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Natura relaunches its Adoro Maquiagem (I love make-up) portal

Natura is relaunching the portal Adoro Maquiagem (I love make-up), which has been “completely redesigned to meet the aspirations of women who seek for information on the Internet”. The relaunch of the portal occurs simultaneously to the online promotion by Natura of a series of new makeup lines.

Women look at the web for information on makeup

In a survey commissioned by Natura, ad agency Pereira & O’Dell found that women are increasingly interested in high quality information, from collaborative and inclusive sources. "Women are discussing female issues and seek advice within their community in places where they can identify with others and express themselves and share experiences," explains the company.

Considering this fact, the new site seeks to strengthen the relationship with Natura customers thanks to a full synchronization with social media such as Facebook, Instagram, Twitter and Youtube. The portal also features new editorial on fashion, art, culture and lifestyle. Beyond the content itself, the Adoro Maquiagem portal will rely on the support from bloggers and other influential persons on female audience.

The new Adoro Maquiagem portal is also available in mobile and tablet versions, so as allow easy access to the content through those devices.

Major make-up launches

In June, Natura also started its Movimento Maquiagem (Make-up Movement) initiative, with some of the year’s major releases from its brands Una, Face and Aquarela.

The digital actions created by agency Salve for Natura’s Movimento Maquiagem include: a web series starring beauty and fashion blogger Camila Coelho providing makeup tips, videos with the participation of bloggers Mariah Bernardes, Helena Lunardelli and Natura’s official makeup artist, Marcos Costa.

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