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Naturas Balancing Act

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By: Jamie Matusow

Editor-in-Chief

Natura’s Balancing Act


Many of Natura’s packages are guided by the concepts of “eco-design.”

Brazil’s leading manufacturer and marketer of cosmetics, skin care, perfume and hair care products is known as much for its commitment to sustainability as for its clever packaging concepts, which often take the shape of native organic forms. Recently, Emiliano Barelli, Natura’s packaging development manager, provided Beauty Packaging with some insight on the direct seller’s multi-tiered approach to packaging.

By Jamie Matusow, Editor

How is the packaging developed at Natura?

The packing at Natura is developed in conjunction with the concept of new lines and new products to our portfolio. Initially, the marketing team, after assessing the market, decides to create new packaging. They then engage the services of a design agency, and with technical support from the development team and guided by the concepts of eco-design, a new design is created for the Natura products. Upon approval of this design in internal forums, Natura’s packaging development team then produces the design by partnering with national and international suppliers of packaging, always using the concepts of sustainability for packaging, emphasizing the aesthetic aspects without forgetting the functional attributes of the package.

How are packaging suppliers selected?

The packaging suppliers are selected from a list previously defined. This list of suppliers is constantly updated through a program of internal benchmarking and performance called QLICAR. The choice of suppliers and packaging designs for new products is a choice, and defined by shared areas of supplies and packaging development.

Is all packaging manufactured in Brazil?

Yes, the vast majority of our packages are manufactured in Brazil. The development area of packaging ensures that Natura is recognized for having a perfect balance between the concepts of sustainability, functionality and aesthetics.

What would you like the beauty industry to know about Natura’s packaging?

Natura’s packaging ends up surprising brands and consumers throughout the world, due to our constant efforts to produce the most beautiful packaging, which is as sustainable and technologically efficient as possible and available today.

What are Natura’s packaging goals for the future?

We are working on the inclusion of new aspects of sustainability without losing the luxury, and also on the creation of new sensory experiences for packaging.

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