As one of the leading companies in the field of CSR, Natura’s latest product line Ekos, like all the previous ones, is based on the respect of nature. Furthermore, Natura is taking one more step forward since it is FSC-certified.

To address social and environmental issues related to cosmetic products and to inform about Natura’s environmentally-friendly production process. Natura used an innovative way to promote its products, which were inserted within the narrative of a famous Brazilian soap opera.

Natura received very positive feedback from consumers. But the campaign also reached the soap opera actors and directors, who showed a deeper involvement with the cause. In 2004, Natura’s brand value reached 133% of its annual sales (compared to 33% for L’Oreal).