Starting point: Company in Brazil with strong environmental commitment
Organizing strategy: A for-profit company utilizing direct sales
Outcomes: World company with the environment, natural products as its theme
Primary Sources: https://en.wikipedia.org/wiki/Natura
Natura Cosméticos S.A. or simply Natura is a Brazilian manufacturer and marketer of beauty products, household, and personal care, skin care, solar filters, cosmetics, perfume and hair care products the company that sells products through representatives in many countries across the world.
In 1974, Natura adopted direct sales as sales model. In 2012 it had more than 1.2 million “consultants” (resellers) spread throughout Argentina, Brazil, Chile, Colombia, France,Mexico, Peru and among others, and since 2006 surpasses Avon‘s sales in Brazil.
Natura promotes its image as an eco-friendly, sustainable company (using natural products, working toward sustainable environment and social support etc.). The company also uses ordinary women rather than supermodels in its advertisements.
Natura is a founding member of the Union for Ethical BioTrade, gradually ensuring that its sourcing practices promote the conservation of biodiversity, respect traditional knowledge and assure the equitable sharing of benefits all along the supply chain. In the steps of their development and production of cosmetics, Natura does not test on animals and follows the most stringent international safety standards.
Being a public company since 2004, its shares are listed on Novo Mercado (the highest level of corporate governance or Stock Exchange [Ibovespa]). Natura’s performance in 2007 shows a consolidated gross revenue of R$ 4.3 billion, a growth of 10.6% over the previous year. Its consolidated net income was R$ 462.3 million, generating a return on opening shareholders’ equity of 72.1%.[citation needed