After more than three years of an integration process marked by the covid-19 pandemic, the war between Russia and Ukraine, and the consequences that this has left for the world economy (high prices and slowdown), Nature and Avoncompanies specializing in beauty and skin care products are beginning a new cycle under a single structure, although keeping the brands separate, given the specialty and audiences that each one handles and which has allowed them to complement each other to continue growing.
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João Paulo Ferreira, president of Natura & Co Latin AmericaHe was in Colombia at the end of last May, where he attended one of the first days of integration of the more than 270,000 consultants that both brands have here, he visited, which he took advantage of to tell EL TIEMPO about the planes they have in the country.
What is the integration between Natura and Avon about?
Avon joined the group (Natura) about a month before the start of the pandemic, so the integration process has been more expensive than we imagined, not only because of the pandemic itself but also because of the ensuing war (Russia-Ukraine), inflationthe high prices of fuels and energy, which also showed us that an integration of this size was more complex than imagined.
So, We have been knowing Avon for the first 3 yearsrecovering some of its foundations, the roots of the brand, optimizing the product portfolio and reinvesting in the commercial structures of the representatives.
And what comes now?
Surely we are going to take the brands to many more homes and that leaves us very happy
From the beginning we knew that the second moment would arrive, which is what we are living and we call wave two, which It is the moment of the total commercial integration that we are inaugurating here in Colombia Because we are the number one beauty brand in Colombia and Latin America, a third of all Latin American households today consume both brands.
The combination of Natura and Avon gives us leadership in the beauty goods market, we see in Colombia where opportunities for development and growth are everywhere.
So, the combination of the consultants, as we call them at Natura, and the Avon representatives, which total more than 270,000 in the country and more than 4.5 million in Latin America are now under the same sales force and We are sure to bring the brands to many more homes and that leaves us very happy.
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But, the brands are kept separate…
Yes, both continue to exist separately in the eyes of consumers. They are different positions and needs, but the commercial activity comes together completely, because it sees an enormous complementarity, because while one is very recognized for makeup and natural products for the face and bodythe other is a leader in perfumery.
Natura proposes makeup to avoid blue light damage from computers.
How will trade integration work?
All Avon representatives will become Natura beauty consultants, with which they will now be part of a single sales force, which will allow them to put together their orders with both product portfolios, before it was more complicated because it was done separately, with different dates and separate collections.
Now it operates as a single team, there they discuss how to better serve their customerstrading strategies are discussed and the whole operation is simplified.
What does these changes mean for consultants?
Better job and income opportunities, more business and that is a key issue, even for one of our social goals.
We measure the Human Development Index (HDI) of our network of consultants, just as countries are measured, and that of Colombia (0.594) exceeds that of Mexico (0.575), Chile (0.564), Peru (0.561) and Argentina (0.554). This indicator is divided into four segments.
The first measures work, income and income; the second, including financial and digital education; the third, health, and the fourth, citizen participation, political and human rights. So, this combination, first of all, allows them to do better business, among others.
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Courtesy of the brands
How is Colombia doing commercially?
Colombia is going through a period of high inflation, but right now we see a return to consumption in the country.
As we know, Latin America is a volatile continent and the current moment is no different, we see great political, social and economic challengesIt’s a bit like the Latin American reality and what we see right now in Colombia is an environment of growth for our business.
Last year we saw a slightly more depressed Colombian economyHowever, starting this year we saw more activity in our business again. Colombia is going through a period of high inflation, but right now we see a return to consumption in the country.
We go many opportunities here, that’s why we are investing in the amazonwhere we have important allies that provide us with raw materials to make many of our products.
What kind of raw materials?
Last year, for the first time, we managed to produce and export coconut butter who comes from a community near Florencia where we involve some 80 families that produce this natural input from fruit.
This year we are doubling that production and we are already 200 families with the equivalent of 10 tons of fruit. We invest so that they process in their regions.
ECONOMY AND BUSINESS
