Natura Exporting Beauty

3099 Words13 Pages
INTRODUCTION How products are marketed globally depends on how the local market in ensemble as much as the product and brand image itself. Production and product are important, but how sales and image are displayed can mean the difference between success and failure on a determined region. The experiences of the past may well serve as laboratories for the future, however, cultural differences between marketing methods and models have to be strategically adapted on in each new region. First and foremost, an important fact about Natura’s background should be brought forward when discussing product, vision and marketing spree: (1) Natura was born in a country which congregates a population composed by every skin tone, hair type, body shape and cultures . From Italian, Japanese, German, Spanish immigrants, to indigenous tribes mixed with African decedents and Portuguese colonists as well as all other nations can be found represented in the 170 million Brazilians. (2) Natura was also born in a country obsessed with beauty and known world-wide for having beautiful women and a laid-back, sexy population as external country image and perception . Therefore, both product and marketing type “export”, considering these two factors alone, might give any and all beauty products which have constructed a history of success in the Brazilian territory, an edge on the external marketing scenario. Natura’s vision is voiced through their product lines, especially Natura Ekos, with particular raw materials, produced in a sustainable and eco-friendly manner and where indigenous hand-laborers from Amazonia locations are included in the value chain, by a well-constructed network which takes into account governmental and societal players such as NGO’s, per example, develop even further what Natura has under its wings. Producing a well-being for all, both stake-holders and

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