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Emphasis On Digitalization And Fragrance Emerge From Natura’s Latest Investor’s Presentation

November 20, 2016: 12:00 AM EST
In its latest investor’s presentation Natura set out its longer term strategic vision that includes a repositioning of the Natura brand, investment to revitalize direct selling and the multi-channel shopping experience. Two notable items on its 2017 priority list include its leverage of digital technology and its upcoming fragrance push. On digitalization, Natura says some 99.65% of all orders are captured digitally with the number of unique visits on its digital assets rising from 7 million to 33 million per year from 2014 to 2016. Its Natura App facilitates online shopping, offers augmented reality and has over 100k active installs.  On fragrance, Natura claims to be the world’s tenth largest fragrance player worldwide, #1 in Brazil for men and #2 for women, and #3 overall in Latin America. Natura believes it is well placed given its quality (it points to research that shows its fragrances are ‘equally or more pleasant than international ones’), bring sustainable innovation (such as 100% organic alcohol and 20% recycled glass) and a distinctive olfactory palette that it believes is a point of difference (in 2016 it emphasized Allysun, Pataqueira, Pipers and Ishink). In an initial fragrance and beauty push Natura is focusing on Latam.
"Natura Day 2016", Natura, November 20, 2016, © Natura
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