Follow us twitter facebook
Edition: Brazil
Click here to subscribe toour free weekly newsletter click here
Industry buzz

The Natura Group gathers Natura, Aesop and The Body Shop under a new corporate brand

Natura &Co, the Natura Group’s new corporate brand, celebrates the union between the Natura, Aesop and The Body Shop brands.

"This choice reinforces the principles of cooperation established in the governance structure of the three companies, whose brands are recognized for sharing common purposes and commitment regarding sustainable and ethical practices," the group explains.

Natura &Co (ENG Captions) from Interbrand on Vimeo.

The new brand will be used for communication with employees, investors and opinion formers. It has no role in communicating with the end consumer and will not replace the Natura, Aesop or The Body Shop brands, which will continue to expand with their own identities.

The Natura &Co brand encompasses the codes and values of three brands that have traced parallel paths, but have always shared common purpose in their commitment to life and to the planet,” says Andrea Alvares, vice president of Marketing, Innovation and Sustainability at Natura, who led the project which was entrusted to Interbrand.

The aim of the new corporate brand is to consolidate the creation of “a global, multi-channel and multi-brand cosmetics group, made up of three companies committed to generating positive economic, social and environmental impacts.

Natura &Co’s new governance and management structure was implemented after the completion of the acquisition of The Body Shop to ensure execution and integration of the operations. Roberto Marques serves as chief executive of the Council. Natura, Aesop and The Body Shop continue to operate with their respective CEOs - João Paulo Ferreira, Michael O’Keeffe and David Boynton - and their own Executive Committees, ensuring the autonomy of brand.

"The brand symbolizes the characteristics of the new corporate governance structure created for the group," says Roberto Marques, CEO of Natura &Co. "This structure, which will help us grow by providing intense business transformation, aims to support, facilitate and improve the integration of the three companies within the group, on the base of a common global strategy."

latest news
Focus
in-cosmetics returns to Brazil next 18-19 September

in-cosmetics returns to Brazil next 18-19 September

When it comes to beauty, Brazil has become a trend-setter in Latin America thanks to its abundance of natural resources and penchant for innovation. Now the fourth largest market in the world, the country will host the sixth edition of in-cosmetics Latin America, which runs in Sao Paulo from 18-19 September 2019. Euromonitor (...)

read more
Experts’ views
INFINITE BEAUTY. Embracing the future

Lipotec - Lubrizol
INFINITE BEAUTY. Embracing the future

Technologies that were unthinkable only a decade ago are now must-have essentials. We carry our lives in our smartphones. There’s an app for just about everything. And wearable technology, augmented reality and artificial intelligence are creating limitless possibilities for us to move, perform, look and feel better than ever. As (...)

read more

Features