Natura is a Brazilian brand that has been on the market since 1969, founded by Antônio Luiz Seabra in São Paulo capital. Antônio Luiz Seabra first named the company Indústria e Comércio de Cosméticos Berjeaut Ltda, but later he decided to change it because of the natural components that were in all their products. That’s the meaning of their current name: Natura. This company is the biggest in Latin America and one of the biggest in the whole world! Have you ever wondered what Natura does to stay in the top Brazilian cosmetic brands for so long? After studying this company it was possible to identify some strategies that have been working for a long time. Natura influences the consumers to be loyal, influencial, ecological, connected to Brazilian culture, confident, and builds a relationship between customers and brand, through their use of brand identity, advertising, sponsorship of people and events and product packaging and buying.
One branding strategy Natura uses is brand identity to astonish and impact the consumers to create a bond that makes them remember the brand and relate things to the identity. Natura has six main stated values: relationship, further development, truth, diversity, freedom and commitment. With relationship and further development they focus on life being a chain of relationships, with truth they focus on commitment based on authenticity, with diversity they focus on the diversity of people and points of view as a source of richness and vitality for all, with freedom they focus on freedom of thought, free from any manipulation and prejudice, and with commitment they focus on active participation in the growth of the company and its sustainable development (Natura). Those values create alliances between company and consumer, focusing on the wellbeing of their clients. Since the beginning, the solution Natura found was creating products and services that promote and value a congenial affinity between the individual and the brand and the individuals and themselves, which is the meaning behind their motto “Bem estar bem” (Natura). Their logo is the image of a flower which is “the purest representation of an emerging life and of beauty as a whole” according to them. The company logo conveys femininity, delicacy, movement, softness, organicity and affection (“Qual É a História da Natura?”). Lastly, this brand’s color palette is inspired by the sun to convey the wealth of Brazil (Natura), through orange and yellow colors. Natura’s brand identity is really efficient to amaze and shock its consumers, it creates a firm bond and impacts the consumers intensely making them recall, recognize and relate situations and things to the brand.
Another branding strategy Natura uses is advertising to motivate confidence and self esteem, especially toward Brazilian women. Advertising is known as a way to promote one’s brand, but when it is used combined with some crucial techniques it can be an excellent way to build a connection with the customers and be one of the best ways to promote one’s brand (Natura). Some techniques include being active in social media and interacting with the public, organization, and the product’s placement. Natura is always really active on Instagram, they also have a YouTube page where they always post new products and videos with the faces of the brand. With their organized Instagram account they always try to remind their public about diversity and sustainability by posting all kinds of bodies, colors, and the image of the Brazilian animals and environment. Not only that but it also contains pictures of models with the products, sometimes the products by themselves, and short advertising videos (@naturabroficial). They also create a specific layout that makes the page more organized and interesting. When a big brand has all kinds of models showing that all women are beautiful, customers feel embraced and confident, especially these days where people are usually frustrated with the unreachable beauty standards. Natura is a company in the beauty area that is not attached to beauty standards and has inclusion as one of their brand’s pillars. These ideologies not only promote their products, but also help in women’s mental health (Natura). Natura’s advertising strategies are really coherent because it includes all types of bodies, sexualities, ethnicities while at the same time creates attractive visuals and commercials that promote their products.
One other branding strategy Natura uses is sponsorship of people and events to inspire them in understanding more about beauty and at the same time have more connection to Brazilian culture. Some important figures Natura sponsors and partners with are Niina Secrets, Malena, Mari Maria, Pathy dos Reis, Flávia Pavanelli e Foquinha. With the participation of these influencers Natura promoted “Make Up| Mash up” which consisted of meetings and YouTube videos with them in pairs. In the recording meetings, the brand and the marketing agency tries to make everything really casual and homely. The goal of this campaign is to reach a public that is familiar with makeup but often does not vary much the looks created (Sacchitiello). When mixing a MUA and a makeup user together, the company was able to convey a feeling of inclusivity and also a welcoming feeling. Furthermore an event Natura created is “Natura Musical”, which is a festival that has the objective to show Brazilian diversity and value Brazilian music. Natura Musical gives voice to fascinating musical aspects (“Natura Musical”). The festival not only sponsors projects such as Coala Festival, Bananada e Coquetel Molotov but it also boosts musical experience in Casa Natura Musical in São Paulo. Moreover, Natura, with the goal of renovating its focus on innovation and sustainability, decides to sponsor the soap opera “Todas as Flores” by Globo. In this soap opera the blind character Maíra visits the brand’s perfumery laboratory in Cajamar and after having the olfactory experience she decides to follow this perfumery path. In “Todas as Flores” Natura’s products and sustainable model of benefit sharing and cultivation to keep the forest standing are revealed (Carolina Merino (@caamerino)). Natura’s sponsorship of people and events is a strategy that impresses and motivates the consumers to being more linked to the beauty community and simultaneously strengthens a connection to Brazilian culture.
The last branding strategy Natura uses is project packaging and buying to promote sustainability and inspire its consumers to be more eco-friendly. It also provides a great sensorial buying experience. A store with colorful and good smelling products, well displayed objects and charismatic and welcoming employees make the chances for consumers to consume higher according to The Association for Consumer Research (Lam). All Natura stores are patronized and have all colors properly chosen to influence people’s emotions. The smells match the colors and the design is carefully selected to make the consumer feel embraced and comfortable. Currently people tend to be more eco-friendly, looking for eco-packages and cruelty free products. Natura is a brand that values eco-friendly packages to help the environment. All their packages are made of biodegradable materials, natural formulas and safe ingredients and no mistreatment of humans and animals. Natura says “Our aspiration is not to be the best company in the world. It’s to be the best beauty company for the world.”, reinforcing their commitment to our environment. Natura’s sustainability web site page says “That’s why we’ve been committed to the truth for 50 years. We deepen our relationships with nature and the people who live in it. We became even more human, building a large network of relationships. Regenerating and generating a positive impact has always been part of our history. And it will continue to be part of our future.” Natura also provides catalogs in magazine’s where they can always provide free samples of the product that are being promoted to please the customer. Natura’s packaging and buying experience are highly valued by employees and consumers, and include eco-friendly materials , great sensorial experiences, and sophisticated packages.
Natura persuades their consumers to be influential, ecological, culturally connected and confident, furthermore building a strong bond between themselves and the brand. This brand is able to approach so many customers because of what brand identity, advertising, sponsorship of people and events and product packaging and buying conveys to the customer. Natura’s brand identity is really powerful when it comes to surprise and awe their consumers. Natura’s advertising is surely logical since it includes a lot of diversity. Their strategy of sponsoring people and events excites and inspires their consumers towards the beauty community and Brazilian culture. Finally, Natura’s packaging and buying experience is exceedingly admired by their employees and consumers. Their motto “Bem estar Bem” (“Well being Well”) manifests itself in the harmonious relationships that the individual establishes with themselves, with others and with nature (Natura). That makes Natura one of the most well recognized brands in the world.
Works Cited:
Carolina Merino (@caamerino). “Personagem De Sophie Charlotte Na Novela Todas as Flores Tem Sua Vida Mudada Por Meio Da Perfumaria.” Glamour, 21 Oct. 2022, glamour.globo.com/beleza/noticia/2022/10/personagem-de-sophie-charlotte-na-novela-todas-as-flores-tem-sua-vida-mudada-por-meio-da-perfumaria.ghtml.
“Qual É a História Da Natura?” vivendobauru.com.br, 27 June 2022, www.vivendobauru.com.br/qual-e-a-historia-da-natura.
Lam, Shun Yin. >the Effects of Store Environment on Shopping Behaviors: A Critical Review | ACR. 2001, www.acrwebsite.org/volumes/8468/vol.
“Nossa História.” natura.com.br, www.natura.com.br/a-natura/nossa-historia.
“Natura Musical.” natura.com.br, www.natura.com.br/naturamusical.
“Naturabroficial.” YouTube, www.youtube.com/channel/UCSg89B-3bly27fu_5M2rtBQ.
Sacchitiello, Bárbara. “Natura E a Desconstrução Dos Influenciadores.” Meio E Mensagem – Marketing, Mídia E Comunicação 5 Sept. 2018,
@naturabroficial. Instagram, https://www.instagram.com/naturabroficial. Accessed 11 Nov. 2022
