Brazilian cosmetics giant Natura has announced the restructuration of its business in France with the end of its direct selling operations in the country by December 31, 2016. About 1,100 consultants are concerned.
This decision, which concerns the French Market only, is “a result of the purchase habits of the local consumers”, explains the company in a release. “Unlike Latin America where sales through relationships account for approximately 30% of the cosmetics, fragrances and toiletries market, only account for 2% in France. In Brazil and in Latin America, Direct Selling is and will continue to be the main channel for Natura.”
The company’s internationalization strategy for developed markets focuses on three key channels: its own stores, e-commerce and beauty specialists. “The focus on channels that are more relevant in the French market will strengthen Natura’s business in the country,” explains the company.
The internationalization of the brand is a strategic objective for the next few years. Currently the international operations already represent 30% of Natura’s consolidated sales.