Natura Ekos: Respectful Relationships, Brazilian Biodiversity and Soaring Sales

If Natura had a theme song, it would be Aretha Franklin's "Respect". Since Natura was founded over 40 years ago, the Brazilian company has flourished on a philosophy of respect for the natural environment that supplies its products' ingredients; respect for its suppliers, including traditional populations who live in the rain forests; respect for its employees; respect for its sales consultants; respect for its clients; and respect for its shareholders. Sustainable relationships with the natural, social and business environments are core beliefs for Natura, which is one of the leading manufacturers and marketers of cosmetics, skin care, perfume, and hair care products in Latin America (see Annual Report Natura 2009). Natura offers different kinds of product lines (Natura Chronos, Natura Mama and Bebe, Natura Ekos, Natura Todavia, etc) in the following countries: Argentina, Brazil, Chile, Colombia, Mexico and Peru. More recently the company has also secured a foothold in the “old” continent: In 2005 the first Natura House was established in Paris (France) as part of their international strategy. The vision of the company is to become an international brand, which is “… identified with the community of people who are committed to building a better world, based on better relationships among themselves, with others, with nature of which they are part, with the whole.“ This vision is also expressed in the Portuguese tagline of the beauty brand “Bem Estar Bem”. The tagline is a pun. The literal translation from Portuguese into English would be “well-being/being well”. It means that Natura strives, through its products and services, to help people enjoy better relationships with themselves (well-being), with others, with nature and the world around them (being well). It is Natura’s “reason for being”...read more