NATURA MAKES BRAZIL LOOK BEAUTIFUL 2
Natura Makes Brazil Look Beautiful
This case gives insight into Natura’s stronghold in the Brazilian beauty products market.
Details surrounding the origins of the company, as well as, information about how they have
sustained an maintained their powerful hold on their region. Keeping out large multinational
competitors is not easy. This case study provides information on not only how it was
accomplished, but why it works.
In most countries around the world, the beauty products industry is dominated by a small
set of multinational giants named in the case. Why in Brazil none of them has emerged as a
None of the multinational giants have been able to gain a stronghold in Brazil’s beauty
market for a few reasons. First, the direct sales approach requires a lot of face-to-face interaction
and door-to-door selling. As a result, there have been relationships forged and a two-way
platform of communication. Due to Natura’s in person sales model, consumers in Brazil are able
to communicate exactly what they want or need from their beauty supplier. How many
consumers can say that about Cover Girl, L’Oréal, Estee Lauder, Maybelline, etc.? Additionally,
because their direct sales approach has been so effective, they have been able to not only
eliminate the need for department stores (which add overhead costs), their sales team remains
relatively small which adds additional savings to the company.
A second reason that Natura has seen continued success in Brazil over its multinational
competitors, is that Natura is the only one with a focus on black women and the special needs
their hair requires. Due to the large number of black women in Brazil, this special focus is a
game changer and promotes increased brand recognition for the region.