$3,981 $m
With a clear and easy to understand brand proposition, “well being/being well,” Natura exemplifies coherence and the ability to create close relationships between consumers and the brand. Perpetual reinvention, an enduring commitment to sustainability and a growing portfolio are the main strengths of this leading Brazilian cosmetics brand. According to the innovation index used to measure all new products launched each year, 67 percent of the products in Natura’s portfolio were new in 2012. Demonstrating consistency on every level of the organization, Natura’s brand proposition reverberates throughout the production chain, from sales strategy to corporate citizenship and the use of natural resources. Last year, the brand invested more than 330 million reals (USD $170 million) to expand production, supply chain and information technology, solidifying its reputation for strong research and development. Natura has shown that its business in “ethics and aesthetics” is paying off.