A recent Bloomberg report highlighted Natura’s interest in expanding its business, still largely centered in Brazil, into additional Latin American markets. The cosmetics company is simultaneously refining its digital strategy to equip Natura consultants as social connections increasingly occur online.
“We are sure that in 3-5 years our business is going to change significantly,” CEO Alessandro Carlucci said of the company’s outlook in a recent interview for CNN.
The company’s efforts to cultivate a greater online presence have focused particularly on Facebook, where—as noted in our January cover story on Tech Trends for 2014—the world spends an average of 20 billion minutes per day. Natura has conducted a successful pilot program enabling consultants to sell their products to consumers via Facebook, and the company plans a comprehensive rollout of sales via social media in the first half of this year.