Natura Brasil is a leading cosmetics brand in Latin America markets and is the fourth biggest cosmetics company in the world in direct sales. For the last 40 years Natura business reflected its two passions: passion for cosmetics and passion for relationships. Our relationship with ourselves, relationship with others and relationship with the planet - the environment.
Since the very beginning Natura has distributed - with great success - its products through a network of independent consultants in all the markets where Natura operates. Right now, more than 1,421,000 Consultants - including 1,175,000 in Brazil and around 246,000 abroad - promote the company’s values and products to consumers.
In 2006 Natura opened its first European subsidiary with headquarters in Paris, France. Following the company concept, Natura was proposing its products through a network of 2,000 Consultants around France. In order to spread its products and values on the mature European market to a maximum number of European consumers, its products & values, Natura had to take important steps and introduce some changes to the existing sales model – they opened the first physical store in Paris and decided to launch e-commerce sales.
On a single IT platform Natura built a recognition and motivation program for its Consultants called ‘Perls Program’ and an advanced loyalty program for end customers. The scope of this CRM & Loyalty strategy called ‘mynatura’ covers implementation of the following:
One of the main challenges for customer-oriented enterprises is to create a strong bond between customers and the brand.
Customers collect loyalty points by buying through all sales channels: e-commerce, direct sales