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Natura &Co SWOT and PESTLE Analysis

ID : 52720453| Nov 2023| 13 pages

COMPANY PROFILE -Natura & Co

Business Sector :Fashion and Lifestyle, Personal Care and Beauty Products (Consumer Product-Non Cyclical)

Operating Geography :Brazil, South America, Global.

About Natura & Co :

Natura & Co is a multinational group company of beauty products, toilets and fragrance in Brazil. Luiz Seabra established it in the year 1969 at Sao Paulo. Being from the land of Amazon, the company brands itself as a beauty solution through natural ingredients. Natura & Co includes renowned brands viz. Natura, Aesop, The Body Shop and Avon, the latest entrant in the portfolio. Natura has been the first among the companies trading in cosmetics to take environmental and social sustainability initiatives. It has always focused to challenge the old standards of beauty and invest heavily to counter industrial wastes. Although, Natura is a core Brazilian beauty product brand, still with its periodic acquisitions, it has established itself as a formidable global player in the industry, especially in the markets of US and Russia through Avon, UK through The Body shop and Australia through Aeshop. Like other global beauty care brands, Natura too has followed the trend of mergers and acquisitions to gain foothold in the foreign market and increase market share on home turf.

The USP or unique selling proposition of Natura & Co lies in being direct selling of natural yet innovative beauty care products through chains of beauty consultants. The aspiration statement of Natura & Co is “To nurture beauty and relationships for a better way of living and doing business”. The aspiration of the rising global brand states, “We will dare to innovate to promote positive economic, social and environmental impact”.

Natura & Co Revenue :


R$ 14444 million - FY ending 31st December 2019 (y-o-y growth 7.8%)
R$ 13397 billion - FY ending 31st December 2018

Competitive Analysis of Natura & Co

SWOT
PESTLE
The SWOT analysis of Natura & Co is presented below in a matrix followed by the detailed analysis report:
StrengthsWeaknesses
1. Strong direct selling footprint
2. Building brand through acquisitions
3. One of the largest sellers of fragrance
4. Largest cosmetics brand in Brazil
5. Commitment to cruelty-free products
1. Amateur digital outlook
2. Shrinking share of Avon in Brazil
3. The Body Shop brands’s capital fell five times since acquisition
4. Absence in 2 largest markets of the industry
OpportunitiesThreats

1. Capturing market share in the era of the new normal
2. Rising awareness regarding natural beauty products
3. Opportunity to gain market share in developed markets
4. Tea-based skin care products forecasted to witness a boom in the near future

1. Presence in highly competitive industry
2. Unable to break the ice with Chinese markets
3. Cultural shift in brand positioning
4. Direct Selling and dependency on door-to-door sales is a dying culture
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Detailed SWOT Analysis of Natura & Co

Strength

1. Strong direct selling footprint: The Company has the legacy of a large workforce of beauty consultants and representatives (approx. 6.4 million+) and 40k+ employees and associates, marketing and selling its product over 100 different countries, associated through the digital platform of the brand in Latin America and Brazil. Following the footprint of Avon, a major American brand, the founders of the company concentrated on developing relationship or bonding between the company and its customers through an integrated force of door-to-door sales. In its annual report of 2019, the company boasts of 200 million consumers across the globe. With the recent acquisition of Avon, the company has a strong direct to customer outreach with over 8 million sales representatives across the globe. It has an astonishing 49% market penetration in Brazil covering the whole nation. With its robust distribution channel, brand positioning, customer requirements could be ascertained easily.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

1. Capturing market share in the era of the new normal: The Company is already in the business of toiletries since its inception. Natura &Co has posted a robust growth of 30% in the volume of soap and hand sanitizers in the quarter ending in March. According to industry insights, the global hand sanitizer business is about to grow by a massive 40% CAGR between 2019 and 2027 and it will be worth US $39000 million by 2027. With so many people across being affected by Covid-19, soap and hand sanitizers are poised to gain a larger market share in the sales of toiletries. As these products already exist in the portfolio of Natura, the brand should work to beef up the marketing and supply of these products.

The remaining section of “Opportunity” is available only in the 'Complete Report' on purchase.

Threats

This section is available only in the 'Complete Report' on purchase.

Major Competitors :

  • The Estée Lauder Companies Inc.
  • Coty Inc.
  • Jafra Cosmetics International, Inc.
  • Oriflame Cosmetics S.A
  • Shiseido Co. Ltd
  • Mandom Corporation
  • Elizabeth Arden Inc

Major Brands :

  • Avon
  • Natura
  • The Body Shop
  • Aesop
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References used in Natura & Co SWOT & PESTLE Analysis Report

1. Men’s Skincare Products Market – An Emerging Disruptor In Beauty Industry - https://beautybusinessjournal.com/mens-skincare-products-market-an-emerging-disruptor-in-beauty-industry/
2. Natural and organic products to be top reckoners in skin care industry - https://www.indiaretailing.com/2017/10/24/beauty-and-wellness/natural-organic-products-top-reckoners-skin-care-industry/
3. This Beauty Company Doesn’t Do Business in China - https://fortune.com/2020/01/08/natura-china-beauty-environment/
4. How Strategies And Businesses Win The COVID-19 Battle - https://www.goldsteinresearch.com/report/brazil-cosmetics-market-report-industry-analysis
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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SWOT & PESTLE.com (2024). Natura &Co SWOT and PESTLE Analysis - SWOT & PESTLE.com. [online] Available at: https://www.swotandpestle.com/natura/ [Accessed 27 Apr, 2024].

In-text: (SWOT & PESTLE.com, 2024)

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Natura & Co SWOT and PESTLE analysis has been conducted by Tej Narayan Shaw and reviewed by senior analysts from Barakaat Consulting.

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