NATURA / CASE STUDY / BY CHLOE MARKOWICZ

Issue 31, 8 June 2012

In Brazil, now the world's third largest beauty market, one cosmetics company has been paving the way in innovation, sustainability and transparency, ever since it was founded more than 40 years ago. While Brazilians were gushing over French pharmaceuticals, this company recognised the beauty potential in the foliage of its Amazonian backyard. It emphasised the importance of sustainability years before The Body Shop existed and created its campaign for 'true beauty' using real women in its advertising almost a decade before Dove. Meet Natura: the most influential cosmetics company in Latin America, set on converting the world to its eco-friendly values

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