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Brands as comunication vehicles
of new values and essential
behaviors to build a more
sustainable world.
NATURA PROFILE

Business model
direct sales

Consultants
1.5 million

Market Share
(Brazil) 23,2%

Consumers
100 million

...
MATERIALITY MATRIX
FLAGSHIP BRAND

They are influenced by the
flagship brand, they
embody the subject and
communicate it from a

BUSINESS MOD...
SOMOS
PRODUTOS DA
NATUREZA
PITANGA

PRIPRIOCA

ANDIROBA

MATE VERDE

CASTANHA

BURITI

AÇAÍ

MARACUJÁ

DO BRASIL
SOMOS
PRODUTOS DA
NATUREZA
Ekos
Business Model
The science behind
the ingredients.
Increase of vegetal
ingredients.

EKOS

The socially inclusive business model is based...
Ekos influence in the company
2005
• Increase vegetal ingredients in soaps
• Chronos relaunch with Spilol
• M&B sub brand ...
1.
RAW MATERIALS
Formulas are on average
80% plant derived,
Only essential raw materials,
No artificial colors or scents,
...
2.
POUCH PACKAGE
70% less plastic,
60% less carbon.
3.
SHORTER MANUFACTURING CYCLE
smaller energy consumption
4.
THE SAME PACKAGE
FOR ALL PRODUCTS
flexible and lighter, requires less space for storage
and transportation
5.
LEAN PORTFOLIO
focus on essential care.
no product waste:
used to the very last drop
6.
REVERSE LOGISTICS
Waste Pickers Cooperatives
Upcycling
Less waste
% post-consumer
recycling rate
Smaller carbon
footprint

SOU

ECODESIGN
ECOEFFICIENCE
PACKAGE UPCYCLING

CO2 / ...
Brands can be used as channels
to build values and culture for a
thank you.
more sustainable world.
Enabling Market Sector Shifts: A Game-Changing Brand Case
Enabling Market Sector Shifts: A Game-Changing Brand Case
Enabling Market Sector Shifts: A Game-Changing Brand Case
Enabling Market Sector Shifts: A Game-Changing Brand Case
Enabling Market Sector Shifts: A Game-Changing Brand Case
Enabling Market Sector Shifts: A Game-Changing Brand Case
Enabling Market Sector Shifts: A Game-Changing Brand Case
Enabling Market Sector Shifts: A Game-Changing Brand Case
Enabling Market Sector Shifts: A Game-Changing Brand Case
Enabling Market Sector Shifts: A Game-Changing Brand Case
Enabling Market Sector Shifts: A Game-Changing Brand Case
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Enabling Market Sector Shifts: A Game-Changing Brand Case

These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/packaging/enabling-market-sector-shifts-game-changing-brand-case

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Enabling Market Sector Shifts: A Game-Changing Brand Case

  1. 1. Brands as comunication vehicles of new values and essential behaviors to build a more sustainable world.
  2. 2. NATURA PROFILE Business model direct sales Consultants 1.5 million Market Share (Brazil) 23,2% Consumers 100 million Net revenue (US$ million) 3,230 EBITDA (US$ million) 765 Employees 6,683 Penetration at homes (Brazil) 62%
  3. 3. MATERIALITY MATRIX
  4. 4. FLAGSHIP BRAND They are influenced by the flagship brand, they embody the subject and communicate it from a BUSINESS MODEL different perspective. MATERIALITY THEMES KEY VALUE OTHER BRANDS CATEGORIES
  5. 5. SOMOS PRODUTOS DA NATUREZA
  6. 6. PITANGA PRIPRIOCA ANDIROBA MATE VERDE CASTANHA BURITI AÇAÍ MARACUJÁ DO BRASIL SOMOS PRODUTOS DA NATUREZA
  7. 7. Ekos Business Model
  8. 8. The science behind the ingredients. Increase of vegetal ingredients. EKOS The socially inclusive business model is based on relationships with extractive communities and benefit sharing. SOCIAL BIODIVERSITY CARING FOR SOCIAL BIODIVERSITY OTHER BRANDS CATEGORIES
  9. 9. Ekos influence in the company 2005 • Increase vegetal ingredients in soaps • Chronos relaunch with Spilol • M&B sub brand with passion flower oil 2007 • Increase vegetal ingredients in body oils • Chronos relaunch with Passion Flower 2008 • Organic Alcohol in all perfumes • Natura Perfumery Essential Oils • Natura UNA with Babacu talcum powder and ucuuba butter 2011 • EKOS relaunch with a greater concentration of raw materials
  10. 10. 1. RAW MATERIALS Formulas are on average 80% plant derived, Only essential raw materials, No artificial colors or scents, Single olfactory core.
  11. 11. 2. POUCH PACKAGE 70% less plastic, 60% less carbon.
  12. 12. 3. SHORTER MANUFACTURING CYCLE smaller energy consumption
  13. 13. 4. THE SAME PACKAGE FOR ALL PRODUCTS flexible and lighter, requires less space for storage and transportation
  14. 14. 5. LEAN PORTFOLIO focus on essential care. no product waste: used to the very last drop
  15. 15. 6. REVERSE LOGISTICS Waste Pickers Cooperatives Upcycling
  16. 16. Less waste % post-consumer recycling rate Smaller carbon footprint SOU ECODESIGN ECOEFFICIENCE PACKAGE UPCYCLING CO2 / SOLID WASTE CONSCIOUS CONSUMPTION OTHER BRANDS CATEGORIES
  17. 17. Brands can be used as channels to build values and culture for a thank you. more sustainable world.

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These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/packaging/enabling-market-sector-shifts-game-changing-brand-case

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