Understand how Natura drives communication to build narratives that connect women to their true identity.
How to transform a genuine purpose into a branding narrative What impacts thousands of women? And, more than that, how do you build communication that truly transforms people's lives, going beyond campaigns and commemorative dates?
With the approach of Women's Day, We reflect on brands that not only talk about female empowerment, but consistently put it into practice. Natura, one of our partners, is a powerful example of how a well-built brand story transcends generations., Establishing solid values and creating lasting connections with the audience.
But what are the ingredients for success that make it... Natura a reference in authentic and lasting brandingHow does the company transform purpose, genuine connections, innovation, and ESG into the pillars of a strong and inspiring story? We will explore these answers throughout this article.
Purpose as the central focus of organizational management.
From the earliest times, oral tradition has been essential for transmitting knowledge, culture, and values within communities. Storytelling was a way to preserve memories and teach future generations, ensuring the continuity of knowledge. Today, this role has evolved, but the essence remains: in the world of branding, A strong narrative fosters a sense of belonging, creates real connections, and becomes part of people's lifestyle.
In the book Start with Why, Simon Sinek explains that leading companies are founded on a clear purpose even before defining products and services. Without a strong purpose and a consistent content strategy, a brand cannot sustain itself.
Natura understands this in practice. Their narrative isn't just talk—it's reflected in concrete actions. By questioning the status quo and proposing new forms of well-being, the brand creates a legitimate impact and strengthens loyalty through authentic stories.
The emotional impact of narratives and brand growth.
Natura understood from the beginning that... storytelling that adds value It is an essential pillar for your identity construction through narratives. Instead of simply communicating product attributes, the brand built an inspiring journey aligned with its purpose. well-being, encompassing both the individual and the relationships they build.
In 2022, we were already discussing this approach in our series. Tip Talks: Branding Beyond the Tropics. At the event, our CEO interviewed Maria Paula Fonseca, Global Brand Director of Natura, about the Resilience of brand narrative ...and how to build a solid and transformative legacy. Click and watch the episode for inspiration:
Ana Couto interviews Maria Paula Fonseca on Tip Talks Series from the Anacouto agency
Tradition and innovation that generate long-term value.
Concept and importance of enduring narratives
Since 2018, we have been building the branding for the line. Natura Tododia. The very name of the line conveys the idea of daily care, which is part of a woman's life. Whether with a new fragrance or a new way of use, such as the Summer line – developed for protection against sun exposure and which can be stored in the refrigerator – each launch has its own... differentiated value proposition, However, it follows the construction of a story aligned with the tradition of the Natura brand. Unlike a one-off advertising campaign, a lasting narrative is built upon... solid values and a clear purpose.
Anacouto agency builds the branding of Natura Tododia line since 2018
Check out the case studies. here.
Sensory narratives as a premise for connection.
Natura applies this philosophy not only to the quality and functionality of its products, but also to its communication, establishing an authentic dialogue with its audience. For the brand, storytelling goes beyond a marketing strategy — It is a genuine commitment to diversity, innovation, and social impact.
The importance of telling a true and relevant story.
In one of the advertising campaigns we developed for Natura, we collaborated on the launch of an innovative line for the care of black and brown skin. The new Natura Tododia line was created based on insights from over a thousand women and tested on 120 variations of black skin tones.
The challenge was not just to launch new products, but to meet real needs and create a genuine connection with the audience. Fragrances and textures were designed to provide a personalized experience, reinforcing that Diversity is not just talk. — it is a practice that translates into innovation and inclusion.
Campaign Natura TodoDia for Black and Brown Skin, produced by anacouto (December 2024)
Check out the case here.
Omnichannel to connect relationships
Beyond stereotypes, the human, loving, and affectionate component reflects the Brazilian way of being, characterizing a relationship-based brand. The diversity of skin tones, hair types, and specific needs expands and enriches Natura's product portfolio, making it a... competitive advantage. At Natura, the essence of the Brazilian woman has always been at the heart of its... communication across all channels. The concept of free, diverse beauty without imposed standards is a clear example of how the brand uses its... narrative to generate impact.
In February 2023, we launched the case. Natura Brandcenter, a digital space that consolidates all the brand content and guidelines to support, on a global scale, the challenge of ensuring Coherence and consistency in the execution of communication and in the dissemination of its culture among employees, consultants, and suppliers.. In this way, the aligned narrative permeates all communication, from the stakeholders all the way to the end consumer, making it digital and physical experience of Natura integrated and coherent.
Case Natura Brandcenter by anacouto (February 2023)
Check out the case here.
The importance of corporate branding in the evolution of the ecosystem.
A Natura It is an ecosystem of brands driven by a purpose, connecting more than 6 million people and driving significant change. With the evolution of its business model and the acquisition of Avon, a Natura&Co gave way to Natura, strengthening the group's main brand and bringing a clearer visual identity to communicate the roles of the different brands.
With a fresh perspective on brand architecture, we created a visual strategy that reflects this evolution, celebrating time as the grand narrative of... holding. The strategic premises include giving more prominence to Natura, making it more central and creating visual bridges that ensure coherent execution with collaborators and investors, consolidating a A brand story that builds loyalty. and that immortalizes the brand's message..
Case Natura's Corporate Brand by anacouto (December 2024)
Check out the case here.
Strategies for developing consistent narratives
Building a consistent narrative requires consistency in brand history, Authenticity and genuine engagement with the audience. Some essential strategies include:
- Define a clear purpose and narrative as part of the company culture;
- To maintain Authenticity and truth in brand storytelling. on all channels;
- Involve stakeholders and consumers in the making of history;
- To create inspiring and transformative narratives that add value;
- Build memorable experiences and storytelling as a strategic tool.
In a highly competitive environment, brands that build narratives with lasting impact They stand out and earn consumer trust in the long term.
From its Brazilian origins to the world: a brand built on affection.
Organizations that develop perennial narratives They not only win over customers, but they create real movements and transformations. As Natura's Global Brand Director, Maria Paula Fonseca, says. “"Self-love is the revolution of humanity.". With awareness and the enthusiasm to make a difference, Natura continues to revolutionize the market with a building powerful brands and narratives.
What story is your brand telling? Now is the time to build one. brand positioning and story that generate real impact.
Content by: Bianca Barboni and Paula Cardoso
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