha Seabra
• Direct selling model in 1974.
• Door-to-door distribution system
• Initial Natura system into a single company: Natura Cosméticos, in 1989 (Leal, Seabra, Passos).
• Natura decided to pursue a new international business and opened an operation in Argentina.
Product Lines and Brand
• Market: middle and upper class segments in Brazil.
• 600 products and seven main product lines
• In 2005, L’Oréal spent US$587 millions on research and development.
• Natura acquired patens and technology from universities and research centers in Brazil and abroad.
• Natura´s products are